Marketing Communications

HIERARCHY-OF-EFFECTS MODELS 75

Purchase decisions in the first quadrant are characterised by high involvement and rational

decision criteria. Here, the consumer first wants to learn about the product. This could be the

case for deciding on an insurance policy or a loan or for buying a new computer or major

household appliances. In this quadrant, the classical hierarchy of effects would hold. The

second quadrant concerns product decisions of high involvement, but for which less

information is needed. In this case, the consumer first wants to be emotionally attracted by

the brand image, then he or she collects information, and finally undertakes some action.

Jewellery, perfume, fashion and holidays may be examples that fit in this category. In the third

quadrant, product decisions are located that require a minimum of cognitive effort and tend

to become routinised because of habit formation. The assumed sequence is first buying the

product, then learning what its major advantages and disadvantages are, and finally develop-

ing an attitude after product or brand usage. Toilet paper, sugar, paper tissues and detergents

are expected to be bought without much reflection and only after product experience will an

attitude be formed. The fourth quadrant reflects decision-making regarding products which

can be termed ‘life’s little pleasures’. The assumed sequence here is: buy the product, experience

an affective response and gather product knowledge afterwards. Examples that fit this category

might be soft drinks, ice cream and chocolate bars. For example, consumers buy cake or pizza,

eat it and realise that they are really fond of it, but learn afterwards that it makes them fat.

The Rossiter–Percy grid is an alternative to, or a modification of, the FCB grid which again

classifies products and buying decisions in four categories, based on the dimensions of

high–low involvement and fulfilling a transformational or informational buying motive.^4

Transformational buying motives consist of positive motivations, such as sensory gratification,

social approval or intellectual stimulation, while informational buying motives refer to reducing

or reversing negative motivations such as solving or avoiding a problem, or normal depletion.

Examples of products for which transformational motives prevail are products that give con-

sumers pleasure, such as ice cream, cosmetics and perfume. Examples of informational products

are detergents, babies’ nappies and insurance products.

The advantage of hierarchy-of-effects models and related frameworks is that they incor-

porate what is their most important contribution, i.e. recognition of the importance of brand

awareness. Hierarchy-of-effects models consider brand awareness as a prerequisite for brand

attitude formation. They correctly assume that affective responses cannot be formed or that

a purchase cannot take place without having an awareness of the brand.^5 In this respect, it

should be mentioned that most companies strive to reach Top-of-mind awareness (TOMA) in

consumers. TOMA indicates which brand is most salient within a product category. It reflects

the first brand that comes to mind when thinking of a particular product category. It is generally

acknowledged that brands that are top of mind are more likely to be purchased.

You could assume that God does not need to be introduced and that awareness of God is high. This is not what the

Love Singapore Movement (a group of 150 churches) thought. It decided to reintroduce God to Singaporean teenagers

and young professionals by advertising. The objective of the campaign was first to increase top-of-mind awareness

of God, and secondly to change God’s image of ‘schoolteacher’ into ‘someone you wouldn’t mind putting on the

guest list of your dinner party’. Budgeting for 17 TV commercials and 24 ads in newspapers, Ogilvy & Mather came

up with witty, playful, approachable God spreading messages like: ‘I hate rules. That’s why I only made ten of them’,

‘Bring your umbrella, I might water the plants today’, and ‘Of course I have a sense of humour. I gave you baboons

business insight

The reintroduction of God in Singapore

M03_PELS3221_05_SE_C03.indd 75 6/5/13 3:03 PM