I’m (very/not) committed – Involvement
Involvement is one of those frequently used notions in marketing – that seem easy to understand, but that can get quite complex once they are looked at in more detail. The problem is that...
Category: Advertising & Marketing Theory
I know you – you know me: Persuasion Knowledge
Developing the ideas of Attribution Theory further, Friestad & Wright suggest that commercial persuasion can be understood similar to a game play: Marketers try to “hit” the consumers, while the consumers in turn develop mechanisms...
Is it me – or is it it? Attribution Theory
Continuing from the previous post about persuasion, a different way of looking at persuasion is from the perspective of the receiver – and what goes on on their “side” of the process. Late in the...
Marketing, Markets & What do we actually study?
One of my colleagues at a conference recently surprised me with the rather bold statement, that the study of cultural differences in purchases wasn’t really marketing at all – but “outside the field of...
MKT-Theory: Persuasion – McGuire
The fundamental purpose of (marketing) communication is persuading people, and therefore many researchers have tried to come up with a comprehensive theory to explain the complex process of persuasion. William J McGuire was one of the...
MKT-Theory: Service Dominant Logic
Service Dominant Logic or S-D Logic is a proposed reformulation of marketing thought by the authors Vargo and Lush. The main proposition is, that marketing thinking needs to move away from thinking in terms of...
MKT-Theory: Elaboration Likelihood Model and Belvita
Belvita breakfast cookies announced today that it is shifting from using celebrities in their ads to a more scientific approach.What can we say about such an approach? Why would Kraft (owner of Belvita) do...
Measuring Advertising: The Feeling Dimension
As a sort of follow on from the oxytocin and advertising post earlier today, here are two measures for measuring the feeling towards the an advert. The first one is a classic “Feeling towards...
Measuring Advertising: Values and Appeals
Values, according to Kahle, are “stable, slow-evolving, desirable end-states that play an important role in shaping behaviours”. Not surprising then that effectively measuring these is important for marketers, in order to better understand what...
Measuring Advertising: I like you!
The emotional or affective reaction when seeing (or in short the “attitude” towards ) an advertising is a useful measure when testing ads in the “real world”, especially when a potential purchase (or behaviour)...