Abstract
D.Phil.
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,
etc.
The study was conducted according to these guidelines.
The factorial structure of consumer orientation was firstly determined.