Marketing Communications

FURTHER READING 107

review questions

1. What are the contributions and shortcomings of hierarchy-of-effects models, such as the
   Lavidge and Steiner model and the FCB grid?


2. How are attitudes formed and changed? How can the ELM explain how communications
   work?


3. How can the elements in the Theory of Planned Behaviour be used in marketing
   communications?


4. What is heuristic evaluation and how can it be used in marketing communications?


5. How can the feelings-as-information theory be used in marketing communications?


6. What is the importance of ad-evoked feelings and emotional conditioning in marketing
   communications?


7. What is the mere exposure effect?


8. How can pre- and post-experience advertising influence brand choice?


9. What causes irritation and what are its consequences for advertising effectiveness?


10. What is brand confusion and what are the factors affecting it?

affectively oriented feelings-as-information and feeling transfer models. The post-experience,

the perception–experience–memory and the routinised response behaviour models focus on

the behavioural aspects of attitude formation. Communications do not always have positive

effects. A number of media, product and ad characteristics can cause irritation and brand

confusion, which affect advertising effectiveness.

Further reading

Ajzen, I., ‘Theory of Planned Behavior: A Bibliography’, http://people.umass.edu/aizen/

tpbrefs.html (accessed June 2009).

Chaudhuri, A. (2006), Emotion and Reason in Consumer Behavior. Burlington, MA and

Oxford: Elsevier Butterworth Heinemann.

Crano, W.D. and Prislin, R. (2008), Attitudes and Attitude Change. New York: Psychology

Press.

Petty, R.E., Fazio, R.H. and Brinol, P. (2008), Attitudes; Insights from the New Implicit

Measures. New York: Psychology Press.

Ratneshwar, S. and Mick, D.G. (2005), Inside Consumption: Consumer Motives, Goals and

Desires. New York: Routledge.

Wänke, M. (2008), Social Psychology of Consumer Behavior. New York: Psychology Press.

Journal of Advertising, http://ja.memphis.edu/.

Journal of Consumer Psychology, http://www.elsevier.com/wps/find/journaldescription.

cws_home/713950/description#description.

Journal of Consumer Research, http://www.journals.uchicago.edu/toc/jcr/current.

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