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8.2.2 Micro Communication

The micro model of communication focuses on understanding the consumer's reaction to marketing communication. It examines how a consumer progresses from awareness to purchase and beyond. Various models explain this response, helping marketers tailor their strategies based on consumer behavior.

Generalized Consumer Response Model

Stages of Consumer Response:

  1. Awareness: The consumer becomes aware of the product.
  2. Knowledge: The consumer gathers information about the product (e.g., features, benefits).
  3. Liking: A positive attitude or emotional connection forms.
  4. Preference: The consumer begins favoring the product over alternatives.
  5. Conviction: The consumer develops a strong belief in the product's value.
  6. Purchase: The consumer takes action to buy the product.

Purpose of Marketing Communication:

  • To guide the consumer through one or more stages of this journey.
  • To align the communication strategy with the desired outcome, whether it is awareness, preference, or purchase.

Key Insight: An enjoyable advertisement is not always a successful one. Success depends on whether the communication achieves its intended purpose.

Models of Consumer Response

1. AIDA Model:

  • Stages:
  • Awareness
  • Interest
  • Desire
  • Action
  • Application: Focuses on capturing attention and progressing towards purchase.

2. Hierarchy of Effects Model:

  • Stages:
  • Awareness
  • Knowledge
  • Liking
  • Preference
  • Conviction
  • Purchase
  • Application: Emphasizes building a step-by-step emotional and rational connection with the product.

Response Sequences

Different products and consumer involvement levels lead to varying sequences of response:

1. Learn, Feel, Do:

  • Explanation: Consumers first learn about the product, develop an emotional connection, and then take action to purchase.
  • Applicability: High-involvement products with significant differentiation (e.g., automobiles).
  • Example: A car buyer researches, feels emotionally connected during a test drive, and then decides to buy.

2. Do, Feel, Learn:

  • Explanation: Consumers act first, then form opinions and learn about the product later.
  • Applicability: Low-involvement products or products with limited differentiation (e.g., chewing gum).
  • Example: A customer buys Center Fresh gum, enjoys its taste, and learns about the brand post-purchase.

3. Learn, Do, Feel:

  • Explanation: Consumers learn about the product, act based on this knowledge, and develop emotional responses later.
  • Applicability: Low-involvement products with minimal differentiation (e.g., salt or batteries).
  • Example: A buyer chooses a known battery brand due to prior knowledge and experiences satisfaction after use.

Case Studies: Applying Micro Models

1. Center Fresh Gum:

  • Sequence: Do, Feel, Learn.
  • Reason: Consumers likely buy the gum first without extensive research, experience its taste, and then associate with the brand.
  • Objective: Build liking and preference through enjoyable and memorable campaigns.

2. Diabetic Toffee:

  • Sequence: Learn, Do, Feel.
  • Reason: The product caters to a niche audience (diabetics) and has a higher price. Consumers need to understand its benefits before trying it.
  • Objective: Highlight differentiation (e.g., sugar-free quality), ensure knowledge transfer, and foster trial.

3. Godiva Chocolate:

  • Sequence: Learn, Feel, Do.
  • Reason: High-priced luxury chocolates require consumers to understand the brand’s exclusivity, build emotional resonance, and then commit to purchase.
  • Objective: Emphasize brand prestige and create a sense of indulgence before purchase.

Developing Marketing Strategies Based on Micro Models

  1. Identify Consumer Group:

  2. Determine the target audience and their involvement level.

  3. Understand Product Differentiation:

  4. Assess whether the product stands out in the market.

  5. Select the Appropriate Sequence:

  6. Align communication strategy with the likely consumer response pattern:

    • Learn, Feel, Do for high-differentiation, high-involvement products.
    • Do, Feel, Learn for low-involvement products.
    • Learn, Do, Feel for low-involvement, low-differentiation products.

  7. Design Campaigns Accordingly:

  8. For awareness: Use broad-reach media like TV or social platforms.
  9. For preference: Highlight unique features and benefits.
  10. For purchase: Offer promotions, discounts, or easy accessibility.

Conclusion

The micro model of communication helps marketers predict and influence consumer behavior by understanding the typical response patterns for different products. Whether promoting a luxury chocolate, a niche toffee, or everyday gum, the success of marketing communication lies in tailoring strategies to align with how consumers learn, feel, and act in relation to the product.

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