Chapter 6 Attitudes Based on Low Consumer Effort
Chapter 6 Attitudes Based on Low Consumer Effort Copyright © Cengage Learning. All rights reserved. 6|
Learning Objectives 1. Issues in changing consumer attitudes when processing is low effort. 2. Role of unconscious influences on attitudes. 3. How consumers form beliefs based on low processing effort and efforts to influence those beliefs. 4. Ways consumers form attitudes through affective reactions when cognitive effort is low. Copyright © Cengage Learning. All rights reserved. 6|2
High-Effort Versus Low-Effort Routes to Persuasion • Peripheral route to persuasion • Peripheral cues Copyright © Cengage Learning. All rights reserved. 6|3
Chapter Overview: Attitude Formation and Change: Low Consumer Effort (Exhibit 6. 1) Copyright © Cengage Learning. All rights reserved. 6|4
Unconscious Influences on Consumers’ Attitudes • Thin-Slice Judgments • Body Feedback Copyright © Cengage Learning. All rights reserved. 6|5
Cognitive Bases of Attitudes When Consumer Effort Is Low • Simple inferences • Heuristics • Frequency heuristic • Truth effect Copyright © Cengage Learning. All rights reserved. 6|6
Factors Influencing Cognitive Attitudes • Communication source – Credibility • Message - Category- and schema-consistent information - Many message arguments - Simple messages - Involving messages - Self-referencing • Message context/repetition Copyright © Cengage Learning. All rights reserved. 6|7
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) Copyright © Cengage Learning. All rights reserved. 6|8
Message Context & Repetition • Can affect strength and salience of consumers’ beliefs • Incidental learning • Truth effect • Context congruent ads • Beware of wearout effects Copyright © Cengage Learning. All rights reserved. 6|9
Affective Bases of Attitudes • Mere exposure effect—wearout • Classical conditioning – Unconditioned • Stimulus- backward • Response – Conditioned stimulus—forward – Concurrent conditioning Copyright © Cengage Learning. All rights reserved. 6 | 10
Classical Conditioning (Exhibit 6. 6) Copyright © Cengage Learning. All rights reserved. 6 | 11
Attitude Toward the Ad Dual Mediation Hypothesis (Exhibit 6. 7) Copyright © Cengage Learning. All rights reserved. 6 | 12
Mood—Categories of Affective Responses • SEVA • Deactivation feelings • Social affection Copyright © Cengage Learning. All rights reserved. 6 | 13
Factors Influencing Affective Attitudes • Communication source – Physical attractiveness - Likeability - Celebrity • Message - Pleasant pictures Music Humor Sex Emotional content Context Copyright © Cengage Learning. All rights reserved. 6 | 14
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