Low-effort attitude formation and change

Low-effort attitude formation and change

1. Unconscious influences

   • Thin-slice judgements
     • Evaluation after brief observation
   • Body feedback

2. Cognitive foundations

   • How are based
     • Simple inferences
       • simple associations based on peripheral cues
     • Heuristics
       • simple rules used to make judgements
       • Frequency heuristic
         • belief based on
           • number of supporting arguments
           • amount of repetition
     • Truth effect
       • consumers believe a statement cause its been repeated a number of times
   • How are influenced
     • The source
       • credible source (expertise)
         • endorser
     • The message
       • Chategory- and Schema-Consistent information
         • color
         • name
         • price/quality
       • Many message arguments
         • frecuency heuristic
       • Simple messages
         • basic information
       • Involving messages
         • use self-referencing
           • relating to ones own experience or self-image
     • The context and repetition
       • context
         • message similar to the source and context
           • better understanding
       • repetition
         • incidental learning
         • brand awarness
         • the truth effect

3. Affective foundations

   • how are based
     • The mere exposure effect
       • familiarity leads to liking the product
       • wearout
     • Attitude toward the ad
       • Dual-mediation hypothesis
         • Brand attitude
     • Consumer mood
       • affects
         • consumer reaction to any other stimulus
     • Classical conditioning
       • produces a response to a stimuli by repeatedly pairing it with another stimuli that has this response already
   • how are influenced
     • Communication source
       • Attractive sources
         • models in ads
         • salespersons
       • Likeable sources
         • serve as unconditioned stimuli
         • likeable features or characteristics
       • Celebrity sources
         • related to the offering
     • The message
       • Pleasant pictures
         • serve as a conditioned stimuli
         • when
           • processed peripherally
       • Music
         • can be a conditioned stimuli
       • Humor
         • related to the offering
       • Sex
         • sexual suggestiveness
         • nudity
       • Emotional content
         • Transformational advertising
           • ads that try to increase emotional involvement
         • Dramas
           • ads with characters,a plot and a story
       • Context
         • attritube to the ad our feeling about
           • a Tv program
           • a film