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Influence of Attitude Formation and Change: Low Consumer Effort

Explore the central vs. peripheral routes to persuasion, the impact of affect on attitude formation, classical conditioning, mood effects, and cognitive attitude formation. Learn how marketers use these strategies to shape consumer attitudes effortlessly.

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Influence of 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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