logging in or signing up Chapter 7 nic_nishant Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 8 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: February 07, 2012 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT: Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORTChapter Overview: Chapter Overview Central (high effort) vs.peripheral (low effort) routes to persuasion Affective attitude formation & change Mere exposure effect Classical Conditioning Attitude toward the ad Mood Cognitive attitude formation & change Simple inferences HeuristicsCentral vs. Peripheral Routes to Persuasion: Central vs. Peripheral Routes to PersuasionHow are Attitudes formed through Affect (Emotion)?: How are Attitudes formed through Affect (Emotion)? The mere exposure effect Classical conditioning Attitude toward the ad MoodThe Mere Exposure Effect: The Mere Exposure Effect Tendency to prefer known over unknown objects Not dependent on reasoning or active consideration WClassical Conditioning: Classical Conditioning Originally developed by physiologist (Pavlov) “Linking” between two objects causes association e.g., a beautiful woman and a carTerms: Terms Un conditioned response Un conditioned stimulus Conditioned stimulus Conditioned responseClassical Conditioning: Classical Conditioning US UR (Unconditioned stimulus) (Unconditioned response) US + CS UR (Conditioned stimulus) CS CR (Conditioned response) E.g.: Sugar insulin release Sugar + Cola taste insulin release Cola taste insulin releaseMaking Classical Conditioning Work: Making Classical Conditioning Work Appropriate symbols (for the population in question) to elicit emotion NOTE : Test stimuli for desired effect! Repetition is critical!Classical Conditioning Group Exercise: Classical Conditioning Group Exercise In groups of 3-5, describe one specific example of how classical conditioning could be used by marketers. Create scenario with UR, US, CS and CR. Can be “real example” or one you make up. Be prepared to share your idea with the class Discuss: Is this effective??Attitude Toward the Ad (Aad): Attitude Toward the Ad (A ad ) Transfer of affect from ad to product Dual Mediation HypothesisThe Dual Mediation Hypothesis: The Dual Mediation Hypothesis Attitude toward the ad Credibility of message Attitude toward the brandMood: Mood Biasing effect on attitudes Congruence with product Effect of colors/lighting on moodInfluencing Affectively Based Low-Elaboration Attitudes: Influencing Affectively Based Low-Elaboration Attitudes Source factors attractiveness likability celebrity status Message factors Pleasant pictures Music Humor Sex Emotional involvement Contextual factors Repetition Program/editorial contextHow are Attitudes formed through Cognition?: How are Attitudes formed through Cognition? Simple inferences Heuristics frequency heuristicInfluencing Cognitively Based Low-Elaboration Attitudes: Influencing Cognitively Based Low-Elaboration Attitudes Source factors Expert/credibility Message factors Number of arguments Message simplicity Involving RepetitionChapter 7 Review: Chapter 7 Review Central vs.peripheral routes to persuasion Affective Attitude formation (4 methods) Influence of attitudes Cognitive Attitude formation Influence of attitudes You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Chapter 7 nic_nishant Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 8 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: February 07, 2012 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORT: Chapter 7 ATTITUDE FORMATION AND CHANGE: LOW CONSUMER EFFORTChapter Overview: Chapter Overview Central (high effort) vs.peripheral (low effort) routes to persuasion Affective attitude formation & change Mere exposure effect Classical Conditioning Attitude toward the ad Mood Cognitive attitude formation & change Simple inferences HeuristicsCentral vs. Peripheral Routes to Persuasion: Central vs. Peripheral Routes to PersuasionHow are Attitudes formed through Affect (Emotion)?: How are Attitudes formed through Affect (Emotion)? The mere exposure effect Classical conditioning Attitude toward the ad MoodThe Mere Exposure Effect: The Mere Exposure Effect Tendency to prefer known over unknown objects Not dependent on reasoning or active consideration WClassical Conditioning: Classical Conditioning Originally developed by physiologist (Pavlov) “Linking” between two objects causes association e.g., a beautiful woman and a carTerms: Terms Un conditioned response Un conditioned stimulus Conditioned stimulus Conditioned responseClassical Conditioning: Classical Conditioning US UR (Unconditioned stimulus) (Unconditioned response) US + CS UR (Conditioned stimulus) CS CR (Conditioned response) E.g.: Sugar insulin release Sugar + Cola taste insulin release Cola taste insulin releaseMaking Classical Conditioning Work: Making Classical Conditioning Work Appropriate symbols (for the population in question) to elicit emotion NOTE : Test stimuli for desired effect! Repetition is critical!Classical Conditioning Group Exercise: Classical Conditioning Group Exercise In groups of 3-5, describe one specific example of how classical conditioning could be used by marketers. Create scenario with UR, US, CS and CR. Can be “real example” or one you make up. Be prepared to share your idea with the class Discuss: Is this effective??Attitude Toward the Ad (Aad): Attitude Toward the Ad (A ad ) Transfer of affect from ad to product Dual Mediation HypothesisThe Dual Mediation Hypothesis: The Dual Mediation Hypothesis Attitude toward the ad Credibility of message Attitude toward the brandMood: Mood Biasing effect on attitudes Congruence with product Effect of colors/lighting on moodInfluencing Affectively Based Low-Elaboration Attitudes: Influencing Affectively Based Low-Elaboration Attitudes Source factors attractiveness likability celebrity status Message factors Pleasant pictures Music Humor Sex Emotional involvement Contextual factors Repetition Program/editorial contextHow are Attitudes formed through Cognition?: How are Attitudes formed through Cognition? Simple inferences Heuristics frequency heuristicInfluencing Cognitively Based Low-Elaboration Attitudes: Influencing Cognitively Based Low-Elaboration Attitudes Source factors Expert/credibility Message factors Number of arguments Message simplicity Involving RepetitionChapter 7 Review: Chapter 7 Review Central vs.peripheral routes to persuasion Affective Attitude formation (4 methods) Influence of attitudes Cognitive Attitude formation Influence of attitudes