A Study of the Macro to Micro Process of Persuasion for Advertising in Context Towards a Meso Dominant Logic Model of Consumer Behaviour

Parker, Don (2014) A Study of the Macro to Micro Process of Persuasion for Advertising in Context Towards a Meso Dominant Logic Model of Consumer Behaviour. PhD thesis, University of South Wales.

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Abstract

This thesis gains an insight into advertising and integrated marketing communications with an exploration of the relationships between advertisers and consumers at the meso level of interface between the two groups. As an initial investigation into advertising and integrated marketing communications and its relationships to consumers’ behaviour, the inquiry develops by exploring an alternative lineage of interpretive consumer research. The two areas of focus emerging from the literature review are the concepts of manufacturing consent (Herman and Chomsky, 2002) as the macro advertiser / sender level of behaviour and the concept of motivational behaviour research (Tadajewski, 2006) as the micro consumer / receiver level of behaviour. The study utilises a mixed methods research design to explore the interface between advertisers and consumers. From the analysis of the commonalites and variances within the data, a mapping of behaviour between the two groups presented a new and unexpected set of interactions. Interactions that reflect the Foundation Premises within the work of Vargo and Lush (2008) by developing an emergent conceptual model. Keywords: Consumer behaviour / Advertising / Integrated marketing communications / Manufacturing consent / Motivational behaviour

Item Type: Thesis (PhD)
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Research Priority Areas: Innovation, Design and Technology
Depositing User: Don Parker
Date Deposited: 13 Nov 2017 12:45
Last Modified: 13 Nov 2017 12:45
URI: http://eprints.glos.ac.uk/id/eprint/2922

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