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Using Cognitive Risk Engagement in Marketing Messages

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Marketing is a fundamental function of any business or organization. Without a strong marketing mix and design maximization revenue will be limited. A study by Zhang & Buda (1999) tested the effectiveness of message framing and need for cognition to determine which types of people certain advertisements appeal. Most demographics are based in tangible concepts such as locality and income but the psychological depth of processing advertising has not been fully explored.  All marketing messages are part of a communication. It follows a process where the sender encodes information, uses a medium (i.e.) media, is distorted by environmental noise (internal or external), decoded by the receiver, that elicits a response (i.e. to purchase or not purchase) (Yehsin, 1999). The depth by which person decodes and interprets information is important for determine marketing effectiveness. Those with a need for higher or lower cognitive engagement will naturally have different responses.