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

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 toward the brand

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

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

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