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Belch: Advertising and
Promotion, Sixth Edition
III. Analyzing the
Communication Process
5. The Communication
Process
The hierarchical response models were for many years the primary
focus of approaches for studying the receivers’ responses to marketing
communications. Attention centered on identifying relationships
between specific controllable variables (such as source and message
factors) and outcome or response variables (such as attention, comprehension,
attitudes, and purchase intentions). This approach has been criticized on a
number of fronts, including its black-box nature, since it can’t explain what is causing
these reactions. 25 In response to these concerns, researchers began trying to understand
the nature of cognitive reactions to persuasive messages. Several approaches
have been developed to examine the nature of consumers’ cognitive processing of
advertising messages.
The Cognitive Response Approach
One of the most widely used methods for examining consumers’ cognitive processing
of advertising messages is assessment of their cognitive responses, the thoughts that
occur to them while reading, viewing, and/or hearing a communication. 26 These
thoughts are generally measured by having consumers write down or verbally report
their reactions to a message. The assumption is that these thoughts reflect the recipient’s
cognitive processes or reactions and help shape ultimate acceptance or rejection
of the message.
The cognitive response approach has been widely used in research by
both academicians and advertising practitioners. Its focus has been to
determine the types of responses evoked by an advertising message and
how these responses relate to attitudes toward the ad, brand attitudes, and
purchase intentions. Figure 5-8 depicts the three basic categories of cognitive
responses researchers have identified—product/message, sourceoriented,
and ad execution thoughts—and how they may relate to attitudes
and intentions.
Product/Message Thoughts The first category of thoughts comprises
those directed at the product or service and/or the claims being made
in the communication. Much attention has focused on two particular types
of responses, counterarguments and support arguments.
Counterarguments are thoughts the recipient has that are opposed to the
position taken in the message. For example, consider the ad for Ultra Tide
shown in Exhibit 5-9. A consumer may express disbelief or disapproval of a
claim made in an ad. (“I don’t believe that any detergent could get that stain
out!”) Other consumers who see this ad may generate support arguments,
or thoughts that affirm the claims made in the message. (“Ultra Tide looks
like a really good product—I think I’ll try it.”)
Figure 5-8 A model of cognitive response
Exposure to
advertisement
© The McGraw−Hill
Companies, 2003
Cognitive Processing
of Communications
Cognitive responses Attitudes Purchase
intent
Product/message
thoughts
Source-oriented
thoughts
Ad execution
thoughts
Brand attitudes
Attitude toward
the advertisement
Exhibit 5-9 Consumers
often generate support
arguments in response to
ads for quality products
Purchase
intention
157
Chapter Five The Communication Process