Attitudes Based on Low Consumer Effort Chapter 6 Attitudes Based on Low Consumer Effort

Learning Objectives~ Ch.6 To understand: Issues in changing consumer attitudes when processing is low effort. The role of unconscious influences on attitudes. How consumers form beliefs based on low processing effort & efforts to influence those beliefs. Ways consumers form attitudes through affective reactions when cognitive effort is low.

Learning Objectives~ Ch.6 Outline some of the 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.

High-Effort vs. Low-Effort Routes to Persuasion Peripheral route to persuasion Peripheral cues

Attitude Formation and Change: Low Consumer Effort Update make sure chapters match

Low Consumer Effort: Beer, Other Examples? Update make sure chapters match ©adage.com; thestlouisegotist.com

Unconscious Influences on Consumers’ Attitudes Thin-Slice Judgments Body Feedback

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

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

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)

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

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

Classical Conditioning

Attitude Toward the Ad Dual Mediation Hypothesis

Mood—Categories of Affective Responses SEVA Deactivation feelings Social affection

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

Questions?