Chapter 6 Attitudes Based on Low Consumer Effort.
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Transcript of Chapter 6 Attitudes Based on Low Consumer Effort.
Chapter 6
Attitudes Based on Low Consumer Effort
Learning Objectives~ Ch.6
To understand:1. Issues in changing consumer attitudes when processing
is low effort.
2. The role of unconscious influences on attitudes.
3. How consumers form beliefs based on low processing effort & efforts to influence those beliefs.
4. Ways consumers form attitudes through affective reactions when cognitive effort is low.
Learning Objectives~ Ch.6
1. Outline some of the issues marketers face in trying to change consumers’ attitudes when processing effort is low.
2. Explain the role of unconscious influences on attitudes and behavior in low effort situations.
3. Discuss how consumers form beliefs based on low processing effort and explain how marketers can influence those beliefs.
4. Describe how consumers form attitudes through affective reactions when cognitive effort is low.
5. Highlight how marketers can use the communication source, message, and context to influence consumers’ feelings and attitudes when processing effort is low.
High-Effort vs. Low-Effort Routes to Persuasion
Peripheral route to persuasion
Peripheral cues
Attitude Formation and Change: Low Consumer Effort
Low Consumer Effort: Beer, Other Examples?
©adage.com; thestlouisegotist.com
Unconscious Influences on Consumers’ Attitudes
Thin-Slice Judgments
Body Feedback
Cognitive Bases of Attitudes When Consumer Effort Is Low
Simple inferences
Heuristics
Frequency heuristic
Truth effect
Factors Influencing Cognitive Attitudes
Communication source
– CredibilityMessage
- Category- and schema-consistent information
- Many message arguments
- Simple messages
- Involving messages
- Self-referencingMessage context/repetition
Marketing Implications
Marketers can increase self-referencing by:
– Directly instructing consumers
– Using the word “you” in an ad
– Asking rhetorical questions
– Using visuals of common consumer situations
Mystery Ads (wait and bait)
Other techniques (avatars, scratch & sniff)
Message Context & Repetition
Can affect strength and salience of consumers’ beliefs
Incidental learning
Truth effect
Context congruent ads
Beware of wearout effects
Affective Bases of Attitudes
Mere exposure effect—wearout
Classical conditioning– Unconditioned
• Stimulus- backward• Response
– Conditioned stimulus—forward
– Concurrent conditioning
Classical Conditioning
Attitude Toward the Ad Dual Mediation Hypothesis
Mood—Categories of Affective Responses
SEVA
Deactivation feelings
Social affection
Factors Influencing Affective Attitudes
Communication source
– Physical attractiveness- Likeability- Celebrity- Sport
Message
-Pleasant pictures-Music-Humor-Sex-Emotional content-Context
Questions?