Chapter 6 Flashcards
When consumers are either unwilling or unable to exert a lot of effort or devote emotional resources to processing the central idea behind a marketing communication, we characertize it as a
Low effort situation
Peripheral route to persuasion
Processing is called peripheral when consumers attitudes are based not on a detailed consideration of the message or their ability to relate to the brand empathetically but on other easily processed aspects of the message, such as the source or visuals, called peripheral cues
Thin-slice judgements
Are assessments consumers make after brief observations despite receiving minimal information input. Studies show that consumers can form suprisingly accurate impressions throuhg thin-sliced judgements, even though they are not doing so on a conscious level
Cognitive bases of attitudes when consumer effort is low
When processing effort is low, consumers may acquire simple beliefs by
Forming simple inferences based on simple associations
forming heuristics or simple rules of thumb, that are easy to invoke and require little thought
Frequency heuristics, with which consumers form a belief based on the number of supportin garguments
Truth effect
Consumers are likely to have stronger beliefs about a product when they hear the same message repeatedly
How cognitive attitudes are influenced:
Marketers must conider three major characteristics of communication
The communication source
The message
The context in which the message is delivered and the use of reputation
Communication source (how cognitive attitudes are influenced)
credible sources can serve as peripheral cues for making a simplified judgement
The message (how cognitive attitudes are influenced)
The message itself can influence attitudes in a numbe of ways when consumers processing effort is low
the context in whcih the message is delivered and the use of repetition (how cognitive attitudes are influenced)
The context in which the message is delivered can affect the strength of consumers beliefs and the prominence (or salience) of those beliefs for the consumer
Effortless or incidental learning
When consumers do not try to process information actively, rather the constant repetition increases recall through effortless or incidental learning
Affective base of attitudes when consumer effort is low
Attitudes can also be based on consumers affecetive or emotional reaction to these easily processed peripheral cues. These low effort affective processes may be due to
The mere exposure effect
Classical and evaluative conditioning
Attitude toward the ad (Aad)
consumer mood
mere exposure effect
We tend to prefer familiar objects to unfamiliar ones
Therefore our attitudes toward an offering such as a new style of clothing should change as we become more annd more familiar with it, regardless of whether we perform any deep cognitive analysis of it
Classical conditioning
Producing a response to a stimulus by repeatedly pairing it with another simulus that automatically produces this repsons
behaviors are learned by connecting a neutral stimulus with a positive one,
Evaluative conditioning
A special case of classical conditioning that produces an affective response by repeatedly pairing a neutral conditional stimulus (such as a brand) and an emotionally charged unconditional stimulus (such as a well-liked celebrity)
Dual mediation hypothesis
A somewhat more complex explanation of the relationship between consumers liking of an ad and brand attitude. According to this hypothesis, consumers can have a favourable attitude towards an ad either because they find it believable or because they feel good about it. Thus the dual mediation hypothesis proposes that Aad can affect attitudes toward the brand (Ab= either throuhg believability or liking. These repsonses, in turn, may positively affect consumers intnetions to purchase
