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Cognition (Dual Process Theories (Phenomenon-Specific dual process…
Cognition
Dual Process Theories
Phenomenon-Specific dual process theories
Domain specific
Persuasion
Heuristic system model
Heuristic processing: relies on the activation, accessibility, and applicability of learned heuristics that require relatively few cognitive resources (e.g., I agree with people I like.).
Elaboration likelihood model
Central notion: attitude change occurs along an elaboration continuum whereby persuasion is determined by how motivated and able an individual is to engage in effortful information processing
Attitude-behavior relations
Mode model (motivation and opportunity DEterminants)
Central component: the definition of attitude as the mental association between an object and a person’s summary evaluation of that object, this association is sufficiently strong, the evaluation associated with the object may be activated automatically upon encountering that object;
influence an individual’s spontaneous interpretation of the current situation
Dual attitude model
People may simultaneously hold two attitudes toward the same object, which are described as implicit attitude and explicit attitude
Generalized dual process theories
Cognitive-experiential self-theory
Associative vs Rule-based processing
System 1 and system 2 processing
Formalized dual process theories
Features:
general 2 rules to thinking-
Rule-based serial thinking
Associative parallel thinking
How do the two systems together
influence consumer behavior?
Rule-based serial thinking
Logic, rule governed
Effortful, requires time
Associative parallel thinking
Similarity, contiguity
Effortless, also requires time