15
Models of the Response Process
Models
Stages AIDA Hierarchy of Innovation Information
model effects model adoption Processing
Trial
Behavioral
Action Purchase Adoption Behavior
Hierarchy-of-effects model
Unaware Sales
Awareness
Hierarchy-of-effects
Unaware Sales
Knowledge
Awareness
Hierarchy-of-effects
Sales
Unaware
Liking
Knowledge
Awareness
Hierarchy-of-effects
Unaware Preference
Liking
Knowledge
Awareness
Hierarchy-of-effects
Conviction Sales
Preference
Unaware Liking
Knowledge
Awareness
EFFECTIVENESS MEASURES FOR CONSUMER STAGES
Consumer Representative Statement Measures of Effectiveness
Stage
Desire “I would like to buy the product or brand.” Preferences Intentions to buy
High
differentiation
Cognitive
Cognitive
Affective
Conative
Dissonance/ Conative
Attribution Model
Low
Conative
Affective Affective
Cognitive
Foote, Cone & Belding Grid
Thinking Feeling
Involvement
High 1 2
Informative Affective
The Thinker The Feeler
Involvement
3 4
Low
Habit Self-
Formation Satisfaction
The Doer The Reactor
Foote, Cone & Belding Grid
Thinking
1
Informative
Involvement The Thinker
Car-computer-house-new products
High
Possible implications
???
Foote, Cone & Belding Grid
Feeling
2
Affective
Involvement The Feeler
cosmetics-fashion accessories
Model: Feel-learn -do (psychological?)
High
Possible implications
???
Foote, Cone & Belding Grid
Thinking
3
Habit formation
The Doer
Involvement
Food-household items
Model: Do-learn-feel (responsive?)
Low
Possible implications
???
Foote, Cone & Belding Grid
Feeling
4
Self-satisfaction
Involvement The Reactor
Matchbox, paper clip, Cigarettes, candy
Model: Do-feel-learn (social?)
Low
Possible implications
???
Attitude-Toward-the-Object (ATO) Model
▮ ATO Model - Fishbein model
• Proposes that three key elements be
assessed to understand and predict
consumer behavior
Consumer beliefs about salient attributes
Strength of the consumer belief
Evaluation of the attribute
▮ ATO formula
Attitude-Toward-the-Object Model
Applied to Apartments Complexes
Compensatory Rules
▮ Simple additive
▮ Weighted additive
31
Compensatory Rules
Evaluative Criteria Importance BSNL Vodafone Airtel
Weight (I) E EI E EI E EI
Monthly fee 9 6 54 7 63 7 63
Cost per minute 10 8 80 7 70 7 70
Optional vanity Number 8 10 80 4 32 7 58
Caller paid option 8 8 64 4 32 4 32
Remote call – 6 8 48 8 48 5 30
forwarding option
Unique Permanent 5 9 45 5 25 7 35
Number
Personalised PIN 4 6 25 5 20 4 16
55 396 40 290 41 302
Non compensatory Decision Rules
i. Conjunctive Rules: The consumer fixes a cut off point
for each criterion. If a brand falls below the cut off
point on any one criterion, the brand is eliminated
from further consideration. This may result in more
than one alternatives. In such cases, we have to apply
an additional decision rule to arrive at a final selection.
E.g. to accept the first satisfactory brand.
ii. Disjunctive Rule : Cut off point for each attribute should
be fixed. The decision rule then selects the brand that
meets one of the minimum standards/ cut-off points.
Non compensatory Decision Rules
Perceived behavioral
control (PBC)
41
Expanding the Attitude Object
▮ Attitude toward the advertisement
• Positive relationship exists between a
consumer’s attitude toward an ad and his
or her attitude toward a particular product
▮ Attitude toward the company
• What consumers know or believe about a
company can influence the attitude they
have toward its product
Attitude tracking
• Refers to the extent to which a company actively
monitors its customers’ attitudes over time
▮ Describe attitude change theories and their
role in persuasion.
Persuasion
▮ Specific attempts to change attitudes
▮ Persuasive techniques
• ATO approach
• Behavioral influence approach
• Changing schema-based affect
• Elaboration likelihood model
• Balance theory approach
• Social judgment theory approach
Attitude-Toward-the-Object Approach
▮ Changing beliefs
▮ Adding beliefs about new attributes
▮ Changing evaluations
Behavioral Influence Approach
50
Why Two Processing Options ?
• Motivation
• Ability
51
Concepts in Varying Elaboration
• Consumer’s Thought Process
52
THE ELABORATION LIKELIHOOD MODEL
Retain
PERSUASIVE COMMUNICATION Original
Attitude
No
MOTIVATION & ABILITY TO No PERSUASION CUE
PROCESS COMMUNICATION PRESENT?
Yes
HIGH ELABORATION
Favorable Unfavorable Neither or Yes
Thoughts Thoughts Neutral Thoughts
Predominate Predominate
Yes
Enduring Enduring Temporary
Positive Negative Attitude
Attitude Attitude Change
Change Change
PERPHERAL ROUTE
CENTRAL ROUTE
THE CENTRAL ROUTE
• High Elaboration
• Cognitively focused
54
THE PERIPHERAL ROUTE
• More affectively based
• Peripheral cues
55
The Elaboration Likelihood Model
Balance Theory
Social Judgement Theory
Consumer Decision Process Model
Need Recognition
Purchase
Consumption
Post-consumption Evaluation
Divestment
Application of CDP
Internal
Search
Search
Environ-
Exposure mental
Influences
Attention M
Stimuli
E
Comprehension Individual
M Differences
O
Acceptance R
Y
Retention
Search for Information
•Internal search: retrieving know-
ledge from memory
• passive
• active
• ongoing
Search: Sources of Information
Marketer Dominated
Non-Marketer Dominated Stimuli
Search: Sources of Information
Marketer Dominated
- Advertising
- Salespeople
- Infomercials
- Websites
- Point-of-sales materials
Search: Sources of Information
Non-Marketer Dominated Stimuli
- Friends
- Family
- Opinion leaders
- Media
Information Processing
As a consumer is exposed to
information from external search,
they begin to process the stimuli
Information Processing
Exposure
Stimuli: Attention
M
- Marketer E
Dominated
Comprehension M
- Nonmarketer
Dominated
O
Acceptance R
Y
Retention
Search: Information Processing
Exposure
Attention
Comprehension
Acceptance
Retention
Pre-purchase Evaluation of
Alternatives
The process of evaluating
alternatives identified from search,
which leads to a product or brand
selection most likely to satisfy the
consumer
Pre-purchase Evaluation of
Alternatives
Can use new or preexisting
evaluations stored in memory
Evaluative criteria: standards and
specifications used to compare
different products and brands
salient or determinant
Pre-purchase Evaluation of
Alternatives
Salient attributes such as price and
reliability are important to the
consumer
Determinant attributes such as a
interior of flat and style usually
determine which brand or store
consumers choose
Evaluation Process:
Evaluation criteria
Evaluation of Decision
Importance of the criteria
alternatives
Decision Rules
Evaluation Criteria:
Evaluative criteria are product features or attributes
associated with either benefits desired by consumers
or costs they incur.
Importance of Criteria
CONSIDERATION SET
Evoked Set:
Inept Set:
Inert Set: All Brands
Brands not
Purchased
purchased
Brands
Consumer Decision Process Model
Need Recognition
Purchase
CDP Model Need Recognition
Internal
Search
Search
Environ-
Exposure Pre-purchase
mental
Evaluation of
Influences
Attention Alternatives
Stimuli M
E
Comprehension Purchase Individual
M Differences
O
Acceptance R
Y
Retention
Purchase
Acquisition of the product that
involves choosing a specific
retailer, and in-store choices
Purchase
Acquisition of the product that involves
choosing a specific retailer, and in-store
choices
Purchase
Consumption
Consumption
The process of using the product or
service purchased
Consumption can either occur
immediately or be delayed
Consumption
The process of using the product or
service purchased
Consumption can either occur
immediately or be delayed
How consumers use a product
affects satisfaction with product
How carefully consumers use or
maintain a product also determines
how long it will last before another
purchase is needed
Consumer Decision Process Model
Need Recognition
Purchase
Consumption
Post-consumption Evaluation
CDP Model Need Recognition
Internal
Search
Search
Environ-
Exposure Pre-purchase
mental
Evaluation of
Influences
Attention Alternatives
Stimuli M
E
Comprehension Purchase Individual
M Differences
O
Acceptance Consumption
R
Y
Retention Post-consumption
Evaluation
External
Dissatisfaction Satisfaction
Search
Post-consumption Evaluation
Consumption is an important
determinant of satisfaction
Satisfaction: when consumers’
expectations are matched by
perceived performance
Dissatisfaction: when experiences
and performance fall short of
expectations
Post-Consumption Evaluation
Cognitive dissonance: questioning
the purchase decision (post-
purchase regret)
Usually, the higher the price, the
higher the level of cognitive
dissonance
Emotion strongly affects the
evaluation of a product or
transaction
Differences in Extensive, Limited, and Routinized Problem – Solving Models
DECISION STAGE
WHEN NEED INFORMATION EVALUATIO PURCHASE POST –
PRODECT WHEN AROUSAL SEARCH N BEHAVIOR DECISION PURCHASE
CLASS IS: BRAND IS EVALUATION
EXTENSIVE
CAREFUL
PROBLEM NEW NEW EXTENSIVE
SOLVING
LIMITED
FAMILIAR NEW LIMITED
PROBLEM CASUAL
SOLVING
ROUTINIZED NONE
FAMILIAR BY
RESPONSE FAMILIAR
EXCEPTION