Marketing Communications

86 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK

because his or her friends regard it as ‘cool’ to smoke. Again, some teenagers will be more

likely to let themselves be led by the opinions of others.

Table 3.4 illustrates how a subjective norm can influence the choice between going to

university and going to a polytechnic. The reference group valued most highly is the friends

at school (ss = 6), while the sensitivity or motivation to comply with the opinion of current

teachers is the lowest (ss = 3). Multiplying social sensitivity by the opinions of significant

others for the different reference groups, and summing all these products, results in a sub-

jective norm of +35 for going to university and +1 for going to a polytechnic. In view of these

results as well as the results of Table 3.3, the attitude towards a university is more favourable

than the attitude towards a polytechnic.

Table 3.4 An illustration of subjective norm effects

Subjective norm = social sensitivity (ss) ́ others’ opinions (oo)

University Polytechnic

Reference group ssi ooi ssi × ooi ooi ssi × ooi

Friends at school 6 + 2 + 12 − 1 − 6

Friends in youth club 5 0 0 + 1 + 5

Friends in sports club 5 − 1 − 5 + 1 + 5

Parents (^4) + 2 + 8 − 2 − 8
Family 4 + 1 + 4 0 0
Current teachers 3 + 2 + 6 0 0
Business 5 + 2 + 10 + 1 + 5
Subjective norm + 35 + 1
ssi is measured on a seven-point bipolar scale (1 = low, 7 = high)
ooi is measured on a seven-point bipolar scale (− 3 = negative, + 3 = positive)
In the context of the adoption (intention) of innovations and (new) behaviour, two conceptual frameworks have
been extensively studied. In the Technology Acceptance Model (TAM), the attitude towards and the adoption or
continuous use (intention) of an innovation are determined by three antecedents: perceived ease of use (PEOU),
perceived usefulness (PU) and compatibility.^38 PEOU is the degree to which a person believes that using the system
will be effortless. PU is the degree to which a person believes that using a particular technology will enhance his or
her job performance. Compatibility is the degree to which the innovation fits with the potential adopter’s existing
values, previous experiences and current needs.^39 The Theory of Planned Behaviour (TPB) is a second conceptual
framework that has often been used for analysing and predicting a variety of intentions and behaviours. The TPB
predicts behavioural intention which, in turn, is assumed to be a predictor of actual behaviour.^40 Behavioural inten-
tion is explained by three general dimensions: the attitude towards the behaviour, the social influence (subjective
norm) on the behaviour and the perceived behavioural control in conducting the behaviour. Attitudes are evaluative
researCh insight
Integrating emotions into the Theory of Planned Behaviour and predicting electric
car usage intention
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