"With implications for marketing communication, the learn-feel-doheirarchy model, was proposed by Vaughn and his colleagues in the 1980’s at Foote, Cone and Belding; thus, it also acme to be known as the FCB Matrix,. Consumer decision making varies across the nature of product/service offerings. According to the model, some purchases are backed by a lot of cognition and thinking, while others are based on feelings and emotions. The combination of these reference points produces a strategy matrix. The marketer has to choose appropriate strategies for different kinds of product/service offerings. He needs to analyze the nature of his product, and design his promotion strategy accordingly; the advertising medium should relate to the product category. The learn-feel-do model is a simple matrix that links consumer decision making and consumer choices to three components which are information (learn), attitude (feel), and behavior (do). The matrix classifies consumer decision-making along two dimensions, high/low involvement and thinking/feeling. Involvement as a dimension is represented on a continuum as high and low; over time one moves from high to low involvement. Thinking and feeling represent the other axis again as two ends of a continuum; with time, there is a movement from thinking toward feeling. As illustrated in the matrix, based on cross combinations, there are four cells, viz., High Involvement/High Thinking, High Involvement/High Feeling, Low Docsity.com Involvement/Low Thinking and Low Involvement/Low Feeling. Put together they Each of these quadrants holds relevance to designing of marketing communication. Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
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