How Advertising Works: Alternative Situational and Attitudinal Explanations

In: Marketing theory, Volume 4, Issue 1-2, p. 91-112

Abstract

Cognizant of the need to provide for situations ranging from high to low consumer involvement, this article proposes seven new models that recognize different purchase situations and varying attitude formation processes. Specifically, four high involvement models, two variants of a medium-to-lower involvement model, and two low involvement models are proposed. Each model provides for both first-time and repeat-purchase situations. All seven have been developed with the intention of providing advertisers with frameworks upon which to develop integrated marketing communication strategies. In addition to providing for a variety of purchase situations including differing levels of involvement, the models recognize situations where product trial is possible/not possible, as well as differences between first-time and sequential buying situations. They also distinguish between conceptual and experiential attitudes and accordingly, emphasize the importance of conation (direct experience) in the process of attitude formation.