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Affective and Motivational Approaches to Persuasion

Affective and Motivational Approaches to Persuasion. Persuasion. The objective of persuasion is attitude change. Messages. Social Influences. Cognitive, Affective, and Motivation Theories of Persuasion. Consumer Attitudes. Overview. Affective Approaches (Behavioral Learning)

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Affective and Motivational Approaches to Persuasion

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  1. Affective and Motivational Approaches to Persuasion

  2. Persuasion The objective of persuasion is attitude change. Messages Social Influences Cognitive, Affective, and Motivation Theories of Persuasion Consumer Attitudes

  3. Overview • Affective Approaches (Behavioral Learning) • Classical conditioning • Operant conditioning • Mere exposure • Motivational Approaches • Consistency theories • Attitude function theory • Elaboration Likelihood Model

  4. Behavioral Learning Paradigm

  5. Environmental Stimuli Observable Responses (Behaviors) “Black Box” Model No mental constructs are observable—the mind is a “black box.”

  6. Contrast the “black box” with this:

  7. Classical conditioning

  8. Classical conditioning

  9. Classical conditioning

  10. Classical conditioning

  11. Classical conditioning • Gorn (1982) “Classical Conditioning in Advertising” • Study 1: • US: ball point pens (beige or blue) • CS: music (liked or disliked) • Study 2: • Liked music versus positive information • “decision mode” versus “not”

  12. Gorn Study 1

  13. Gorn Study 2

  14. Classical conditioning

  15. CC Stimulus Generalization

  16. CC Stimulus Generalization

  17. CC Stimulus Discrimination

  18. CC Stimulus Discrimination

  19. Environmental Stimulus Behavioral Response Consequences Operant (Instrumental) Conditioning Stimulus-Response Model

  20. Operant (Instrumental) Conditioning

  21. Operant (Instrumental) Conditioning • Related concepts • Negative reinforcement • Shaping • Extinction • Schedules of reinforcement • Discriminative stimuli

  22. Mere Exposure

  23. Mere Exposure Effects: “Meaningfulness and the Repetition-Affect Relationship” (Obermiller 1984) • Subjects were exposed to lists of words (potential brand names) different numbers of times • The words were either high in meaningfulness (common English words) or low (nonsense words) • At each exposure, they performed a task either high or low in meaningfulness (rating product category association or pronouncability) • Afterwards, attitude toward the brand names was measured

  24. High Meaning Independence Commander Trust Total Mischief Care Fortune, and more Low Meaning Tatsin Epie Shilo Casis m.f. Nisse Retic, and more Brand Names

  25. Task Meaningfulness Low: “How easy is the word to pronounce?” High: “How easy is it to match this word to a product category?”

  26. Evaluation of Brand Names by Word Meaningfulness, Task Meaningfulness, and Repetition

  27. Nonsense Words

  28. Common English Words

  29. Consistency Theories

  30. you + Michael Jordan ? + Gatorade Balance theory + To be consistent, you like Gatorade.

  31. Brand Not +, merely together in space and time. ? Becomes + Pleasant picture You + Balance Theory vs. Classical Conditioning

  32. Balance theory vs. Classical Conditioning

  33. Cognitive Dissonance Theory

  34. Cognitive Dissonance Theory

  35. Impression Management

  36. Attitude function theory

  37. Attitude function theory • Knowledge • Value expressive • Ego defensive • Utilitarian

  38. Attitude function theory • Identify the attitude function best addressed by each persuasion tool: • Operant conditioning • Fear appeals • Informational appeals • Image appeals • Matrix displays • Expert sources • Attractive sources

  39. Attitude function theory • Identify the attitude function likely associated with each product: • Life insurance • Business suit • Snickers bar • Underarm deodorants • Perfume • Fax machine • Visit to the dentist • Toaster oven

  40. Elaboration Likelihood Model Problem Recognition Information Search Evaluation Purchase Outcome

  41. Evaluation Inputs • Attitude formation models • Heuristics • Classical Conditioning • Operant Conditioning • Mere Exposure • Consistency Drive • Comparison Processes • Attribution Processes

  42. Elaboration Likelihood Model • Persuasion process depends upon

  43. Elaboration Likelihood Model • When both motivation and ability are high, persuasion results from central processing

  44. Elaboration Likelihood Model • When either motivation or ability is low, persuasion results from peripheral processing

  45. Attitudes with Functions • I really like Calloway golf clubs—love to hit those big drives. • I don’t want to fly anymore, not after 9-11. • Canon makes the best personal photo copier. • You can’t go wrong with a Rolex. • Of all the offers I have, I think the position with Microsoft is the best. • I hate meetings with my tax accountant; they always take too long and cost me money. • I like Listerine because I know it keeps my breath fresh. • I like to serve salmon for dinner parties; it’s upscale but not pretentious.

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