Transcript Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT

Chapter 7
ATTITUDE FORMATION AND
CHANGE: LOW CONSUMER
EFFORT
1
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
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Central vs. Peripheral Routes
to Persuasion
Criterion
Central
Route
(Ch. 6)
Peripheral
Route
(Ch 7)
Likely ability or opportunity to process
High
Low
Moderate to high
Low
Low
High
Cognitive and
affective
Cognitive and
affective
Arguments given close scrutiny
Yes
No
Importance of easily processed info
Low
High
Elaboration
Reliance on heuristics & peripheral cues
Routes to persuasion
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How are Attitudes formed
through Affect (Emotion)?




The mere exposure
effect
Classical
conditioning
Attitude toward the
ad
Mood
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The Mere Exposure Effect

Tendency to prefer
known over unknown
objects

Not dependent on
reasoning or active
consideration

W
5
Classical Conditioning


Originally developed
by physiologist
(Pavlov)
“Linking” between
two objects causes
association
» e.g., a beautiful
woman and a car
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Terms

Unconditioned
response

Unconditioned
stimulus

Conditioned stimulus

Conditioned
response
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Classical Conditioning

US
(Unconditioned stimulus)
US + CS

UR
(Unconditioned response)
UR
(Conditioned stimulus)
CS

CR
(Conditioned response)
E.g.:
Sugar

insulin release
Sugar + Cola taste

insulin release
Cola taste

insulin release
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Making Classical Conditioning
Work

Appropriate symbols
(for the population in
question) to elicit
emotion

NOTE: Test stimuli
for desired effect!

Repetition is critical!
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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??

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Attitude Toward the Ad (Aad)

Transfer of affect
from ad to product

Dual Mediation
Hypothesis
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The Dual Mediation
Hypothesis
Attitude
toward
the ad
Credibility of
message
Attitude
toward
the brand
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Mood

Biasing effect on
attitudes

Congruence with
product

Effect of
colors/lighting
on mood
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Influencing Affectively Based
Low-Elaboration Attitudes

Source factors

Message factors
»
»
»
»
»
» attractiveness
» likability
» celebrity status

Pleasant pictures
Music
Humor
Sex
Emotional involvement
Contextual factors
» Repetition
» Program/editorial
context
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How are Attitudes formed
through Cognition?


Simple inferences
Heuristics
» frequency heuristic
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Influencing Cognitively Based
Low-Elaboration Attitudes

Source factors
» Expert/credibility

Message factors
» Number of
arguments
» Message simplicity
» Involving

Repetition
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Chapter 7 Review
Central vs.peripheral routes to
persuasion
 Affective

» Attitude formation (4 methods)
» Influence of attitudes

Cognitive
» Attitude formation
» Influence of attitudes
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