Week 7

Question 1

what is a low effort situation

Answer 1

where consumers dont want to exert emotional resources to process an idea

Question 2

strategy to overcome effects of low-level processing

Answer 2

peripheral route to persuasion: alternative arguments that are used to influence attitudes

peripheral cues: easily processed characteristics of an advertisement (dont take much thnking)

Question 3

define Thin slices of judgement

Answer 3

Evaluations made after very brief observations (an unconscious influence on consumer attitude)

Question 4

define Incidental consumer brand encounters (ICBE)

Answer 4

where the brand isnt the focal point and its exposure is incidental

Question 5

What are the effects of such repeated
exposures to a brand in an ICBE context?
(Ferraro et al., 2009)

Answer 5

repeated exposure places brand in memory and gnerates fluency. consumers will more likely chose the fluently procesed or (familiar) brand.

Question 6

does the social context in which a brand is exposed matter?

Answer 6

individuals associate brands and type of user - judging the brand on the user.
- social context in which the brand is used matters.

Question 7

True or false? Among individuals who face a self-control dilemma, merely firming their muscles can firm one’s resolve and facilitate self-control

Answer 7

True.

Question 8

What is the idea of frequency heuristic

Answer 8

when consumers process info, the info with a higher frequency will be processed as a priority.

Question 9

Two competing explanations for the truth effect?

Answer 9

1. Familiarity
   (repeated and familiar statements are believed more)
2. source variability
   (multiple statements of the same thing means different sources, and consumers see it as repetition and believe it more)

Question 10

what influences cognitive attitudes

Answer 10

1. communication source
2. message
3. context and repetition

Question 11

What is mere exposure v conditioning

Answer 11

mere exposure leads to consumers chosing product simply bc theyve seen it before

evaluative conditioning
is seeing the IDK LOOK AT P38 OF WK 7

Question 12

Effect of mood on the brand

Answer 12

• positive moods envoked by ad can make consumer love the brand
• mood works peripherally bc theyre easy to invoke
• with positive mood, consumer is less likelyto elaboratively process/judge ad content and product.

Question 13

what is mood protection tendency?

Answer 13

positive moods motivate ppl to maintain positive mood and remove the effort in cognitive processing of the ad