Response Hierarchies

Refer to chapter 5 of the text and specifically, pages 145-52. 

When confronted with a promotional message, consumers proceed through some type of response process.  The response process they use in a particular situation will depend upon a range of factors, and in particular the extent to which the consumer is involved in the decision making process.  The level of involvement depends upon a range of factors including person, object and situational factors.  For your assignment, you have been asked to select either a high or low involvement product.  You should realise that decision making and response processes vary across involvement level. 

Traditional response hierarchies

Refer to pages 145-52 in the text.  Belch and Belch (2007) explain four types of traditional response hierarchies which reflect the stages that consumers progress through in the processing of promotional messages and communications.  These response hierarchies follow a learn-feel-do pattern and are typically associated with higher involvement decision making.  The AIDA model is well suited for explaining consumers responses to personal selling.  The hierarchy of effects model reflect the buyer readiness of the consumer.  The innovation adoption model is used when a consumer is adopting a new product.  The information processing model is useful for advertising messages, in that it acknowledges the need for the consumer to retain the message in their memory.

(Source: Belch, GE & Belch MA 2004, Advertising and Promotion: An Integrated Marketing Communication Perspective, 6th edn, McGraw Hill/Irwin, New York, p.147)

Alternative response hierarchies

Refer to pages 148-52 in the text.  While the traditional response hierarchies explain the high involvement (learn-feel-do) response processes, they do not explain all buying situations.  Refer to figure 5-5 on page 149 of the text.  Note that the traditional learn-feel-do process is relevant when there is high involvement and perceived differences between alternatives.  However, in situations of high involvement and low perceived product differentiation (that is the consumer cannot discern the differences between alternative brands due to complexity or hidden attributes), then a do-feel-learn response process is more likely.  This is called the dissonance/attribution model.  For example, when I recently purchased a new bread making machine, I was really not sure what features I wanted nor what features were important.  So I relied upon the sales person's recommendation and the brand name to make my decision.  Having used the machine, I (or at least my husband who does the baking) have formed a feeling toward the product and learnt more about the attributes of the machine. 

In low involvement situations, a learn - do - feel response process is more likely.  The learning is passive rather than active information processing.  The low risk associated with low involvement purchases means that consumers often find out about a product, give it a try, and then form an opinion on the product.  The low involvement hierarchy is based on research conducted by Michael Ray and Herbert Krugman. 

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The information on this website is based on Belch, GE & Belch MA 2007, Advertising and Promotion: An Integrated Marketing Communication Perspective, 7th edn, McGraw Hill/Irwin, New York.

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