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

2. 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.

3. 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.

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

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

6. Low Consumer Effort: Beer, Other Examples?
Update make sure chapters match
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7. Unconscious Influences on Consumers’ Attitudes
Thin-Slice Judgments
Body Feedback

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

9. 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

10. 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)

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

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

13. Classical Conditioning

14. Attitude Toward the Ad Dual Mediation Hypothesis

15. Mood—Categories of Affective Responses
SEVA
Deactivation feelings
Social affection

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

18. Questions?