2.2 Dual Process Models Flashcards
1
Q
Two types of cognitive processes
A
System 1:
- Fast
- Automatic
- Unconscious
- Little thought
- Automatic or heuristic processes
- More Emotional
System 2:
- Slow
- Delibarate
- Concsious
- Effortfult
- High cognitive effort
- More rational
Cognitive capacity is limited!
- We cannot do everything with System 2
- System 1 is error prone
- There may be conflicts between the systems There are errors we cannot control for or correct (see M-L Illusion)
2
Q
Concrete examples: Two systems in Marketing
A
- For extensive purchase decisions (System 2), provide all information needed and provide them on an easy to process way (computers, smartphones, houses, holidays)
- Position products that people often need but forget to buy and are not expensive and not needed and therefore are bought based on System 1 at the counter/check out (batteries)
3
Q
The Elaboration-Likelihood-Model (ELM) of Persuasion
A
4
Q
Example: ELM
A
Peripheral route:
- Anything but arguments influence the attitude
- in this case the ad is not evaluated carefully but thoroughly Dirk Nowitzki is seen as (not) likable, a positive (negative) image and the associated feelings are transferred to the bank
Central route:
- A person will process the ad thoroughly, e.g., think about why Dirk Nowitziki works as a testimonial for the bank
- whether that fits, what she knows about the company already, whether Nowitzki is in line with the information the person has about the bank already, …
The involvement:
- of a person effects the likelihood, if a person is highly involved (high interest in banks e.g., because the person considers changing the bank or because she knows a lot about banks), it is more likely that the central route is chosen.
Low involvement:
- Heuristic, using peripheral cues, e.g., testimonials, quality signs, price (heuristic: medium prices might offer the best price-quality tradeoff
High involvement:
- Informational, using facts and information that require specific knowledge
