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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Advertising management | 3/11 | https://en.wikipedia.org/wiki/Advertising_management | reference | science, encyclopedia | 2026-05-05T15:17:26.704627+00:00 | kb-cron |
Advertising researchers have a long-standing interest in understanding both the degree and type of cognitive elaboration that occurs when consumers are exposed to persuasive messages. Cognitive information models assume that consumers are rational decision-makers, and that advertising provides consumers with information utility by reducing the need to search for other information about a brand. For example, an advertisement in the Yellow Pages or an online directory means that the consumer does not have to travel from store to store in search of a product or service. Consumers process this information at a cognitive level before forming an attitude to the brand and purchase intent. A cognition is any thought that surfaces during the elaboration of the information. Cognitive information models are also known as the central route to persuasion. A common theme in cognitive information models is that the net favourability of cognitive responses has a direct influence on attitude strength. In the cognitive information models, the general path to persuasion is as follows:
Ad cognition→ Attitude to ad (Aad) → Brand cognition → Attitude to brand(Ab) →Purchase Intention (PI) Theoretical works, combined with empirical studies, suggest that advertising information is more useful for experience goods (experiential services) than for search goods (tangible products). Research studies also suggest that consumers who are involved in the purchase decision are more likely to actively seek out product information and actively process advertising messages while low-involvement consumers are more likely to respond at an emotional level.
=== Pure affect models === Pure affect models suggest that consumers shape their preferences to a brand based on the feelings and attitudes elicited by exposure to an advertising message. When consumers view an advertisement, they not only develop attitudes towards the advertisement and the advertiser, but also develop feelings and beliefs about the brand being advertised. Pure affect models help to explain the consumer's emotional responses to advertising and brands. These models suggest that simple exposure to a brand is sufficient to generate purchase intention. Exposure in the form of advertising messages leads to an attitude to the advertisement (Aad) which transfers to the attitude to the brand (Ab) without any further cognitive processing. Exposure it not restricted to physical contact; rather it can refer to any brand-related contact such as advertising, promotion or virtual brands on websites. In pure affect models, the path to communication effectiveness is represented by the following:
Attitude to Ad (Aad) → Attitude to Brand (Ab) → Purchase Intention (PI). This path is also known as the peripheral route to persuasion. Empirical research in the pure affect sphere suggests that advertising messages do not need to be informative to be effective, however consumers must like the advertising execution for the message to be effective. In addition, ad liking and advertiser credibility, may be especially important for corporate image advertising (compared to product-related advertising).
=== Hierarchy of effects models ===
Hierarchical models are linear sequential models built on an assumption that consumers move through a series of cognitive and affective stages culminating in the purchase decision. The common theme among these models is that advertising operates as a stimulus and the purchase decision is a response. A number of hierarchical models can be found in the literature including Lavidge's hierarchy of effects, DAGMAR and AIDA and other variants. Some authors have argued that, for advertising purposes, the hierarchical models have dominated advertising theory, and that, of these models, the AIDA model is one of the most widely applied. The AIDA model proposes that advertising messages need to accomplish a number of tasks designed to move the consumer through a series of sequential steps from brand awareness through to action (purchase and consumption).
Awareness – The consumer becomes aware of a category, product or brand (usually through advertising) ↓ Interest – The consumer becomes interested by considering the brand's fit with the consumer's lifestyle ↓ Desire – The consumer develops a favorable (or unfavorable) disposition towards the brand ↓ Action – The consumer forms a purchase intention or actually makes a purchase As consumers move through the hierarchy of effects, they pass through both a cognitive processing stage and an affective processing stage before any action occurs. Thus, the hierarchy of effects models all include Cognition (C)- Affect (A)- Behaviour (B) as the core steps in the underlying behavioral sequence. The underlying behavioral sequence for all hierarchy models is as follows:
Cognition (Awareness/learning) → Affect (Feeling/ interest/ desire)→ Behavior (Action e.g. purchase/ consumption/ usage/ sharing information) The literature offers numerous variations on the basic path to persuasion. The basic AIDA model is one of the longest serving models. Contemporary hierarchical models often modify or expand the basic AIDA model, resulting in additional steps, however, all follow the basic sequence which includes Cognition- Affect- Behaviour. Some of these newer models have been adapted to accommodate consumer's digital media habits. Selected hierarchical models follow:
Basic AIDA model: Awareness→ Interest→ Desire→ Action Modified AIDA model: Awareness→ Interest→ Conviction →Desire→ Action AIDAS Model: Attention → Interest → Desire → Action → Satisfaction AISDALSLove model: Awareness→ Interest→ Search →Desire→ Action → Like/dislike→ Share → Love/ Hate Lavidge et al.'s Hierarchy of Effects: Awareness→ Knowledge→ Liking→ Preference→ Conviction→ Purchase DAGMAR Model: Awareness → Comprehension → Attitude/ Conviction → Action Rossiter and Percy's Communications Effects: Category Need → Brand Awareness → Brand Preference (Ab) → Purchase Intent→ Purchase Facilitation