1. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. An example of a two-sided message 212

2. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.213

3. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Commercial I did stay at a Holiday Inn 214

4. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Message Factors Rational vs. Emotional Appeals  interacts with need for cognition 215

5. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Message Factors Emotional Rationale Need CognitionNeed Cognition H L 216

6. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.217

7. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.218

8. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.219

9. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Commercials Commercial # 1 220

10. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Message Factors Order of Presentation  Primacy  Recency 221

11. PERSUASION Self Persuasion 222

12. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Elaboration Likelihood Model The Central Route In the central route, the consumer focuses on the most important arguments presented. Elaboration leads the consumer down the central route to persuasion. 223

13. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Elaboration Likelihood Model Peripheral route In the peripheral route, the consumer gives little thought to the message. When elaboration is low, the peripheral route to persuasion influences the consumer. 224

14. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.225 Exposure to persuasive communications (ad) Higher involvement with product or message Lower involvement with product or message Attention: Focus on the “central” product- related information Attention: Focus on the “peripheral” nonproduct information Comprehension Deeper thoughts about product attributes and consequences More elaboration Comprehension Shallow thoughts about nonproduct information Less elaboration Persuasion Product beliefs Brand attitudes Purchase intention Persuasion Nonproduct beliefs Attitude toward ad Brand attitude Purchase intention Central route to persuasion Peripheral route to persuasion 225

15. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.226 COMMUNICATION (source, message, channel) Attention and Comprehension Low- Involvement Processing Belief Change Behavior Change Attitude Change High- Involvement Processing Cognitive Responses Belief and Attitude Change Behavior Change THE ELABORATION LIKELIHOOD MODEL (ELM) OF PERSUASION 226

16. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Types of Elaborations Counterarguments Source derogations Supportive arguments Curiosity statements 227

17. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Questions In what ways does the elaboration likelihood model help marketers Would a consumer be more likely to follow a central route or a peripheral route to persuasion when deciding what to book a family vacation? Why? 228

18. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Questions Explain how a marketer might use your answer in previous question to construct an effective ad for a resort? 229

19. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. An Organizational Framework for the Study of Consumer Behavior Consumer Research Market Segmentation Perception Learning and Memory Beliefs and Attitudes Motivation and Emotion Personality Self-concept, and Lifestyle Consumer Decision Making Adoption Group Influences Family Influences Personal Influences Social Class Culture and Microculture Diffusion 230

20. Case Study on Saxonville Sausage 231

21. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. Questions What is the current situation How was the research methodology determined What were the research results What alternative do you recommend and why What tactics should accompany the launch 232

22. Any questions on any material covered? 233

23. Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. An Organizational Framework for the Study of Consumer Behavior Consumer Research Market Segmentation Perception Learning and Memory Beliefs and Attitudes Motivation and Emotion Personality Self-concept, and Lifestyle Consumer Decision Making Adoption Group Influences Family Influences Personal Influences Social Class Culture and Microculture Diffusion 234