Cognitive approaches to persuasion
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Cognitive Approaches to Persuasion. Theories of comparative judgment Adaptation level theory Social judgment theory Perspective theory Influencing consumers’ reference points Attribution theories Self-perception theory

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Cognitive Approaches to Persuasion

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Cognitive approaches to persuasion

Cognitive Approaches to Persuasion

Theories of comparative judgment

Adaptation level theory

Social judgment theory

Perspective theory

Influencing consumers’ reference points

Attribution theories

Self-perception theory

Attribution theory 1 & 2, Kelley’s covariation principles and causal schemata


Cognitive approaches to persuasion

Adaptation Level Theory

1.All objects can be arranged in some meaningful order.

2.All Dimension have a subjective neutral point called the adaptation level.

3.Adaptation level is the weighted geometric average of all stimuli considered at the time of judgment.


Cognitive approaches to persuasion

Attitude change due to persuasive communication

High

Low

Acceptance Neutral Rejection

(non-commitment)


Cognitive approaches to persuasion

Product Ranking

Product Ranking

Advertising Claim Extremity


Cognitive approaches to persuasion

Perspective Theory

J - L

U - L

R = f

R = Rating on a scale

J = The “true” underlying judgment

U = Interpretation of the upper end point

L = Interpretation of the lower end point


Cognitive approaches to persuasion

Pricing Strategy

  • Price skimming or creaming

  • Penetration pricing

  • Price signaling

  • Experience curve pricing

  • Customary pricing


Cognitive approaches to persuasion

Price Promotion

Advantages:1. Price promotion costs are variable costs (i.e., pay-as-you-go costs) which are easier to manage than fixed costs.

2. Consumers are more sensitive to changes in list prices than to changes in price deals.

3. Price deals induce consumer trial of new products and reduce the retailer’s risk in stocking new brands.

4. Price deals simplify consumer decision making and makeshopping for mundane products more fun.

Disadvantages:1. Decreasing brand loyalty

2. Increasing price sensitivity

3. Short-term focus

4. Leakage across segments


Price promotion and brand switching

Price promotion and brand switching

Probability of switching

Margarine Flour

.65 .44 .40 .82 .48 .43

Coupons Cents-off No Deal

Deals Control

Coupons Cents-off No Deal

Deals Control


Cognitive approaches to persuasion

Price promotion and decreasing brand loyalty

Probability of repeat purchase given deal retraction

Margarine Flour

.51 .62 .77 .44 .62 .74

Coupons Cents-off No Deal

Deals Control

Coupons Cents-off No Deal

Deals Control


Cognitive approaches to persuasion

Attributional Approach

Wood and Eagly (1981)Why does a communicator advocate a particular position?Knowledge Bias -the communicator may not know any better

Reporting Bias - the communicator may not report what he or she really believes

Expectancy Expectancy

ConfirmedDisconfirmedControl

Attribution of message to

communicator’s background 11.81 6.40 8.45

Attribution of message tofactual evidence 10.39 11.84 10.47

Communicator bias 9.35 7.43 9.27

Message comprehension 2.36 2.08 2.40

Attitude change 1.56 2.51 1.94


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