Chapter 6 Flashcards
Peripheral route to persuasion
Aspects other than key message are used to influence attitudes
Peripheral cues
easily processed aspects of message
Thin-Slice judgments
Evaluation made after brief ovservations
Simple Inferences
beliefs based on peripheral cues
Heuristics
simple rules of thumb used to make judgements
Frequency heuristic
belief based on number of supporting arguments or repetition
Truth effect
Consumer believes statement because they have heard it multiple times
Self-Referencing
Relating message to one’s own experiene
Mystery ad
ad in which brand is not known until end of message
Incidental Learning
Learning that occurs from repetition rather than conscious processing
Mere Exposure effect
When familiarity leads to consumer’s liking an object
Wearout
Becoming bored with a stimulus
Classical Conditioning
producing specific response to a stimulus by repeatedly pairing with another stimulus
Evaluative Conditioning
affective response by pairing neutral conditioned stimulus with emotional unconditioned stimulus
unconditioned stimulus
elicits involuntary response
