消费者行为学双语或中英文结合课程7attitudesandpersuasion.pptVIP

8 - 36 Positive and Negative Effects of Elements in TV Commercials 8 - 37 Dual Component Model of Brand Attitudes Figure 8.3 8 - 38 Sending the Message ? Repetition: – Mere Exposure: People tend to like things that are more familiar to them, even if they are not keen on them initially. – Habituation: Consumer no longer pays attention to the stimulus because of boredom or fatigue – Two-factor Theory: Explains the fine line between familiarity and boredom. ? Positive affect: Increases familiarity, reduces uncertainty ? Negative affect: Boredom increases with each exposure 8 - 39 Two-Factor Theory Figure 8.4 8 - 40 I have come to the conclusion that... ? Another factor that may influence the persuasive potential of a message is syntactic complexity . For example, the statement, ‘Trident gum is sugarless is less complex than the statement, ‘Trident gum does not contain sugar. These alternatives can make a difference, especially when motivation to process the statement is relatively low. ? (2) Drawing Conclusions . The question arises as to whether the advertiser should draw conclusions or leave it to the consumer to decide. 8 - 42 Monitoring Ads 8 - 43 Types of Message Appeals ? Emotional Versus Rational Appeals: – Choice depends on the nature of the product and the type of relationship that consumers have with it – Recall of ad content tends to be better for “thinking” rather than “feeling” ads ? Sexual Appeals: – Sex draws attention to the ad but may be counterproductive unless the product itself is related to sex ? Humorous Appeals: – Distraction: Humorous ads inhibit the consumer from counterarguing (thinking of reasons not to agree with the message), increasing the likelihood of message acceptance 8 - 44 Impact of Humor on Advertising ? Humor attracts attention. ? Humor does not harm comprehension. ? Humor is not more effective at increasing persuasion. ? Humor does not enhance