Attitudes Based on High/Low Effort Flashcards
Define attitude. 3 Characteristics of attitudes.
Overall evaluation that tells how much we like/dislike something.
Like/dislike
How quick we remember them
How strong we hold them
Difference between central route and peripheral route processing.
Central route: High effort. Attitude formation and ability to change that.
Peripheral route: Low effort. No thinking required.
3 Components of Cognitive Response Models
1-Counterarguments: do you disagree with ad?
2-Support arguments: do you agree with ad?
3-Source derogation: what do you think of the source of message?
Draw model of theory of reasoned action.
Attitude towards: Subjective Norms
Behavioral intention
BEVAHIOR
One sided.
Two-sided
and Comparative messages. When to use as a marketer?
One sided: gives only positive info
Two sided: Positive and negative information
Comparative: Makes direct comparisons with competitors
How are messages that elicit emotional appeals and affective responses related?
Specifically focuses on the EMOTIONS involved in both.
One example of casting a celebrity in an endorsement role using match-up appeal.
Aaron Rodgers loving Gatorade
Thin slice judgements. How person uses thin slice judgements to make evals
Evaluations made off of brief observations. Example of taking a test and “going with your gut feeling”
How are frequency heuristic and truth effect related?
Frequency heuristic: more sources that say it is valid it must be valid.
Truth effect: more times you hear something more opt you think it is true.
Both based on beliefs and not facts.
“wear in” and “wear out” effect of message repetition
“wear in” : trend, you love it
“wear out” bored, you hate it
3 factors that influence affective (emotional) attitudes
1-Mere exposure: “any publicity is good publicity”
2-Classical conditioning: Polar bears and coke
3-Dual mediation: Good company vs good commercial?
