Vaughn, R (1980) created the FCB grid which you can see above, to analyse consumer- product relationships. He believed decisions depend on high vs low involvement and think vs feel- involvement meaning the interest level for the product. The model is based on people using their left brain for thinking and their right brain for feeling, the University of Utah neuroscientists have discovered that this is actually not true, mental processes take place in both sides of the brain (Novotney, A. 2013).
Each section of the grid requires different advertising approaches because different products fall into each.
Vaughn, R (1989) writes that there are three major feeling motives that people want to meet and they are: Ego gratification, social acceptance and sensory pleasure. Vaughn suggests that there is a sequence called the learn-feel-do, the sequence is rearranged for each quadrant of the grid depending on the way consumers process the information.
The first section of the grid High Think is for products such as cars, houses and furnishings, products that involve informative decisions. Learn-feel-do is the sequence for this section as consumers want to learn about the product before they feel or take action. Specific information and demonstrations is how practitioners should advertise these products.
High feel products are Jewelry, cosmetics and fashion. The sequence for this is feel-learn-do, these products are the ones we buy to fulfill a feeling motive like social acceptance. These advertisements should cause emotional responses.
Low think are products that may be brought by habit: food or household items, do-learn-feel. Advertisements only need to be reminders for this section.
Low feel products are things such as alcohol or confectionery, FMCG's that fulfill a sensory pleasure. Vaughn suggests newspapers and point of sale advertisements for this section. (Fill, C et al. 2013)
Although people don't use the different sides of their brains for different decisions i think this model is still very relevant today. It helps understand the way people make decisions for different product categories, and i do make feeling decisions based on meeting feeling motives without even knowing it. Some high price purchases do involve more 'learning' before you 'feel' or 'do' anything.
Each section of the grid requires different advertising approaches because different products fall into each.
Vaughn, R (1989) writes that there are three major feeling motives that people want to meet and they are: Ego gratification, social acceptance and sensory pleasure. Vaughn suggests that there is a sequence called the learn-feel-do, the sequence is rearranged for each quadrant of the grid depending on the way consumers process the information.
The first section of the grid High Think is for products such as cars, houses and furnishings, products that involve informative decisions. Learn-feel-do is the sequence for this section as consumers want to learn about the product before they feel or take action. Specific information and demonstrations is how practitioners should advertise these products.
High feel products are Jewelry, cosmetics and fashion. The sequence for this is feel-learn-do, these products are the ones we buy to fulfill a feeling motive like social acceptance. These advertisements should cause emotional responses.
Low think are products that may be brought by habit: food or household items, do-learn-feel. Advertisements only need to be reminders for this section.
Low feel products are things such as alcohol or confectionery, FMCG's that fulfill a sensory pleasure. Vaughn suggests newspapers and point of sale advertisements for this section. (Fill, C et al. 2013)
Although people don't use the different sides of their brains for different decisions i think this model is still very relevant today. It helps understand the way people make decisions for different product categories, and i do make feeling decisions based on meeting feeling motives without even knowing it. Some high price purchases do involve more 'learning' before you 'feel' or 'do' anything.
Referencing
Fill, C. et al (2013). Advertising: strategy and creativity and media. Essex: Pearsons.
Novotney, A. (2013). Despite what you've been told, you aren't 'left-brained' or 'right-brained'. Available: http://www.theguardian.com/commentisfree/2013/nov/16/left-right-brain-distinction-myth.
Vaughn, Richard (1980), "How Advertising Works: A Planning Model," Journal of Advertising Research, 20 (5), 27-33
Vaughn, R. (1989). On the Relationship Between Motives and Purchase Decisions: Some Empirical Approaches. Advances in Consumer Research. 16 (n/a), 293-299.
Fill, C. et al (2013). Advertising: strategy and creativity and media. Essex: Pearsons.
Novotney, A. (2013). Despite what you've been told, you aren't 'left-brained' or 'right-brained'. Available: http://www.theguardian.com/commentisfree/2013/nov/16/left-right-brain-distinction-myth.
Vaughn, Richard (1980), "How Advertising Works: A Planning Model," Journal of Advertising Research, 20 (5), 27-33
Vaughn, R. (1989). On the Relationship Between Motives and Purchase Decisions: Some Empirical Approaches. Advances in Consumer Research. 16 (n/a), 293-299.