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

Cognitive attitude formation & change

Simple inferences Heuristics

Central vs. Peripheral Routes to Persuasion

Criterion Central Route (Ch. 6)
High Moderate to high Low Cognitive and affective Yes Low

Peripheral Route (Ch 7)

Low Low High Cognitive and affective No High
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Likely ability or opportunity to process Elaboration Reliance on heuristics & peripheral cues Routes to persuasion

Arguments given close scrutiny Importance of easily processed info

How are Attitudes formed through Affect (Emotion)?

The mere exposure effect Classical conditioning Attitude toward the ad Mood

The Mere Exposure Effect

Tendency to prefer known over unknown objects

Not dependent on reasoning or active consideration

W
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Classical Conditioning

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

Terms

Unconditioned response Unconditioned stimulus Conditioned stimulus Conditioned response

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Classical Conditioning
US
US + CS

UR
(Unconditioned response)

(Unconditioned stimulus)

UR

(Conditioned stimulus)

CS
E.g.: Sugar Sugar + Cola taste Cola taste

CR
(Conditioned response)

insulin release
insulin release 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
attractiveness likability celebrity status

Message factors
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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