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low effort attitude

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low effort attitude

  1. 1. Attitudes Based on Low Effort
  2. 2. 2Exhibit 6.1:Chapter Overview:Attitude Formationand Change: LowConsumer Effort
  3. 3. Chapter Overview3 High-Effort Versus Low-Effort Routes to Persuasion Unconscious Influences on Attitudes When Consumer Effort isLow 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. 4. High-Effort Versus Low-Effort Routes toPersuasion4Low-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
  5. 5. 5Usage of Central vs. Peripheral Routes in the samecategory
  6. 6. 6Exhibit 5.1: General Approaches toAttitude Formation and Change.
  7. 7. Unconscious Influences on Attitudes WhenConsumer Effort is Low7Occurs below conscious awareness Thin-Slice Judgments Evaluations made after very brief observations Often accurate Body Feedback E.g. nodding vs. shaking head
  8. 8. Cognitive Bases of Attitudes WhenConsumer Effort Is Low8 Simple Inferences Belief based on a simple association, e.g. categorization, country oforigin, 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. 9. How Low-Effort Cognitive Attitudes AreInfluenced9 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
  10. 10. 10Exhibit 5.1: General Approaches toAttitude Formation and Change.
  11. 11. The Mere Exposure Effect11 Familiarity  Liking, but Wearout: Implication  multiple executions
  12. 12. Affective Bases of Attitudes WhenConsumer Effort Is Low12 Classical Conditioning Producing a response to a stimulus by associating it with anotherstimulus that produces the desired response Pavlov’s experiment
  13. 13. Pavlov’s experiment13
  14. 14. 14Exhibit 6.4: Classical and EvaluativeConditioning
  15. 15. Affective Bases of Attitudes WhenConsumer Effort Is Low15 Classical Conditioning Producing a response to a stimulus by associating it with anotherstimulus 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. 16. Affective Bases of Attitudes WhenConsumer Effort Is Low16 Attitude Toward the Ad (Aad) May be more important in predicting overall attitudes wheneffort is low Dual-Mediation Hypothesis: explain how Aad influences brandattitudes 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
  17. 17. 17Exhibit 6.5: The Dual-MediationHypothesis
  18. 18. Affective Bases of Attitudes WhenConsumer Effort Is Low18 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. 19. How Affective Attitudes Are Influenced19 The Source Attractive Likeable Celebrity: both attractive and likable
  20. 20. How Affective Attitudes Are Influenced20 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. 21. König Pilsener is using a sexappeal in this ad for its Lemonbeer to influence the attitudes ofits target market.
  22. 22. 22Norwegian Cruise Uses Transformational Advertising
  23. 23. 23Norwegian Cruise Uses Transformational Advertising
  24. 24. 24 Quiz 2 on March 27 (7pm to 8:10pm, LTJ) Same format as Quiz 1 Chapters 3, 4, 5, 6 No class on that day

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