Chapter 6

1. Chapter 6 Attitudes Based on Low Consumer Effort

2. Learning Objectives~ Ch. 6 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 effort and explain how marketers can influence those beliefs. 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.

3. Unconscious Influences on Consumers’ Attitudes • Thin-slice judgments • Body feedback

4. Cognitive Bases of Attitudes When Consumer Effort Is Low Simple inferences Heuristics Frequency heuristic Truth effect

5. 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

6. Message Context & Repetition Can affect strength and salience of consumers’ beliefs Incidental learning Truth effect Context congruent ads Beware of wearout effects

7. Affective Bases of Attitudes • Mere exposure effect—wearout • Classical conditioning • Unconditioned • Stimulus—backward • Response • Conditioned stimulus—forward • Concurrent conditioning

8. Factors Influencing Affective Attitudes Communication source Physical attractiveness Likeability Celebrity Sport • Message • Pleasant pictures • Music • Humor • Sex • Emotional content • Context