A Study of the Macro to Micro Process of Persuasion for Advertising in Context Towards a Meso Dominant Logic Model of Consumer Behaviour

This thesis gains an insight into advertising and integrated marketing communications with an exploration of the relationships between advertisers and consumers at the meso level of interface between the two groups. As an initial investigation into advertising and integrated marketing communications and its relationships to consumers’ behaviour, the inquiry develops by exploring an alternative lineage of interpretive consumer research. The two areas of focus emerging from the literature review are the concepts of manufacturing consent (Herman and Chomsky, 2002) as the macro advertiser / sender level of behaviour and the concept of motivational behaviour research (Tadajewski, 2006) as the micro consumer / receiver level of behaviour. The study utilises a mixed methods research design to explore the interface between advertisers and consumers. From the analysis of the commonalites and variances within the data, a mapping of behaviour between the two groups presented a new and unexpected set of interactions. Interactions that reflect the Foundation Premises within the work of Vargo and Lush (2008) by developing an emergent conceptual model. Keywords: Consumer behaviour / Advertising / Integrated marketing communications / Manufacturing consent / Motivational behaviou