1. Who Says What
In Which
Channel To
Whom With
What Effect
Effect on Target Audience
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2. Domino model of
communication effects
(Grunig & Hunt, 1984)
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3. Influence of values on effect
Values
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4. Attitude domino consists of
three components:
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5. Response Hierarchy Models
(Kotler: Marketing Management; 2000, p555)
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6. ‘Domino’ in other cultures
(De Mooij 1998, p171)
• Learn-feel-do is mainly applicable to products
of “high involvement”: decision process is
highly rational.
• “low involvement” products”: learn-do-feel:
consumer forms his attitude after using.
• Japanese: feel-do-learn => Consumer feels
the urge to buy, afterwards he learns about
the product. Advertising is based on building
trust, relation between company & consumer
(therefore: rarely any consumer brands,
mainly corporate brands in Japan).
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