Rossiter-Percy grid

The Rossiter-Percy grid is a model of attitude, representing how consumers evaluate products or brands.

Rossiter-Percy grid

John R. Rossiter & Larry Percy

The Rossiter-Percy grid is essentially a model of attitude, representing how consumers evaluate products or brands. It conceptualises consumers' attitudes towards a brand or product in terms of two dimensions: involvement and motivation. These two dimensions have been integrated into a strategic grid.

The Rossiter-Percy grid posits brand awareness as a necessary communication objective for advertising, prior to brand attitude. Brand awareness is distinguished in terms of brand recognition, where the brand is chosen at the point of purchase, and brand recall, where the brand is remembered prior to reaching...

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