Advertising and Public Relations Research

Prof. Jerielyn V. Reyes

Bleza, Richard Leonard

De Castro, Julius

Dela Austria, Alecx

Magalinao, Apple Ann

Navarro, Cielo

Sison, Joyce

Tura, Mark Leomides

Urera, Ma. Delmar

Viernes, Dominic
 THEORETICAL FRAMEWORK

.1 Theory of Reasoned Action (TRA)

According to Ajzen and Fishbein (1975 & 1980), the TRA has three general constructs, namely
the behavioral intention (BI), attitude (A), and subjective norm (SN).

The TRA states that two things guide a persons intentions: the person's attitude towards the
behavior and the subjective norm. Behavioral intention measures how likely the person would
like to do the intention. Attitude consists of beliefs about the consequences of performing the
behavior multiplied by his or her valuation of these consequences. Subjective norm is the
combination of alleged expectations from relevant individuals or groups and the intentions to
fulfil these expectations.

Attitudes: the sum of beliefs about a particular behavior weighted by evaluations of these
beliefs.

Example: You might believe that buying milk will be healthier for your family than buying
soda; that milk tastes better than other beverages; that milk is more expensive. Each of these
beliefs can be weighted (e.g., health issues might be more important to you than issues of
price).

Subjective norms: looks at the influence of people in ones social environment on his/her a
behavioral intention; the beliefs of people, weighted by the importance one attributes to each of
their opinions, will influence ones behavioral intention.

Example: Your spouse doesnt like to drink milk because he thinks hes old enough to do
so, but your little daughter encourages you to drink milk with her during nighttime. The beliefs of
these people, weighted by the importance you attribute to each of their opinions, will influence
your behavioral intention to drink milk, which will lead to your behavior to drink milk or not.

Behavioral intention: a function of both attitudes toward a behavior and subjective norms
toward that behavior, which has been found to predict actual behavior.

Example: Your attitudes about drinking milk combined with the subjective norms about it,
each with their own weight, will lead you to your intention to drink milk or not, which will then
lead to your actual behavior.
.2 Psychology Behind Developing Brand Loyalty

According to Psychology behind developing brand loyalty from University of California, the use
of color can affect how the brand represent the mood or feeling that it tries to induce. It also
states that consumers go for which sound more expensive and sophisticated than the plain
ones.

Proper treatment of costumer is one of the factors of brand loyalty. Experience with the brand
could affect consumers perception with it.

.3 Freudian Theory

The Freudian Theory states that personality consists of three interacting systems. First is the Id
which is related to physiological or impulsive needs to which one seeks immediate satisfaction.
Another is the Super Ego which is an individuals internal expression of moral / ethical codes of
conduct; socio cultural forces. Then the Ego or the individuals conscious control which
functions as an internal monitor that attempts to balance the impulsive needs.

Built on the premise that unconscious needs or drives, especially sexual and other biological
drives are at the heart of human motivation ulterior motives.

Although Ego is capable of resolving many of the conflicts that arise between the personality
components, there are certain occasions when there is no solution, leading to tensions within.
Defense mechanisms are unconsciously determined techniques for avoiding or escaping from
such high levels of tension. Kinds of defense mechanisms are:

Repression: resolving conflict by minimizing aspects of the conflicting situation. (Example:

Conflict about watching sporting event which brings in violent and entertaining aspects. As ego
cannot reach the compromise, the individual will work to reduce the violent aspects of the sport
in his mind).

Projection: feelings generated by individuals Id or super ego is ascribed to another person or

group; (a persons disdain for others who constantly purchase products and display them can be
from their own desire to engage in same behavior)

Identification: the individual unconsciously imitates the behavior of another person who has
successfully handled a similar conflict. (Example: An actress appearing in ads which says, I
enjoy my drink, but I never drive after I drink.)

Reaction Formation: Unconscious feelings held toward others are consciously expressed as
opposites (Example: A partner who is un-loyal might actually purchase many gifts for the other.)
.4 EKB Model

The EKB Model expands on the theory mentioned earlier which is the Theory of Reasoned
Action, and lays out a five-step-process that consumers use when making a purchase. The first
step input is where consumers absorb most of the marketing materials they see on the
television, newspapers, or online. Once the consumers collect the data, he or she moves into
information processing, where the consumer compares the input to past experiences and
expectations.

Consumers move to the decision-making stage after a period of thought, choosing to make a
purchase based on rational insight. Consumers are affected in the decision-making phase by
process variables and external influences, including how the consumer envisions his or herself
after making the purchase.

Under the EKB Model, marketers have two periods where their input is the most valuable.
During the initial information stage, marketers must provide consumer with enough information
about the product to drive the consumer to keep the companys products under construction for
purchase. Marketing becomes a factor again in the phase of external influences. Lifestyle
brands are very good at instilling desire in the consumer to look or feel a certain way with the
product, even if the brands product is not fundamentally different from the competition.

.5 Triangular Theory of Love

According to researches specializing in hospitality, brand love is not much different than human
love. So, considered a leading academic on the science of love, human development professor
Robert Sternberg develop the Triangular Theory of Love and Theory of Love as a Story
frameworks.

Base on the definition of Academics who specialize in the field of human relations, Love is the
result of personal connections developed overtime, based on lifestyle alignment that engender
emotional experience and long-term loyalty.

In the context of interpersonal relationships "the three components of love, according to the
triangular theory, are an intimacy component, a passion component, and a
decision/commitment component.

The research states:

The three indicators of love- passion, intimacy, and decision/commitment- are quite popular
when conceptualizing consumers love for brands. Although there is theoretically grounded
agreement among researches that perceived quality, value and satisfaction offer the best
assessment of brand loyalty, the limitation of these constructs on explaining and predicting
brand loyalty are acknowledge.