The Foote, Cone, and Belding Grid. Traditional Response Hierarchy Models Feel(like/dislike)Feel(like/dislike) Do(action)Do(action) Learn(awareness/knowledge)Learn(awareness/knowledge)

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Presentation transcript:

The Foote, Cone, and Belding Grid

Traditional Response Hierarchy Models Feel(like/dislike)Feel(like/dislike) Do(action)Do(action) Learn(awareness/knowledge)Learn(awareness/knowledge) Which comes first?

Foote, Cone & Belding Grid 1 Informative The Thinker 2 Affective The Feeler 3 Habit Formation The Doer 4 Self- Satisfaction The Reactor ThinkingFeeling High Involvement Low Involvement

Foote, Cone & Belding Grid 1 Informative The Thinker Car-house-furnishings-new products Model: Learn-feel-do (economic?) Possible implications Test:Recall diagnostics Media:Long copy format Reflective vehicles Creative:Specific information Demonstration Thinking High Involvement Saturn Ad

Foote, Cone & Belding Grid 2 Affective The Feeler Jewelry-cosmetics-fashion goods Model: Feel-learn -do (psychological?) Possible implications Test:Attitude change Emotional arousal Media:Large space Image specials Creative:Executional Impact Feeling High Involvement Victoria’s Secret Ad

Foote, Cone & Belding Grid 3 Habit formation The Doer Food-household items Model: Do-learn-feel (responsive?) Possible implications Test:Sales Media:Small space ads 10-second ID’s Radio; Point of Sale Creative:Reminder Thinking Low Involvement Trident Ad Sponsor 1 Sponsor 2 Sponsor 3

Foote, Cone & Belding Grid 4 Self-satisfaction The Reactor Cigarettes, liquor, candy Model: Do-feel-learn (social?) Possible implications Test:Sales Media:Billboards Newspapers Point of Sale Creative:Attention Feeling Low Involvement