Marketing Communication

System

Chapter-1
4th meeting

Information Processing Model

A) McGuires Information Processing Model
B) Antils Model of Consumer Involvement
and Perception.
C) Onkit and Shaws Model of Attitude
Formation.
D) Petty and Cacioppos Model of Attitude
Change.

A) McGuires Information Processing

Model
Developed by McGuire in 1976.
It follows five stages in processing
information.

1. Five Stages in Processing Information

I) Exposure II) Attention III) Comprehension
IV) Acceptance IV) Retention
I) Exposure
The audience(consumer) becomes aware of the
communication from the source(company)
through some communication medium.
The consumer receives the communication
with the help of sense organ.

II) Attention
Consumer given some attention to the
communication if he/she finds it interesting.
The complex message requires more attention
than simple message.
III)Comprehension
The consumer gives some meaning to the
communication and understands.
IV) Acceptance
The consumer adjusts the message to his/her
current knowledge, belief and attitude.

V. Retention
The message is retained in consumer memory.

B. Antils Model of Consumer

Involvement & Perception.
The model was developed in 1984.
1.Consumers involvement level determines their
response to an advertisement.
Consumers involvement is affected by
Fear of making mistake(higher the fear lower will
be the individuals involvement)
Social sanction(fear of social sanction or rear of
looking stupid. Social approval of an action will
increase involvement level.
Ego relatedness(brands fit with self image)

2.Antils Model is based on consumers

process of perception.
Perception is the process in which an
individual receives information, processes,
organizes and gives some meaning to fit the
individuals world view(attitudes, beliefs and
value)

The perception is affected by

Selectivity: receive or not to receive
information, store or not to store information and
how they modify information to fit their world
view.
Past experience: Past experience with
information and the product. Past experience are
stored as sensory stimulus(sight, sound, smell,
touch and taste). The reappearance of stimulus
helps the individual to trigger response.
Personality traits: different personality types
are found to perceive the same entity differently.

What should the marketers do?

Marketing communication should be targeted
to place the brand in consumers world view
so that they perceive the brand as fit.
Marketers should try through communication
to shape and modify consumer's world view to
perceive product as high image or high value
for money.

3. Onkit & Shaws Model of Attitude

Formation(1994)
It explains how attitudes are formed through
information processing.
Attitude is stable and enduring to evaluate an
object or entity in a particular way.
Attitude have been considered along with two
other elements- beliefs and behavior.
Belief represents what we have learned through
experience. They are either true or false. The
behavior is an action and influenced by attitude.

The attitude has the following components

Attitudes are learned: through direct
experience, information acquired from others
and exposure to mass media)
Attitudes have consistency: Attitudes are
relatively consistence but not permanent. They
are subject to change in long-run and influence
by situation.
Attitudes are either favorable or
unfavorable:Attitude can never be neutral.

According to Onkit & Shaw, information

processing leads to three types of response
Cognitive response(knowing or perceiving):
Individuals thinking towards company,
product, brand etc.
Affective response: These response are
emotional and refer to feeling such as likes or
dislikes, love or hate etc.
Conative response: Potential readiness to
respond either negatively or positively. For
example, ready to attack or ready to purchase
and recommend to others.

How the attitude changes?

There is tolerance limit for inconsistency, and
the attitude will become unstable and undergo
reorganization when this limit is exceeded.
New information from credible sources
challenges previous beliefs about the
object(product) or concept.
Reorganization will take place until a balance
is once again restored through the following
mechanism- 1.StimulusRejection 2. Attitude
Splitting 3. Accommodation for new
attitude.

4. Petty &Cacioppos Model of

Attitude Change
Attitude can be changed through central route
and peripheral route.
Central route: It is providing information that
appeal to the cognitive process of the
individual. The new information provides
logic and resons for changing attitude.
Peripheral route: This route uses feeling and
emotion to change attitude. For example.
Convey the misery of alcoholic's family.