清华mba系列课件：消费行为学—lec3资料教材.pptVIP

Lecture 3 Low Involvement Purchases Case From Pavlov’s Tuning Fork to Marlboro Cowboy 1. The Tune Fork and the Dog 2. Music Draws the Line 3. MarlboroCowboy Low Involvement Purchases Krugman’s Theory of Passive Learning A theory used to explain why television advertising produced high levels of brand recall yet little change in attitudes toward brands. Uninvolved consumers: Repetitive advertising Information catcher Buy first Hierarchy of Effects Model Sherif’s Social Judgment Theory Elaboration Likelihood Model High involvement – central processing Low involvement – peripheral processing