Samenvatting
Summary Marketing Communication and the Consumer (Master, 2019)
This is an english-written summary from the lectures of Marketing Communication ant the consumer. Some terms are translated to dutch.
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SUMMARYMARKETING COMMUNICATION AND
THE CONSUMER (MCC)
MASTER COMMUNICATIEWETENSCHAPPEN
VU
Written by:
DBSSSuperZ
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2019
This summary includes 12 lectures, all obligatory papers* and short summary of guest lectures
*Note: ART 4.1 is the only summary that hasn’t been summarized, because lecture 1 – 3 already does it.
1
,Table of content
College 1: introductie & How marcoms work I: Explicit attitudes 4
ART 1: How marketing communication work - De Pelsmacker et. al (2013). 4
College 2: How marcoms work II: Implicit attitudes 6
ART 2.1: Can evaluative conditioning change attitudes toward mature brands? (Gibson, 2008) 8
ART 2.2: Implicit Consumer Preferences and Their Influence on Product Choice (Friese, et al. 2006) 8
College 3: How Marcoms work III: Persuasion vs branche salience 9
ART 3.1: Evidence concerning the importance of perceived brand differentiation (Romaniuk, Sharp and
Ehrenberg, 2007) 11
ART 3.2: Brand Awareness Effects On Consumer Decision (MacDonald and Sharp, 2000) 12
ART 3.3: Building the destination brand (Trembath, Romaniuk and Lockshin, 2001). 12
College 4: Gastcollege Media Brands 13
ART 4.1: Belch & Belch, 2015 14
College 5: Social Influencer Marketing 14
ART 5.1: Following celebrities’ Tweets about brands (Jin and Phua, 2014) 17
ART 5.2: Marketing through Instagram influencers (Veirman, Cauberghe and Hudders, 2017) 18
College 6: Branded video content marketing 19
ART 6.1: The effects of second screen use on sponsor brand awareness (Jensen, et al. 2015) 22
ART 6.2: A new branch of advertising (Reijmersdal, et all. 2009) 23
College 7: Mediaplanning I 24
ART 7.1: The influence of Level of Processing on Advertising Repetition Effects 27
ART 7.2: The impact of website ad repetition on recall, intrusiveness, attitudes, and site revisit intentions
28
College 8: Media planning II – Examining synergy effects and Mobile Display Advertising 29
ART 8.1 Does synergy work? an examination of Cross-promotion Effects (Tang, Newton and Wang,
2007) 32
ART 8.2 What works best when combining TV sets, PCs, tables, or mobile phones (Varan et al, 2013)
33
ART 8.3 Which products are best suited to mobile advertising (Bart, Stephen and Sarvary, 2014) 35
College 9: Guest lecture Branded content 36
College 10: College Google 37
College 11 E-WOM 37
ART 11.1 Why recommend a brand face-to-face but not on FB? (Eisingerich, 2015) 42
ART 11.2 How do teaser advertisements boost word-of-mouth about new products (Thorbjørnsen et al.,
2015) 43
College 12 Bricks vs Clicks: Online consumer behavior 44
ART 12.1 The persuasiveness of online safety cues (by van Noort, Kerkhof and Fennis, 2008) 49
ART 12.2 Interactivity in Brand Web Sites: Cognitive, affective, and behavioral responses explained by
consumers’ online flow experience (Noort, Voorveld and Reijmersdal, 2012) 50
2
,3
,Lecture 1: introductie & How marcoms work I: Explicit attitudes
Notes are merged with ART 1. Focus on the formation of explicit attitudes in response to marketing
communication.
ART 1: How marketing communication work - De Pelsmacker et. al (2013).
Hierarchy-of-effects model (FCB- grid)
These are one of the oldest marketing communication models. It assumes that things have to happen in
a certain order, implying that earlier effects form necessary conditions in order for the later effects to
occur. Rossiter-Percy grid is an alternative grid.
● A major critique is that empirical support for the fact that consumers go through each stage is
still lacking.
● Therefore, there cannot be any hierarchy been observed.
TOMA: Top-of-mind awareness
Attitude: is a person’s overall evaluation of an object, a product, an organization etc.
● There are three components: cognitive, affective and behavioral (conative).
o Think, feel, do
The elaboration Likelihood model (ELM): A model that predict the attitude from a person toward a
message.
● To process a message, there must be MAO to process
o MAO = Motivation (goal, willingness), Ability (resources), Opportunity.
o All components active → Central processing
o Two or less active → Peripheral processing
4
, ● How a message responses are processed is likely depended on the consumers’
elaboration likelihood. Therefore we distinguish six types of marketing communication
models.
o Cognitive (High Elaboration/ central processing)
▪ Multi-attribute models → Expectancy-value model. TPB – Theorie of Planned
Behaviour (Fishbein and Ajzen). Based on the TPB, marketing communication
can change consumers’ attitude
● Add attribute
● Change brand beliefs / social sensitivity / control beliefs / perspective
power / subject norms / attribute evaluations
▪ Self-generated persuasion →Person is persuaded by own thoughts, arguments
or imagination.
o Cognitive (Low Elaboration/ peripheral process)
▪ Heuristic evaluation →peripheral cues are used as a heuristic cue to evaluate
the quality of the message of give a general evaluation (source: status,
expertise, number of sources).
o Affect (High Elaboration/ central processing)
▪ Feelings-as-information model →Consumer may use
feelings as a source.
o Affect (Low Elaboration/ peripheral process)
▪ Ad transfer → The dual mediation model; see picture →
▪ Feelings transfer → An ad can evoke feelings; emotional
ads might influence brand evaluation.
▪ Classical condition → Pavlov
● CS becomes more positive when repeated with positive US.
● Change in brand liking is not classical conditioning. Only if change is
due to pairing of stimuli.
● Forward conditioning > backward conditioning
o Order of stimuli pairing is important;
o 1st stimulus = conditioned (CS)
o 2nd stimulus = unconditioned (US)
▪ Mere exposure effect → people tend to develop a preference for things merely
because they are familiar with them.
Sending to much stimuli could lead in a
latter effect called wear-out.
o Behavior (High Elaboration/ central processing)
▪ Post-experience model → Framing
perception and enhancing experience
▪ Perception-experience → Organizing
memory and enhancing experience
o Behavior (Low Elaboration/ peripheral process)
▪ Reinforcement mode → Awareness leads to
trial and trial leads to reinforcement.
▪ Routinised response behavior → Product experiences can lead to routinized
response behavior.
Furthermore…
● Irritation seems to be a basic reaction to marketing communication.
● After repeated exposures from positive ads could in a wear-in.
5
, Lecture 2: How marcoms work II: Implicit attitudes
In this college, the main focus will be on the implicit attitudes and when they contribute to the prediction
of consumer behavior. Looking from the IMC planning-model, we are continuing analyzing the
communication process.
Today’s class question is: “How do consumers process and respond to marcoms?” With as topics:
● Implicit (brand) attitudes – why important and how to measure?
● Brand attitudes: explicit-implicit relationship
● Do implicit attitudes predict consumer behavior?
● Practical implication
Implicit (brand) attitudes – why important and how to measure?
● Measure explicit self-report measures
o Likert or semantic differential scales.
o Drawbacks are:
▪ Requires conscious access and willingness to retrieve attributes
▪ Self-report biases
▪ Tap into more elaborated thoughts rather than spontaneous reactions
o The drawbacks restrict predictive validity of explicit attitudes
● How to measure?
o Early approaches to prevent self-report biases
o Error-choice technique
▪ Participants choose between two answers
▪ Both answers are wrong, but either favorably or unfavorably biased for the
product
▪ Underlying attitude toward the product influences answer (how much fat does
product contain? (real answer is 10%). A = 5%, B = 15%
o Reaction time-based techniques (current approaches)
▪ Captures spontaneous, gut-level responses
▪ Implicit vs. explicit measures
● No awareness of what is being assessed
● Assessed content not available for introspection (prevents thought-out
responses)
● More difficult to fake.
o Affect Misattribution Procedure
o Implicit Association Test (IAT) – impulsive reactions (measure implicit attitudes)
Brand attitudes: explicit-implicit relationship
● Implicit versus explicit attitudes
o Implicit and explicit attitudes can differ from one another. Mostly no different on explicit
attitudes, but on implicit attitudes!
o Implicit attitude can be a dependent or independent variable.
o Marcom-effects van be detected unnoticed by explicit measures!
● Classical conditioning in Marcoms
6
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