MARK432 Study Guide - Final Guide: Marketing Communications, Product Recall, Product Demonstration

• School: University of Alberta
• Department: Marketing
• Course: MARK432
• Professor: Jim Swaffield

Document Summary

Integrated information response model (iirm: the iirm states that product beliefs and attitudes are influenced from both advertising and personal experience o with the product. Link what is happening in the integrated information response model to cognitive learning, classical conditioning, and operate learning: when the purchase is high involvement consumers need to decrease the perception of risk. Thus, high elaboration or high amounts of information is needed to reduce risk. This involves a cognitive learning model because you cannot develop deep knowledge through classical conditioning. The integrated information response model low-involvement purchases: with low-involvement purchases advertising creates general product awareness, however it also creates: low information acceptances. lower-order beliefs (weakly held beliefs). low order affect. With repetitive advertising (and need) consumers become more likely to make a trial purchase to gather information. The direct experience from a trial leads to: Higher order beliefs and affect (strongly held beliefs). The integrated information response model high -involvement purchases.