EM 3 Elaboration Flashcards
Which are the two thought routes?
Peripheral
Central
Characteristics of the central route?
Argument quality matters
Focus on important, diagnostic information
Stronger attitudes
Product Messaging:
• Strength of product claims • Product-relevant pictures • Trustworthiness• True expertise• Balanced (two-sided) messages
Characteristics of the peripheral route?
Weaker attitudes
Focus on easy-to-process but unimportant information
Peripheral cues matter
• Source attractiveness • Mood, positive feelings • Attitude toward the ad • Product popularity cues • Message length / number of features
When will each route be used?
Central will be used when motivation, opportunity and ability are high
When is motivation high?
When the situation is personally relevant, associated with risk or loss
When is ability high?
Ability to act depends on knowledge, experience, intelligence, education, age, money
When is opportunity high?
It depends on situational factors: Time Distractions Amount of Information Complexity Repetition Availability of offering Time of “call to action”
Cognitive vs emotional decision-making
Cognitive: slower, more systematic
Emotional: faster, may entail just a single alternative
What determines whether people are buying based on cognitive or emotional factors?
Product type: Hedonic vs. Utilitarian
Good type: Search vs. Experience Good
What is compensatory decision-making?
a product’s shortcomings on a particular attribute can be compensated for by its strengths on another attribute
What is Non-compensatory decision-making?
a product’s failure to reach an acceptable threshold on one attribute cannot be compensated for by high performance on another attribute
Causes of problem recognition?
Consumption and depletion of common goods
Changing tastes and maturation
Unrealistic beliefs imposed from the world
Types of info search?
Internal and External
What factors affect involvement?
Importance
Connection to ego/identity
Importance of product performance
Personal security at stake
NOT the same as price
Why do customers delay their decision?
They are unsure There are too many options to chose from High perceived risk Long shipping time Price may fall Product might improve Need more info but don't know how to get it
