Final Project
Chapter 6
Attitudes Based on Low Consumer Effort
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© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Learning Objectives
Outline some issues marketers face in trying to change consumers’ attitudes when processing effort is low
Explain the role of unconscious influences on attitudes and behavior in low-effort situations
Discuss how consumers form beliefs based on low-processing cognitive effort
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Learning Objectives (continued)
Show how marketers can influence cognitive attitudes through communication source, message, context, and repetition
Describe how consumers form attitudes through affective reactions when cognitive effort is low
Highlight how marketers can use the communication source, message, and context to influence consumers’ feelings and attitudes when processing effort is low
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Low-Effort Situation
Consumers are unwilling/unable to use effort or emotional resources to process an idea
Strategies to overcome effects of low-level processing
Peripheral route to persuasion: Aspects other than key message arguments that are used to influence attitudes
Peripheral cues: Easily processed characteristics of a message
Design ads to favor the thoughts and feelings of consumers
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Unconscious Influences on Consumers’Attitudes
Thin-slice judgments: Evaluations made after very brief observations
Body feedback
Influences attitude and behavior
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Cognitive Bases of Attitudes in Low-Effort Consumers
Simple inferences
Beliefs based on peripheral cues
Heuristics: Rules of thumb that are used to make judgments
Frequency heuristic: Belief based on the number of supporting arguments or amount of repetition
Truth effect: Consumers believe a statement simply because it has been repeated a number of times
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Characteristics of Communication That Influence Cognitive Attitudes
Communication source
Source expertise is used to judge the credibility of a message
Message
Category- and schema-consistent information
Number of supporting arguments
Simple messages
Involving messages such as self-referencing
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Characteristics of Communication That Influence Cognitive Attitudes (continued)
Message context and repetition
Message context affects the strength and salience of consumers’beliefs
Repetition enhances brand awareness
Increases recall through incidental learning
Activates truth effect
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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 ad: Brand is not identified until the end of the message
Other techniques include using avatars in websites and scratch-and-sniff print ads
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Affective Bases of Attitudes
Mere exposure effect: Tendency to prefer familiar objects
Consumers experience wearout or get bored with a stimulus
Classical conditioning: Producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response
Unconditioned stimulus (UCS)
Unconditioned response (UCR)
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Affective Bases of Attitudes (continued)
Conditioned stimulus (CS)
Conditioned response (CR)
Evaluative conditioning: Producing an affective response by repeatedly pairing a neutral conditioned stimulus with an emotionally charged unconditioned stimulus
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When Does Conditioning Occur?
CS–UCS link is relatively novel or unknown
CS precedes UCS (forward conditioning)
CS is paired consistently with UCS
Consumer is aware of the link between conditioned and unconditioned stimuli
Logical fit exists between conditioned and unconditioned stimuli
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Exhibit 6.4 - Classical Conditioning
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Exhibit 6.5 - The Dual-Mediation Hypothesis
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Mood: Categories of Affective Responses
SEVA
Surgency, elation, vigor, and activation
Deactivation feelings
Soothing, relaxing, quiet, or pleasant responses
Social affection
Feelings of warmth, tenderness, and care
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Factors Influencing Affective Attitudes
Communication sources include physical attractiveness, likability, and celebrity
Message
Pleasant pictures
Music
Humor
Sex
Emotional content such as transformational advertising and dramas
Context
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Exhibit 6.8 - Humor in Advertising
© 2017 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.