Consumer Behavior

Presentation
ARTICLE 1: CONCEPTUAL MODELS OF HOW ADVERTISING WORKS TO
PERSUADE INDIVIDUALS

Advertising Framework

Objective

Measures

Market

Key
Advertising
decisions

Money

Message

Media

The Hierarchy of Effects: Learn, Feel,

Do

Attentio
n

Interest

Desire

Action

Attract
Attention

Persuade
the
Consumer

The Hierarchy of Effects: Learn, Feel,

Do
Defining Advertising goals for Measured
Advertising Results (DAGMAR)

Action
Conviction

Comprehension

Awareness

Learn Feel Do- Persuasion process

Does not account for emotion and

intuition
Based only on rational behavior

Stimulate a
direct desire
Conviction,
Purchase, Trial,
Intention &
Adoption
Doing(Conative)

Change attitude
and feeling
Interest, desire,
liking,
preference &
attitude
Feeling(Affective)

Learning(Cognitive)

Provide
Information and
Facts
Attention,
Awareness,
Comprehension,
Perception &
Knowledge

Cognitive Dissonance Model Do

Feel Learn

Feeling of Anxiety after buying unfamiliar products

Consumers defend their decision post purchase

Explains the after purchase behavior

Low Involvement Processing Model:

Feel Do Learn
Subliminal impact on the decision process
Influence intuitive brand choice
Learning is subconscious and takes place before the feeling and doing
But, conscious learning takes place after the buying is done.
Very low physical exposure of the product

Multilevel Hierarchy of Effects Model:

An Integrative view

Awareness

Low level
preference

Intention to
try

Trial and
evaluation

Loyalty and
Commitmen
t

Repeated
use and
Familiarity

High level
belief and
preference

Expectations
met

The Elaboration Likelihood Model

Two different routes for marketing communications

Rational persuasive arguments: Central Route

Affective associations or inferences about the product

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