4.1. Message Processing

Question 1

Information Processing model

Answer 1

Exposure => attention => comprehension => acceptance => retention/ retrieval => decision making => action

Question 2

Source of attention

Answer 2

• relevance (situational, personal)
• stimulus (pleasant, prominent, novel)

Question 3

Personal relevance model - SSPR

Answer 3

situational sources of personal relevance => applies to everyone

Question 4

Personal relevance model - ISPR

Answer 4

Intrinsic sources of personal relevance => applies to certain segment; need to find the right time/ place

Question 5

Comprehension

Answer 5

“Rote” learning vs “active” learning

Question 6

Rote learning

Answer 6

• no effort required on the part of the viewer
• learning is passive and automatic, not active
• “echoing” the message is sufficient
• sufficient for inducing brand awareness and low involvement attitude
• goal: generate trial

Question 7

Active Learning

Answer 7

• necessary for forming high involvement brand attitude
• goal: generate favorable thought towards the brand

Question 8

Acceptance goal

Answer 8

generate actual action

Question 9

Retention

Answer 9

involves transfer of information into long-term memory => strengthening or reinforcing the linkages among concepts in memory

Question 10

Retrieval

Answer 10

information from MCs that is stored in memory can influence consumer behavior only if its retrieved from memory

Question 11

message strategy model

Answer 11

ad messages can be classified based on target audiences levels of involvement and motivation

Question 12

message strategy model - levels of involvement

Answer 12

• high involvement
• low involvement

Question 13

message strategy model - types of motivations

Answer 13

• “informational” reasons
• “transformational” reasons

Question 14

Involvement - degree of risk

Answer 14

• economic risk
• physical risk
• social risk

Question 15

low involvement

Answer 15

• low perceived risk
• “try and see”

Question 16

high involvement

Answer 16

• high perceived risk
• buyer is motivated to process relevant info
• search and conviction is required prior to purchase

Question 17

high involvement leads to…

Answer 17

central processing

Question 18

low involvement leads to…

Answer 18

peripheral processing

Question 19

social judgment theory

Question 20

Motivation: categories product category

Answer 20

• informational: designed to avoid or rectify a problem
• transformational: designed to achieve a desired stimulation (sensory, intellectual, social)

Question 21

Informational Motivation

Answer 21

buyer has problem to be solved (purchase motivation is negative)

Question 22

Transformational Motivation

Answer 22

buyer is seeking positive benefits of use (purchase motivation is positive)

Question 23

negative motives respond to …

Answer 23

informational advertising
=> stress benefits of the brand
=> “tell them” (rational/ cognitive/ analytical)

Question 24

positive motives respond to …

Answer 24

transformational advertising
=> stress the transformative qualities of the brand
=> “show them” (affective/ emotional)

Question 25

The thinkers

Answer 25

learn - feel - do

Question 26

the doers

Answer 26

do - learn - feel

Question 27

the feelers

Answer 27

feel - learn - do

Question 28

the reactors

Answer 28

do - feel - learn

Question 29

low involvement and informational example

Answer 29

- medicine - laundry detergent

Question 30

low involvement and informational

Answer 30

- mention only one or two benefits because of limited motivation to process information - audience doesn't have to like the ad (emotions tied to problem may be negative; emotions tied to solution should be positive)

Question 31

low involvement and transformational example

Answer 31

- soda, beer - snacks

Question 32

low involvement and transformational

Answer 32

- correct emotional portayal is more important than providing benefit-claim support - audience must like the ad and all aspects of ad and execution are important - message is often subtle/ implicit (show single benefit)

Question 33

high involvement and informational example

Answer 33

- housing - insurance

Question 34

high involvement and informational

Answer 34

- viewers seek info so they must accept ads arguments (main goal is acceptance) - not necessary for audience to like the ad itself as long as the points are accepted by audience - claims, must be convincing

Question 35

high involvement and transformational example

Answer 35

- sports cars - vacation - perfume - fashion clothing

Question 36

high involvement and transformational

Answer 36

- consumption motivation is positive => enjoyment or sensory gratification => intellectual stimulation => social approval (of reference groups) - viewers must like the ad