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Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT. 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

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Presentation Transcript
chapter overview
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
how are attitudes formed through affect emotion
How are Attitudes formed through Affect (Emotion)?
  • The mere exposure effect
  • Classical conditioning
  • Attitude toward the ad
  • Mood
the mere exposure effect
The Mere Exposure Effect
  • Tendency to prefer known over unknown objects
  • Not dependent on reasoning or active consideration
  • W
classical conditioning
Classical Conditioning
  • Originally developed by physiologist (Pavlov)
  • “Linking” between two objects causes association
    • e.g., a beautiful woman and a car
terms
Terms
  • Unconditioned response
  • Unconditioned stimulus
  • Conditioned stimulus
  • Conditioned response
classical conditioning8
Classical Conditioning

US UR

(Unconditioned stimulus) (Unconditioned response)

US + CS  UR

(Conditioned stimulus)

CS  CR

(Conditioned response)

E.g.:

Sugar insulin release

Sugar + Cola taste insulin release

Cola taste insulin release

making classical conditioning work
Making Classical Conditioning Work
  • Appropriate symbols (for the population in question) to elicit emotion
  • NOTE: Test stimuli for desired effect!
  • Repetition is critical!
classical conditioning group exercise
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??
attitude toward the ad a ad
Attitude Toward the Ad (Aad)
  • Transfer of affect from ad to product
  • Dual Mediation Hypothesis
the dual mediation hypothesis
The Dual Mediation Hypothesis

Credibility of

message

Attitude toward the ad

Attitude towardthe brand

slide13
Mood
  • Biasing effect on attitudes
  • Congruence with product
  • Effect of colors/lighting on mood
influencing affectively based low elaboration attitudes
Source factors

attractiveness

likability

celebrity status

Message factors

Pleasant pictures

Music

Humor

Sex

Emotional involvement

Contextual factors

Repetition

Program/editorial context

Influencing Affectively Based Low-Elaboration Attitudes
how are attitudes formed through cognition
How are Attitudes formed through Cognition?
  • Simple inferences
  • Heuristics
    • frequency heuristic
influencing cognitively based low elaboration attitudes
Influencing Cognitively Based Low-Elaboration Attitudes
  • Source factors
    • Expert/credibility
  • Message factors
    • Number of arguments
    • Message simplicity
    • Involving
  • Repetition
chapter 7 review
Chapter 7 Review
  • Central vs.peripheral routes to persuasion
  • Affective
    • Attitude formation (4 methods)
    • Influence of attitudes
  • Cognitive
    • Attitude formation
    • Influence of attitudes