The Relevant Theories Of Advertising

1354 WordsAug 18, 20176 Pages
2.2.2. Relevant Theories of Advertising When discussing within the advertising sector, a universally praised model must to mention is AIDA-model. Lewis (1898) first proposed the concept to describe the steps of consumer behaviour that occurred from the time when a consumer first became aware of a product or brand through to when the consumer tried a product or made a purchase decision (Priyanka, 2013). The model had four psychological stages including awareness, interest, desire, and action (Hassan et al., 2015). It was a useful formula to help marketers develop effective communication strategies as well as to understand how consumers respond to advertising. However, AIDA model was generated in the environment where advertisers took…show more content…
The fundamental factors that were identified to develop the psychological processes include perception, learning, memory, thinking, emotion and motivation (Sternberg 1996). Following the structure of the SOR model, Howard first (1969) proposed the consumer decision-making model (Richarme, M., 2005), which was further developed to be the ‘Theory of Buyer Behaviour’ (Howard et al., 1973). The model considered environment stimulus as variables impacting consumes, and was triggered from various sources. These inputs included core elements of products such as price, quality that the buyer truly confronts (Loudon et al., 1993) as well as symbolic stimuli resulted from advertising. Besides, social stimuli including family, peer and other reference groups also influence consumers before entering the decision process (Foxall 1990). In contrast, Engel et al (1995) did not focus on environmental factors, but paid more attention to the hypothetical construction of the decision process that was the main organism being influenced by inputs. The entire organism was structured around a seven-point decision process: need recognition followed by an internally and externally information search, the evaluation of alternatives, purchase, post purchase reflection and disposal. Aligning with Howard (1973), mainly two factors significantly affected these decisions. First, market stimuli affected consumer’s information process which was
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