1. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Chapter 6 Attitudes Based on Low Consumer Effort

2. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives~ Ch. 6 1.Outline some issues marketers face in trying to change consumers’ attitudes when processing effort is low. 2.Explain the role of unconscious influences on attitudes and behavior in low-effort situations. 3.Discuss how consumers form beliefs based on low- processing effort and explain how marketers can influence those beliefs. 4.Describe how consumers form attitudes through affective reactions when cognitive effort is low. 5.Highlight how marketers can use the communication source, message, and context to influence consumers’ feelings and attitudes when processing effort is low.

3. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Unconscious Influences on Consumers’ Attitudes Thin-slice judgments Body feedback

4. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Cognitive Bases of Attitudes When Consumer Effort Is Low Simple inferences Heuristics Frequency heuristic Truth effect

5. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 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. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Message Context & Repetition Can affect strength and salience of consumers’ beliefs Incidental learning Truth effect Context congruent ads Beware of wearout effects

7. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Affective Bases of Attitudes Mere exposure effect—wearout Classical conditioning –Unconditioned Stimulus—backward Response –Conditioned stimulus—forward –Concurrent conditioning

8. © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Factors Influencing Affective Attitudes Communication source −Physical attractiveness −Likeability −Celebrity −Sport Message −Pleasant pictures −Music −Humor −Sex −Emotional content −Context