Karan Mehta 111 Assignment 18/11/2013 Alternative Responsive Hierarchies(Processing of Information): Involvement Perceived product Differentiation Sequence of Processing Standard Learning Hierarchy High High Learn-Feel-Do Dissonance/Attribution Hierarchy Low Low Do-Feel-Learn Low-Involvement Hierarchy Low Similar to little Learn-Do-Feel Standard learning hierarchy:the consumer learns about a product, develops an emotional connection with the brand which translates into purchase intent. Mass media promotion is important. Product is in initial stages of development. Dissonance/attribution hierarchy:consumers buy the product, develop an emotional connection and then learn the features about the product. Here the emotional element maybe negative or positive is depending on the experience. It is applicable for those products where product involvement is high but the product quality is similar. For E.g. Appliances Low involvement hierarchy:the consumer learns about the product, buys it and then develops an emotional connection. Here the consumer’s beliefs and experiences don’t play a role in influencing the purchase. Advertising messages are designed to increase the awareness of the product. For E.g. Chewing gums. Consumer involvement 3 variables precede involvement: characteristic of the person, characteristics of the object and the situational factors. These factors interact with each other to influence consumer involvement. FCB Model: Gives an overview on comprehe nding people’s thinking, feeling and behaviour towards various products to understand how advertising wor ks using 2 dimensions: involvement and thinking/feeling. This is based on the split brain theory, the model analyses which side of the brain is active for a particular product. The four quadrants of this model cover: informative strategy, affective strategy, habit formation strategy and self satisfaction strategy. This grid is highly useful to advertisers to plan their creative strategies. Kim Lord Model: Recognizes that purchase decision can be dominated by both cognitive (thinking) and affective (feeling) factors. The model highlights the extent of af fect of these factors on consumer involvement while making purc hase decisions. The Kim Lord model is useful for advertisers in determining their advertising strategy and creative content.
