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Ch.6 ATTITUDES BASED ON LOW EFFORT

Customer Behavior

AngelCalunce
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Ch.6 ATTITUDES BASED ON LOW EFFORT

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  1. ATTITUDES BASED ON LOW EFFORT CUSTOMER BEHAVIOR BY: ANGEL CALUNCE 6

  2. High-Effort versus low-effort routes to persuasion High-Effort versus low-effort routes to persuasion Low-effort situation – when customers are either unwilling or unable to exert a lot of effort or devote emotional resources to processing the central idea behind a marketing communication.

  3. High-Effort versus low-effort routes to persuasion Peripheral route to persuasion – aspects other than key message arguments that are used to influence attitudes. Peripheral cues – easily processed aspects of a message, such as music, and attractive source, picture, or humor.

  4. Unconscious influences on attitudes when consumer effort is low Thin-slice Judgments – evaluations made after very brief observations. Body Feedback – physical reactions.

  5. Cognitive bases of attitudes when consumer effort is low Simple inferences – beliefs based on peripheral cues. Heuristics – simple rules of thumb that are used to make judgments.

  6. Cognitive bases of attitudes when consumer effort is low Frequency heuristic – belief based simply on the number of supporting arguments or amount of repetition. Truth effect – when consumers believe a statement simply because it has been repeated a number of times.

  7. END

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