Please enable JavaScript.
Coggle requires JavaScript to display documents.
Attitudes: High vs Low Effort (Low effort (influenced by source and…
Attitudes: High vs Low Effort
Attitude = relatively global and enduring evaluation of an object, issue, person or action. learned and tend to persist over time. reflect our overall evaluation of something based on the set of associations linked to it
Components
Affective = feelings towards something
Connotative = actions about something
Cognitive = belief towards something
Characteristics
Confidence = how strongly we hold an attitude
Resistance = how difficult it is to change an attitude
Favourability = whether we like or dislike something
Accessibility = how easily an attitude can be remembered
Persistence = how long an attitude can last
Ambivalence = mixed positive and negative evaluations toward something
Effort = how much extensive thinking or elaboration consumers put forth in making a decision
High MAO
Central route processing = consumers attitudes are based on a careful and effortful analysis of the central issues contained in the message
A strong, accessible, and persistent attitude that are less likely to change
A lot of effort devoted in forming or changing attitudes and making decisions (high elaboration)
Low MAO
Peripheral route processing = consumers' attitudes are based on a more tangential or superficial analysis of the message
A less strong, less accessible, and less persistent attitude that are more likely to change
Limited effort devoted in forming or changing attitudes and making decisions (low elaboration)
High effort (influenced by source and message factors)
Cognitive
Values driven attitudes
Social identity based attitude generation
Reasoning by analogy or category
Analytical processes
Direct or imagined experience
TORA and TPB
How to influence
Credibility of the message: strong argument, one vs two sided message, comparative message
Communication source: credibility and reputation
Affective
Emotional processing
Emotional appeal = message designed to elicit an emotional response
Affective response = generation of the feelings in response to a message
Attitudes towards the ad
How to influence
Communication source: attractiveness, match-up hypothesis
Message: strong in emotional appeals
Low effort (influenced by source and message factors)
Cognitive
Frequency heuristic = belief based on the number of supporting arguments
Heuristics = rules of thumb that are used to make judgements
Truth effect = consumers belief a statement simply because it has been repeated a number of times
Simple inferences = beliefs based on peripheral cues
How to influence
Communication source = source expertise us used to judge the message credibility
Message = category and schema consistent information, number of supporting arguments, simple messages, involving messages
Message context and repetition = affects strength and salience of beliefs an enhances brand awareness
Affective
Mere exposure effect (familiarity leads customers to like the object)
Classical (producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response) and evaluative (producing an affective response by repeatedly pairing a neutral conditioned stimulus with an emotionally charged unconditioned stimulus) conditioning
Attitude toward the ad: dual mediation hypothesis
Mood
How to influence
Message: pleasant pictures, music, humour, sex
Emotional content: transformation ads - increase emotional involvement with offerings
Communication source: attractive, likeable, celebrity sources
Message context
Unconscious influences
Body feedback = serves as a cue of particular behaviours
Think slice judgements = evaluations made after very brief observation