Samenvatting Hoofdvragen van alle colleges beantwoord - MCC - Marketing Communication and the Consumer
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Course
Marketing Communication And The Consumer
Institution
Vrije Universiteit Amsterdam (VU)
Per college de hoofdvragen zo kort en duidelijk mogelijk beantwoord met uitleg vanuit de slides en artikelen indien van toepassing.
De gegeven guest lectures zijn niet samengevat.
Hoorcollege 1.
❖ how do consumers process and respond to marcoms (=advertising)?
❖ attitude formation and change
➢ what are the attitude components
➢ Elaboration Likelihood Model
How to consumers react to marcoms?
two dimensions are suggested to explain consumer behaviour:
1. basis of attitude formation (affective, cognitive or behavioural)
2. elaboration level of the marcom message (is there high or low involvement in the process)
Attitude formation and change
what is attitude?
- attitude refers to how much a person likes or dislikes a brand
- they are quite stable, but can change over time
- two types of attitudes → explicit & implicit
- explicit = well-thought of, not spontaneous
- implicit = feeling based, spontaneous
3 attitude components?
1. affective (feelings associated with the product)
2. cognitive (knowledge, beliefs and evaluation of the product)
3. behavioural (action, readiness to purchase)
Elaboration Likelihood Model
- based on the MAO-factors:
motivation, ability and opportunity to process the marcom message
- if the MAO factors are high there is higher elaboration
likelihood and the info is processed through the central
route (diepgaande manier)
- is the MAO factors are low, the info is processed through
the peripheral route, which is more shallow and
feelings-based
- in the literature of the lecture a framework is discussed in which 6
types of models are shown that present how marcoms work
- consists of two components:
- Attitude component (waar is de campagne op getarget) en
de mate van informatieverwerking
Hoorcollege 2.
, ❖ how do consumers process and respond to marcoms (= advertising)?
❖ implicit brand attitudes
➢ why important?
➢ how to measure?
➢ do they predict consumer behaviour?
❖ brand attitudes: explicit & implicit relationship
Implicit brand attitudes
why important?
- het gedrag van consumenten wordt ook door impulsieve processen beïnvloed
- with implicit measurements of attitudes, the participants are unaware of what is being measured
to capture the most spontaneous reaction and gut-level reponses
- more difficult to fake
how is it measured?
- error-choice techniques → kennisquiz met 2 foute antwoorden om onderliggende voorkeur te
meten & time-based techniques → z.s.m. atwoord geven zodat er zo spontaan mogelijk gereageerd
wordt
- 2 onderzoeksmethoden om te testen:
- 1. affect misattribution procedure (AMP) → evaluatie beelden/tekens in korte tijd, misattrubeert
het merkgevoel (ben je positief over merk, dan ook over de getoonde afbeelding/teken)
- 2. implicit association test (IAT) → categorische taak met score gebaseerd op je reactie tijd en
fouten binnen de antwoorden
do they predict consumer behaviour?
2 perspectives:
1. additive model → implicit attitude ‘ads’ to the explanation of consumer behaviour but do not fully
explain them
2. moderator model → consists of the MODE & RIM model
a. basically 2 conditions that play a role found in studies → time pressure and cognitive load
b. under time pressure, implicit attitudes, under no time pressure, then explicit
c. moderators found are e.g. self-controlm working memory capacity and more
the relationship between explicit & implicit attitudes
Hoorcollege 3.
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