Kim Lord Grid Model strongly advocates that the purchase related decisions of consumers is highly influenced by both affective and cognitive factors. The model suggests that all advertising efforts must be focused on tapping both the affective and cognitive aspects of consumers.
Kim Lord Grid Model works on the basis of customer responses elicited by advertisements that are highly effective. The customer responses elicited through advertisements have a direct connection with the consumer’s attitude towards the message communicated and also projects the purchasing intention of the consumers and the brand they want to go in for.
Kim Lord Grid Model – Cognitive Response Model (CRM)
According to the Kim Lord Grid Model, three types of responses that are cognitive in nature are elicited from consumers. They are:
- Source Oriented Thoughts
- Product/Message Thoughts
- Advertisement Execution Thoughts
• Source Oriented Thoughts – As per Kim Lord Grid Model, Cognitive Responses are elicited due to Source Oriented Thoughts. Source Oriented Thoughts refer to the basic source through which a consumer gets information about a brand or product. When negative impressions prevail about the source person or company, selling the product becomes difficult. However, when the information about products and brands come from a reliable source it is considered as a genuine one and acts as a positive influence over advertising and selling of the product or brand. It is a good idea to hire a reputed personality as a spokesperson or brand ambassador to exert positive influence about the product or brand.
• Product/Message Thoughts – The Product / Message Thoughts as per the Kim Lord Grid Model refers to all the pertinent information given to the target segment or a set of consumers about the product. Such messages can be of two types namely Support arguments and Counter Arguments. While Support Arguments provide all positive details about the product in a highlighted manner, Counter Arguments generally tend to put down the product or brand in bad light in front of the customers. Counter Arguments arise due to various reasons like the negative impression of the source from which the support arguments arise or negative attitude of customers as their favourite brand is getting attacked.
• Advertisement Execution Thoughts – Kim Lord Grid Model substantiates how a live advertisement can make or break the good impression of a consumer in a short time. Even those customers who do not have the intention of buying a particular product may get an idea to go in for the product if the advertisement impacts them in a positive manner. On the contrary, even the customer who is under the impression to buy a product may defer from doing so if the quality of the advertisement has a negative impact on the minds of consumers. Hence all the attributes of an advertisement like the ad copy, ad message, colours, the graphic and visual effects created to make an impact on the consumer or the tone of voice and modulations used are very crucial to make an effective impact.
Consumer decision to purchase a product or choose the product belonging to a particular brand depends on mix and match of various factors. A consumer who has received information about a product from a reliable source may still feel discouraged due to inferior quality of advertisements displayed. It is important that all aspects of advertisements are handled with enough care to exert high levels of influence over the minds of consumers.