Copyright © Cengage Learning. All rights reserved.6 | 1 Chapter 6 Attitudes Based on Low Consumer Effort.

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Presentation transcript:

Copyright © Cengage Learning. All rights reserved.6 | 1 Chapter 6 Attitudes Based on Low Consumer Effort

6 | 2 Copyright © Cengage Learning. All rights reserved. Learning Objectives 1.Issues in changing consumer attitudes when processing is low effort. 2.Role of unconscious influences on attitudes. 3.How consumers form beliefs based on low processing effort and efforts to influence those beliefs. 4.Ways consumers form attitudes through affective reactions when cognitive effort is low.

6 | 3 Copyright © Cengage Learning. All rights reserved. High-Effort Versus Low-Effort Routes to Persuasion Peripheral route to persuasion Peripheral cues

6 | 4 Copyright © Cengage Learning. All rights reserved. Chapter Overview: Attitude Formation and Change: Low Consumer Effort (Exhibit 6.1)

6 | 5 Copyright © Cengage Learning. All rights reserved. Unconscious Influences on Consumers’ Attitudes Thin-Slice Judgments Body Feedback

6 | 6 Copyright © Cengage Learning. All rights reserved. Cognitive Bases of Attitudes When Consumer Effort Is Low Simple inferences Heuristics Frequency heuristic Truth effect

6 | 7 Copyright © Cengage Learning. All rights reserved. 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 | 8 Copyright © Cengage Learning. All rights reserved. Marketing Implications Marketers can increase self-referencing by: –Directly instructing consumers –Using the word “you” in an ad –Asking rhetorical questions –Using visuals of common consumer situations Mystery Ads (wait and bait) Other techniques (avatars, scratch & sniff)

6 | 9 Copyright © Cengage Learning. All rights reserved. Message Context & Repetition Can affect strength and salience of consumers’ beliefs Incidental learning Truth effect Context congruent ads Beware of wearout effects

6 | 10 Copyright © Cengage Learning. All rights reserved. Affective Bases of Attitudes Mere exposure effect—wearout Classical conditioning –Unconditioned Stimulus- backward Response –Conditioned stimulus—forward –Concurrent conditioning

6 | 11 Copyright © Cengage Learning. All rights reserved. Classical Conditioning (Exhibit 6.6)

6 | 12 Copyright © Cengage Learning. All rights reserved. Attitude Toward the Ad Dual Mediation Hypothesis (Exhibit 6.7)

6 | 13 Copyright © Cengage Learning. All rights reserved. Mood—Categories of Affective Responses SEVA Deactivation feelings Social affection

6 | 14 Copyright © Cengage Learning. All rights reserved. Factors Influencing Affective Attitudes Communication source – Physical attractiveness - Likeability - Celebrity Message - Pleasant pictures - Music - Humor - Sex - Emotional content - Context