3. Chapter Overview
3
High-Effort Versus Low-Effort Routes to Persuasion
Unconscious Influences on Attitudes When Consumer Effort is
Low
Cognitive Bases of Attitudes When Consumer Effort is Low
How Cognitive Attitudes Are Influenced
Affective Bases of Attitudes When Consumer Effort Is Low
How Affective Attitudes Are Influenced
4. High-Effort Versus Low-Effort Routes to
Persuasion
4
Low-Effort is more likely to involve:
Peripheral Route to Persuasion
Less use of main message arguments
Peripheral Cues
Easily-processed “non-central” aspects of a message, e.g.,
music, visuals
7. Unconscious Influences on Attitudes When
Consumer Effort is Low
7
Occurs below conscious awareness
Thin-Slice Judgments
Evaluations made after very brief observations
Often accurate
Body Feedback
E.g. nodding vs. shaking head
8. Cognitive Bases of Attitudes When
Consumer Effort Is Low
8
Simple Inferences
Belief based on a simple association, e.g. categorization, country of
origin, price
Heuristics
Rules-of-thumb that are easy to invoke and require little thought
Frequency Heuristic
(http://www.cnngo.com/hong-kong/none/worlds-greatest-city-hong-kong-576599)
More arguments = Stronger claim
Truth Effect
Many repetitions = Likely to believe
9. How Low-Effort Cognitive Attitudes Are
Influenced
9
Communication Source (e.g. credibility, expertise)
The Message
Category- and Schema-Consistent Information (e.g. “lite”)
Many Message Arguments: frequency heuristics
Simple Messages: focus on one or two key benefits
Involving Messages: self-referencing
Message Context and Repetition
Repetition: Incidental Learning
11. The Mere Exposure Effect
11
Familiarity Liking, but
Wearout: Implication multiple executions
12. Affective Bases of Attitudes When
Consumer Effort Is Low
12
Classical Conditioning
Producing a response to a stimulus by associating it with another
stimulus that produces the desired response
Pavlov’s experiment
15. Affective Bases of Attitudes When
Consumer Effort Is Low
15
Classical Conditioning
Producing a response to a stimulus by associating it with another
stimulus that produces the desired response
Conditions:
No existing association between CS and UCS
Forward conditioning: CS UCS
Repetition to increase strength of association
Awareness of link between CS and UCS
Logical fit between CS and UCS
16. Affective Bases of Attitudes When
Consumer Effort Is Low
16
Attitude Toward the Ad (Aad)
May be more important in predicting overall attitudes when
effort is low
Dual-Mediation Hypothesis: explain how Aad influences brand
attitudes
If you like an ad, you may
Be more likely to believe it indirect influence on brand attitudes
Be more likely to like the brand direct influence on brand attitudes
18. Affective Bases of Attitudes When
Consumer Effort Is Low
18
Mood
Existing moods can influence evaluations
Positive mood Ignore negative information
Categories of affective responses
SEVA: Upbeat and happy
Deactivation feelings: Quiet and calmed
Social affection: Warm and friendly
Effects of color and lighting
19. How Affective Attitudes Are Influenced
19
The Source
Attractive
Likeable
Celebrity: both attractive and likable
20. How Affective Attitudes Are Influenced
20
The Message
Pleasant Pictures (error on p171 – “visual stimuli can serve…”)
Music (same error on p171 – “music can be…”)
Humor
Sex
Emotional Content
Transformational advertising
Dramas
Message Context
Ad after news? Ad after a happy program?
21. König Pilsener is using a sex
appeal in this ad for its Lemon
beer to influence the attitudes of
its target market.
