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Part Three Analyzing the Communication Process
Belch: Advertising and
Promotion, Sixth Edition
Figure 5-5 Alternative
response hierarchies: the
three-orders model of
information processing
III. Analyzing the
Communication Process
5. The Communication
Process
© The McGraw−Hill
Companies, 2003
reason for the negative feelings and then attempt to address this problem in future
advertising.
When research or other evidence reveals a company is perceived favorably on a
particular attribute or performance criterion, the company may want to take advantage
of this in its advertising.
Evaluating Traditional Response Hierarchy Models As you saw in
Figure 5-3, the four models presented all view the response process as consisting of
movement through a sequence of three basic stages. The cognitive stage represents
what the receiver knows or perceives about the particular product or brand. This stage
includes awareness that the brand exists and knowledge, information, or comprehension
about its attributes, characteristics, or benefits. The affective stage refers to the
receiver’s feelings or affect level (like or dislike) for the particular brand. This stage
also includes stronger levels of affect such as desire, preference, or conviction. The
conative or behavioral stage refers to the consumer’s action toward the brand: trial,
purchase, adoption, or rejection.
All four models assume a similar ordering of these three stages. Cognitive development
precedes affective reactions, which precede behavior. One might assume that
consumers become aware of and knowledgeable about a brand, develop feelings
toward it, form a desire or preference, and then make a purchase. While this logical
progression is often accurate, the response sequence does not always operate this way.
Over the past two decades, considerable research in marketing, social psychology,
and communications has led to questioning of the traditional cognitive → affective →
behavioral sequence of response. Several other configurations of the response hierarchy
have been theorized.
Alternative Response Hierarchies
Michael Ray has developed a model of information processing that identifies three
alternative orderings of the three stages based on perceived product differentiation and
product involvement. 15 These alternative response hierarchies are the standard learning,
dissonance/attribution, and low-involvement models (Figure 5-5).
The Standard Learning Hierarchy In many purchase situations, the consumer
will go through the response process in the sequence depicted by the traditional
communication models. Ray terms this a standard learning model, which consists of
a learn → feel → do sequence. Information and knowledge acquired or learned about
the various brands are the basis for developing affect, or feelings, that guide what the
Perceived
product
differentiation
High
Low
Topical involvement
High Low
(Learning model)
Cognitive
Affective
Conative
(Dissonance/attribution
model)
Conative
Affective
Cognitive
(Low-involvement
model)
Cognitive
Conative
Affective