Ch 07 Low Effort and Attitude.pptVIP

Chapter 7 Attitudes Based on Low Consumer Effort Chapter Overview High-Effort Versus Low-Effort Routes to Persuasion Cognitive Bases of Attitudes When Consumer Effort Is Low How Cognitive Attitudes Are Influenced Affective Bases of Attitudes When Consumer Effort Is Low How Affective Attitudes Are Influenced High-Effort Versus Low-Effort Routes to Persuasion Peripheral Route to Persuasion Peripheral Cues Cognitive Bases of Attitudes When Consumer Effort Is Low Simple Inferences Heuristics Frequency Heuristic How Cognitive Attitudes Are Influenced Communication Source The Message Category- and Schema-Consistent Information Schema—brand, price, attributes Many Message Arguments—maybe none that good Simple Messages—soup is good… Involving Messages—raise your… Message Context and Repetition Incidental Learning Affective Bases of Attitudes When Consumer Effort Is Low The Mere Exposure Effect Wearout Classical Conditioning Affective Bases of Attitudes When Consumer Effort Is Low Attitude Toward the Ad (Aad) Dual-Mediation Hypothesis Affective Bases of Attitudes When Consumer Effort Is Low Mood How Affective Attitudes Are Influenced Communication Source Attractive Sources How Affective Attitudes Are Influenced Communication Source Likeable Sources How Affective Attitudes Are Influenced Communication Source Celebrity Sources How Affective Attitudes Are Influenced The Message Pleasant Pictures Music Humor Sex Emotional Content Transformational Advertising Dramas Message Context Copyright ? 2001 Houghton Mifflin Company. All rights reserved. Text by Profs. Hoyer and MacInnis PowerPoint by Prof. Milton PressleyUniversity of New Orleans Exhibit 7.2: Chapter Overview: Attitude Formation and Change: Low Consumer Effort Exhibit 7.4: Classical Conditioning Exhibit 7.5: The Dual-Mediation Hypothesis Dave Thomas 2