Marketing Communications

78 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Broadly stated, these dimensions are comparable with the ones used in the FCB gri ...

ATTITUDE FORMATION AND CHANGE 79 reflect consumers’ desires for sensory pleasure. Many tourists buy Belgian chocolates when visi ...

80 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK runs out of Danette, the consumer does not have the opportunity to buy it. A cons ...

ATTITUDE FORMATION AND CHANGE 81 processing, but an evaluation based on simple, peripheral cues, such as background music, humou ...

82 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK absolute certainty, and thus implying universal applicability of the advertising ...

ATTITUDE FORMATION AND CHANGE 83 At first sight, the above might suggest that the central route pertains to cognitive attitude f ...

84 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK How exactly the message substance or affective responses are processed is likely ...

HIGH ELABORATION LIKELIHOOD, COGNITIVE ATTITUDE FORMATION 85 In other words, since not all product attributes are equally import ...

86 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK because his or her friends regard it as ‘cool’ to smoke. Again, some teenagers wi ...

HIGH ELABORATION LIKELIHOOD, COGNITIVE ATTITUDE FORMATION 87 The TORA has been further extended to the TPB.^47 Fishbein and Ajze ...

88 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK Figure 3.4 The Theory of Reasoned Action (TORA) Handicap International was founde ...

HIGH ELABORATION LIKELIHOOD, COGNITIVE ATTITUDE FORMATION 89 Based on the TPB model, marketing communicators can try to change c ...

90 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK example, when people have the impression that a large university has to be good s ...

HIGH ELABORATION LIKELIHOOD, COGNITIVE ATTITUDE FORMATION 91 Two-sided messages give both sides of an issue or a product. Empiri ...

92 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK credibility. When rational arguments are used, a refutational two-sided message l ...

LOW ELABORATION LIKELIHOOD, COGNITIVE ATTITUDE FORMATION 93 gather and process information to find the best choice. They are not ...

94 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK High elaboration likelihood, affective attitude formation In this category, centr ...

LOW ELABORATION LIKELIHOOD, AFFECTIVE ATTITUDE FORMATION 95 the target. The Affect-as-Information model posits that consumers ma ...

96 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK purely informative ad. Their conclusion was that both brand attitude (Ab) and pur ...

LOW ELABORATION LIKELIHOOD, AFFECTIVE ATTITUDE FORMATION 97 evaluation takes place when watching the ad. Since ad-evoked feeling ...