Hirarchy of Model

7/30/2019 Hirarchy of Model

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Source factors

Prof.Bhumika Raval



Source Factors

• Herbert Kelman developed three basic

categories of source attributes:

• credibility,

• attractiveness

• and power.

• Each influences the recipient attitude or behaviour through a different process.



Con……

• Source Attribute - Process

• Credibility - Internalization• Attractiveness - Identification

• Power - Compliance



Source Credibility

• The term credibility essentially means the

believability of the source and/or the

message.

• The primary components of credibility are

trustworthiness and expertise.

• Both have elements of subjectivity and

objectivity with them





Con….

• A celebrity is usually a person who is a

well-known in media and easily

recognized.

• A celebrity also has the ability to influence

brand attitude and purchase intentions

positively in an advertisement.

• Their endorsement has a compelling effect

on the consumer‘s memory.



Con….

• Advertisers and Marketers have been

known to use celebrity endorsement so

during purchase situations the consumers

easily remember the brands and thecelebrity.

• For e.g The actor Akshay Kumar has had

a very long association with brand ThumsUp.







Applying Trustworthiness

• It is essential that endorser apart from

been an expert in his/her field is also

trusted by people.

• The consumers should be able to trust and

believe in him/her.

• Many a times, locating celebrities with

both expertise and trustworthiness can be

difficult but not impossible.





2.Source Attractiveness

• Advertisers have to decide the source

based on its attractiveness with the

consumer.

• A source characteristic frequently used by

advertisers is attractiveness, which

encompasses similarity, familiarity and

likability6.



Con….

• The consumer takes comfort in their

similarity and is persuaded by the source

to change his attitude towards the brand.For example, In the Fair and Lovelyadvertisement, a girl with wheatish to dark

complexion faces rejection socially feels

dejected and hopeless. Then by using Fair and

Lovely regularly for 6 weeks, she gets fair skin

and the result is social acceptance, confidence

and admiration.



Con….

• A common girl when exposed to this

advertisement would connect with the

model and hence be persuaded to

respond favourably towards the brand.





Message

• The encoding process helps in the

creation as well as the execution of the

process.

• The information collected is reviewed and

understood.

• Based on the strategic direction,

advertisers will give a final shape to the

message.









Message Sidedness

• A one sided message mentions only the

positive attributes or benefits.

• A two sided message presents both good

and bad points.

• One sided message is most effective

when the target audience already holds a

favourable opinion about the topic.

• They also work better with less educated

audience.



Verbal verses VisualMessages

• Bothe Verbal and Visual elements in an

advertisement are very important.

• The decision of selection of these elements

depends on many factors like communicationobjective – awareness vs. increase in sales,

profile of the target audience – educated vs

uneducated, product category – feel good vs.

essential, brand perception – feel vs. think aswell as the selection of the media –television vs.

print vs. outdoor .





Types of Emotional Appeals

• Fear Appeal:

• Humour appeal:

• Sex Appeal









Definition of Communication

• The passing of information

• The exchange of ideas

• The process of establishing acommonness or oneness of thought

between and a receiver.



Fields of Experience

The Communications Process

Response Feedback Loop

Channel

MESSAGE Decoding

Receiver /Audience

Source /Sender

Encoding

Noise



Definition

• Sender/Source: the person or organization that hasinformation to share with another person or group of people.

• Receiver/Audience: the person(s) with whom the sender

shares thoughts or information.• Message: the information or meaning the source hopes

to convey.

• Channel: the method by which the communicationtravels from the source or sender to the receiver. – Personal: Salespeople; word-of-mouth.

– Nonpersonal (mass media): print and broadcast.





Symbol• 國泰人壽：

• Esso：

• 熊寶貝：



Picture





Definition

• Noise: unplanned distortion or interference.

• Response: the receiver’s set of reactionsafter seeing, hearing, or reading the

message.• Feedback: the part of the receiver’s

response that is communicated back to

the sender.





Hierarchy of Effects Model

(Lavidge and Steiner, 1961)• Awareness → Knowledge → Liking →

Preference → Conviction → Purchase

• A paradigm for setting and measuring

advertising objectives

• Premise: advertising effects occur over a

period of time.



Introduction

• The most often cited hierarchy model was

developed by Lavidge and Steiner (1961),

and this has been regarded as the process

by which advertising works for more acentury.



Con…

• These writers believed that advertising

was an investment in a long-term process

that moved consumers over time through

a variety of stair-step stages, beginningwith product 'unawareness' and moving

ultimately to actual purchase



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Hirarchy of Model