Marketing communication: principles and practice

C O N S U M E R B E H A V I O U R A N D C O M M U N I C A T I O N
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Promotional
message
LOW
HIGH
Person’s ability and
motivation to process
information
Change in
attitude
Central
route
Peripheral
route
Figure 3.6
The Elaboration Likelihood Model
Source
: Based on Petty and Cacioppo, 1983

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THE PURCHASE DECISION-MAKING PROCESS
An understanding of how we make decisions and what influences our
decision-making is important to managing communicative actions by both
buyers and suppliers. This should be the basis for planning marketing
communication systems and activities.
A general decision-making process model is shown in Figure 3.7. Of course,
we may not actually proceed through the steps in strict sequence in every case.
An example of this (simplified) cognitive, affective, and conative process
in given in Figure 3.8. 
Need recognition
We each have different needs at different times and recognize them in different
ways. To a hungry walker, a country orchard is a place for nourishing food,
while the artist sees an opportunity for a magnificent landscape painting. The
next person may see the possibility of a job during the harvesting season.
Needs may be simple and physical (for example, hunger), or complex and
socially produced (recognized success, for example). As consumers, we may
readily recognize our needs, while other people may act to spur us to recognize
other needs. Healthy people know when they are hungry, but it may take an
advertisement or comments from friends to provoke a desire to try a new
restaurant.
Consider joining the fitness gym (Figure 3.8). What need may motivate
this? Do you want to look good in your shorts? When you played tennis at
the weekend, did you tire easily? Has you doctor advised you to lose weight
for health reasons? Are some of your friends regular users, so you can meet
up there? Are you preparing for a fundraising run? Does vigorous exercise
help you to relax after a day at work? We seek to fulfil different needs.
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What are the general ways available to you to meet your recognized need?
Consumer habit renders an answer from memory of what has satisfied us in
the past. We might ask friends or relatives how they have satisfied their similar
need. We might scan through a magazine or check entries in 
Yellow Pages
.
Some advertisements are designed to alert us to a new alternative.