4550
Consumer Processing:
Memory & Involvement
Professor Campbell
2/3/05
Plan for the Day
• Processing Involvement
– Elaboration Likelihood Model
– FCB Grid
– Involvement/Motivation Grid
• Memory
Models of the Response Process
Models
Stages
AIDA
Hierarchy of
Innovation
Information
model
effects model
adoption
Processing
Attention
Awareness
Awareness
Presentation
Cognitive
Attention
Knowledge
Interest
Affective
Interest
Liking
Comprehension
Yielding
Preference
Desire
Conviction
Evaluation
Retention
Trial
Behavioral
Action
Purchase
Adoption
Behavior
Low Involvement Hierarchy
Stages
Low
Involvement
Cognitive
Awareness
Behavioral
Purchase
Affective
Evaluation
Two Levels of Processing
• “High effort” versus “Low effort”
The Elaboration Likelihood Model
• Focuses on attitudes and attitude formation
• Attitude change is a function of the amount and
nature of elaboration
• Two routes to persuasion
– Central
– Peripheral
• Elaboration likelihood is affected by characteristics
of the target & message
– Discrepancy
– Relevance
The Bottom Line...
Processing involvement affects
processing;
this means that message and
tactic strategies should be based
upon and understanding of
the intended target’s “natural”
level of involvement and the
processing demands of the message
The FCB Grid of Advertising Strategies
Product
“Thinking”
Involvement
Informative
(thinker)
“Feeling”
Affective
(feeler)
High
Habit Formation
(doer)
Low
Self-satisfaction
(reactor)
Involvement/Motivation Tactic Grid
(Rossiter & Percy)
Consumer Motivation
Involvement
Informational
High
Low
Transformational
High risk,
“negative” purchase
motivation
High risk,
transformational
motive
Low risk purchase,
“negative” purchase
motivation
Low risk,
“positive” motivation
Broadening the Concept of Involvement
• Involvement is not “one flavor”
– Product
– Person
– Situation
– Processing
• Involvement is not unidimensional
– Motivation
– Opportunity
– Ability
• Involvement is not static
Implications of Two Levels of Processing
• Can assess likely level of processing and
gear messages to that level
• When it is likely that both levels of
involvement will occur within your target,
can attempt to create ads that work on both
levels
• Can attempt to change motivation or
opportunity to process to increase
processing involvement
Good marketing communications...
• Provide motivation to process
• Provide opportunity to process
• Match ability to process
The Memory Process
Stimuli
Sensory Register
Short-term Memory
rehearsal
retrieval
Long-term Memory
Implications for
Communications Strategies
• Relevance
• Repetition
• Variation
– Cosmetic versus substantive variation
•
Unnava & Sirdeshmukh, 1994
• Cues
Brand Awareness
Ability of potential
buyers to recognize or
recall that a brand is a
member of a certain
product category
Only
Brand
Recalled
Only one in
product class
Top of
Mind
Recall
Recognition
Unaware
Uncertain/
Unaware
Summary
• Consumer behavior plays in important role in the
development of effective marketing
communications
• There are multiple stages in consumer behavior
and each requires different types of persuasive
appeals
• The target’s involvement can be a very important
factor in response to marketing communications; it
is necessary to try to understand and strategically
manage consumer involvement
• Memory is critical to marcom success