4.1. Message Processing Flashcards
Information Processing model
Exposure => attention => comprehension => acceptance => retention/ retrieval => decision making => action
Source of attention
- relevance (situational, personal)
- stimulus (pleasant, prominent, novel)
Personal relevance model - SSPR
situational sources of personal relevance => applies to everyone
Personal relevance model - ISPR
Intrinsic sources of personal relevance => applies to certain segment; need to find the right time/ place
Comprehension
“Rote” learning vs “active” learning
Rote learning
- no effort required on the part of the viewer
- learning is passive and automatic, not active
- “echoing” the message is sufficient
- sufficient for inducing brand awareness and low involvement attitude
- goal: generate trial
Active Learning
- necessary for forming high involvement brand attitude
- goal: generate favorable thought towards the brand
Acceptance goal
generate actual action
Retention
involves transfer of information into long-term memory => strengthening or reinforcing the linkages among concepts in memory
Retrieval
information from MCs that is stored in memory can influence consumer behavior only if its retrieved from memory
message strategy model
ad messages can be classified based on target audiences levels of involvement and motivation
message strategy model - levels of involvement
- high involvement
- low involvement
message strategy model - types of motivations
- “informational” reasons
- “transformational” reasons
Involvement - degree of risk
- economic risk
- physical risk
- social risk
low involvement
- low perceived risk
- “try and see”
high involvement
- high perceived risk
- buyer is motivated to process relevant info
- search and conviction is required prior to purchase
high involvement leads to…
central processing
low involvement leads to…
peripheral processing
social judgment theory
Motivation: categories product category
- informational: designed to avoid or rectify a problem
- transformational: designed to achieve a desired stimulation (sensory, intellectual, social)
Informational Motivation
buyer has problem to be solved (purchase motivation is negative)
Transformational Motivation
buyer is seeking positive benefits of use (purchase motivation is positive)
negative motives respond to …
informational advertising
=> stress benefits of the brand
=> “tell them” (rational/ cognitive/ analytical)
positive motives respond to …
transformational advertising
=> stress the transformative qualities of the brand
=> “show them” (affective/ emotional)
The thinkers
learn - feel - do
the doers
do - learn - feel
the feelers
feel - learn - do
the reactors
do - feel - learn
low involvement and informational example
- medicine
- laundry detergent
low involvement and informational
- mention only one or two benefits because of limited motivation to process information
- audience doesn’t have to like the ad (emotions tied to problem may be negative; emotions tied to solution should be positive)
low involvement and transformational example
- soda, beer
- snacks
low involvement and transformational
- correct emotional portayal is more important than providing benefit-claim support
- audience must like the ad and all aspects of ad and execution are important
- message is often subtle/ implicit (show single benefit)
high involvement and informational example
- housing
- insurance
high involvement and informational
- viewers seek info so they must accept ads arguments (main goal is acceptance)
- not necessary for audience to like the ad itself as long as the points are accepted by audience
- claims, must be convincing
high involvement and transformational example
- sports cars
- vacation
- perfume
- fashion clothing
high involvement and transformational
- consumption motivation is positive
=> enjoyment or sensory gratification
=> intellectual stimulation
=> social approval (of reference groups) - viewers must like the ad
