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Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT

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Central (high effort) vs.peripheral (low effort) routes to persuasion ... e.g., a beautiful woman and a car. 7. Terms. Unconditioned response. Unconditioned stimulus ... – PowerPoint PPT presentation

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Title: Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT


1
Chapter 7 ATTITUDE FORMATION AND CHANGE LOW
CONSUMER EFFORT
2
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

3
Central vs. Peripheral Routes to Persuasion
4
How are Attitudes formed through Affect (Emotion)?
  • The mere exposure effect
  • Classical conditioning
  • Attitude toward the ad
  • Mood

5
The Mere Exposure Effect
  • Tendency to prefer known over unknown objects
  • Not dependent on reasoning or active
    consideration
  • W

6
Classical Conditioning
  • Originally developed by physiologist (Pavlov)
  • Linking between two objects causes association
  • e.g., a beautiful woman and a car

7
Terms
  • Unconditioned response
  • Unconditioned stimulus
  • Conditioned stimulus
  • Conditioned response

8
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
9
Making Classical Conditioning Work
  • Appropriate symbols (for the population in
    question) to elicit emotion
  • NOTE Test stimuli for desired effect!
  • Repetition is critical!

10
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??

11
Attitude Toward the Ad (Aad)
  • Transfer of affect from ad to product
  • Dual Mediation Hypothesis

12
The Dual Mediation Hypothesis
Credibility of message
Attitude toward the ad
Attitude towardthe brand
13
Mood
  • Biasing effect on attitudes
  • Congruence with product
  • Effect of colors/lighting on mood

14
Influencing Affectively Based Low-Elaboration
Attitudes
  • Message factors
  • Pleasant pictures
  • Music
  • Humor
  • Sex
  • Emotional involvement
  • Contextual factors
  • Repetition
  • Program/editorial context
  • Source factors
  • attractiveness
  • likability
  • celebrity status

15
How are Attitudes formed through Cognition?
  • Simple inferences
  • Heuristics
  • frequency heuristic

16
Influencing Cognitively Based Low-Elaboration
Attitudes
  • Source factors
  • Expert/credibility
  • Message factors
  • Number of arguments
  • Message simplicity
  • Involving
  • Repetition

17
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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