Die Rol van verbruikersoriëntasie in die Gekommunikeerde Effekte van Advertensies

Abstract

The purpose of this study was to investigate the role of the cognitive orientation in consumer behaviour, and thereby move towards a consumer-oriented context for the analysis of the communicated effects of advertisements. Advertising theory and research were reviewed, and the conclusion was drawn that the different variables studied by researchers represent unidimensional approaches which are seldom analysed within the integrated cognitive framework of the consumer.

The various dimensions of the consumer's cognitive orientation were specified within an integrated theoretical framework formulated from various theories and findings with regard to cognitive factors such as attitudes, self-concept, motivation and learning. From this emerged two cognitive orientations, viz. a rational orientation which is characterized by price consciousness, performance risk, formal information seeking, etc. and a social orientation which is characterized by self-enhancement, normative and informal social influences, etc. It was hypothesized that the consumer's cognitive orientation is predictive of his evaluation of products (and consequently also of advertisements about products). It was, however, postulated that the cognitive orientation will also be influenced by the nature of particular products.

A further implication of the theory was also taken into account, namely that the effects of advertising on cognition do not necessarily imply attitude change, but that the consumer's involvement with the product plays an important role. This resulted in another proposition, namely that the higher the product involvement, the greater the amount of information seeking, evaluation of alternatives, etcetera.

The study was conducted according to these guidelines.

The factorial structure of consumer orientation was firstly determined.This resulted in two reliable response scales for the measurement of rational and social orientation. These scales were accordingly used to separate the respondents through cluster analysis in homogeneous groups which differ in orientation. Two main clusters were identified, each including two smaller groups. Against the expectation, it was found that all four groups obtained higher scores on the rational scale, although the second main cluster obtained a much higher score on the social scale than the first main cluster. However, further analysis showed that.all four groups differed significantly in their evaluation of 10 given products, and that, especially With regard to some products, a distinct separation of the four groups in two segments emerged, corresponding to their cluster formation. An analysis of the type of product features deemed important by the groups, confirmed that the most important difference between the two main clusters could be attributed to the stronger social orientation of the second main cluster, which was especially evident where "social" products were concerned. It was thus confirmed that the consumer's cognitive orientation influences his evaluation of products. In conclusion, the results indicated a definite covariation of strength of cognitive orientation and product involvement.

On the basis of the abovementioned findings, it was concluded that the cognitive orientation of the consumer offers a valid predictor of his evaluation of, and involvement with, products.

Alternate abstract:

Die doelvan hierdie ondersoek was om die rol van die kognitiewe oriëntasie in verbruikersgedrag te ontleed, en so te beweeg na ontvanger-georiënteerdekonteks vir die ontleding van die .gekommunikeerde effekte van advertensies. Teorieë en navorsing oor advertensies is eerstens in oënskou'geneem, en daar is tot die gevolgtrekking gekom dat die verskillende veranderlikes wat deur navorsers bestudeer word eendimensionele benaderings verteenwoordig wat seide binne die geintegreerde kognitiewe raamwerk van die verbruiker ondersoek word.

Uit verskeie teorieë en bevindings met betrekking tot kognitiewe faktore SODS houdings, selfbeeld, motivering en leer is geintegreerde teoretiese raamwerk geformuleer waarin die verskillende dimensies van die verbruiker se kognitiewe oriëntasie gespesifiseer is. Hieruit het twee kognitiewe oriëntasies voortgevloei, naamlik 'n hieruit het twee kognitiewe rasionele oriëntasie wat gekenmerk word deur prysbewustheid, prestasierisiko, formele informasiesoeke, ensovoorts en 'n sosiale oriëntasies wat gekenmerk word deur selfbeelduitbouing, normatiewe informele sosiale invloede, ensovoorts. Die aanname is gemaak dat kognitiewe oriëntasies van die verbruiker sy evalusasie van produkte (en gevolglik ook advertensies. oor produkte) sal beïnvloed. Daar is egter ook gepostuleer dat die kognitiewe oriëntasie beïnvloed -word deur die aard van bepaalde produkte.

'n Verdere implikasie van die teorie is ook ondersoek, naamlik dat die effekte van advertensies op kognisie nie noodwendig houdingsverandering impliseer nie, maar dat die verbruiker se betrokkenheid by die produk bepalende rol speel. Hieruit het verdere proposisie voortgevloei, naamlik dat hoe hoër die betrokkenheid by die produk, hoe groter die mate van informasiesoeke, evaluasie van alternatiewe, ensovoorts.

Die ondersoek is volgens hierdie riglyne uitgevoer.

Eerstens is die faktoriale struktuur van verbruikersoriëntasies bepaal. Hieruit het twee betroubare responsskale vir die meting van rasionele en sosiale oriëntasie voortgevloei. Die skale is vervolgens gebruik om die proefpersone deur middel van bondelingsanalise. te verdeel in homogene groepe wat verskil in oriëntasie. Twee hoofgroepe is geïdentifiseer, wat elk twee kleiner groepe ingesluit het. Teen die verwagting in, het al vier groepe hoer telling op die rasionele skaal behaal, hoewel die tweede hoofgroepë veel hoër telling op die sosiale skaal behaal het as die eerste hoofgroep. Verdere ondersoek het egter aangetoon dat die vier groepe beduidend verskil het in hul evaluering van 10 gegewe produkte, en dat daar veral ten opsigte van sommige produkte duidelike verdeling van die vier groepe in twee segmente was, wat ooreengekomhet met hul bondelstrukture. 'n Ontleding van die tipe eienskappe wat deur die groepe van belang geag is, het bevestig dat die grootste verskil tussen die twee hoofgroepe toegeskryf kan word aan die sterker sosiale oriëntasie van die tweede hoofgroep, wat veral gemanifesteer iswanneer "sosiale'" produkte ter sprake was. Hiermee is dus bevestig dat die kognitiewe orientasie van die verbruiker sy evaluasie van produkte beïnvloed. Laastens het die bevindings aangedui dat daar duidelike ooreenkoms tussen sterkte van kognitiewe orientasie en betrokkenheid by die prod uk was.

Op grond van bogenoemde bevindings is daar tot die gevolgtrekking gekom dat die kognitiewe oriëntasie van die verbruiker geldige maatstaf van sy evaluering van, en betrokkenheid by, produkte bied.