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Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT

Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT. Chapter Overview. Central (high effort) vs.peripheral (low effort) routes to persuasion Affective attitude formation & change Mere exposure effect Classical Conditioning Attitude toward the ad Mood

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Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT

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  1. Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT

  2. Chapter Overview • Central (high effort) vs.peripheral (low effort) routes to persuasion • Affective attitude formation & change • Mere exposure effect • Classical Conditioning • Attitude toward the ad • Mood • Cognitive attitude formation & change • Simple inferences • Heuristics

  3. Central vs. Peripheral Routes to Persuasion

  4. How are Attitudes formed through Affect (Emotion)? • The mere exposure effect • Classical conditioning • Attitude toward the ad • Mood

  5. The Mere Exposure Effect • Tendency to prefer known over unknown objects • Not dependent on reasoning or active consideration • W

  6. Classical Conditioning • Originally developed by physiologist (Pavlov) • “Linking” between two objects causes association • e.g., a beautiful woman and a car

  7. Terms • Unconditioned response • Unconditioned stimulus • Conditioned stimulus • Conditioned response

  8. Classical Conditioning US UR (Unconditioned stimulus) (Unconditioned response) US + CS  UR (Conditioned stimulus) CS  CR (Conditioned response) E.g.: Sugar insulin release Sugar + Cola taste insulin release Cola taste insulin release

  9. Making Classical Conditioning Work • Appropriate symbols (for the population in question) to elicit emotion • NOTE: Test stimuli for desired effect! • Repetition is critical!

  10. Classical Conditioning Group Exercise • In groups of 3-5, describe one specific example of how classical conditioning could be used by marketers. • Create scenario with UR, US, CS and CR. • Can be “real example” or one you make up. • Be prepared to share your idea with the class • Discuss: Is this effective??

  11. Attitude Toward the Ad (Aad) • Transfer of affect from ad to product • Dual Mediation Hypothesis

  12. The Dual Mediation Hypothesis Credibility of message Attitude toward the ad Attitude towardthe brand

  13. Mood • Biasing effect on attitudes • Congruence with product • Effect of colors/lighting on mood

  14. Source factors attractiveness likability celebrity status Message factors Pleasant pictures Music Humor Sex Emotional involvement Contextual factors Repetition Program/editorial context Influencing Affectively Based Low-Elaboration Attitudes

  15. How are Attitudes formed through Cognition? • Simple inferences • Heuristics • frequency heuristic

  16. Influencing Cognitively Based Low-Elaboration Attitudes • Source factors • Expert/credibility • Message factors • Number of arguments • Message simplicity • Involving • Repetition

  17. Chapter 7 Review • Central vs.peripheral routes to persuasion • Affective • Attitude formation (4 methods) • Influence of attitudes • Cognitive • Attitude formation • Influence of attitudes

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