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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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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
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
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
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 • Appropriate symbols (for the population in question) to elicit emotion • NOTE: Test stimuli for desired effect! • Repetition is critical!
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 (Aad) • Transfer of affect from ad to product • Dual Mediation Hypothesis
The Dual Mediation Hypothesis Credibility of message Attitude toward the ad Attitude towardthe brand
Mood • Biasing effect on attitudes • Congruence with product • Effect of colors/lighting on mood
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? • Simple inferences • Heuristics • frequency heuristic
Influencing Cognitively Based Low-Elaboration Attitudes • Source factors • Expert/credibility • Message factors • Number of arguments • Message simplicity • Involving • Repetition
Chapter 7 Review • Central vs.peripheral routes to persuasion • Affective • Attitude formation (4 methods) • Influence of attitudes • Cognitive • Attitude formation • Influence of attitudes