Attitudes Low Effort
10 important questions on Attitudes Low Effort
What is a low-effort situation?
Peripheral route to persuasion: aspects other than key arguments that are used to influence attitudes.
What are unconscious influences?
Body feedback: influences attitude and behavior
- physicall firming muscles improves self control
- nodding your head leads to more positive evaluations
Give cognitive bases of attitudes?
- beliefs based on peripheral cues
Heuristics:
- rules of thumb that are used to make judgements
- frequency heuristics: belief based on the number of supporting arguments or amount of repetition
- truth effect: consumers believe a statement simply because it has been repeated a number of times
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What are characteristics of communication that influence cognitive attitudes?
- credible sources can server as peripheral cues
- statements from experts
- endorser, polite language
Message
- category and schema consistent information
- number of supporting arghuments
- simple messages
- self referencing: you, rhetorical questions, relatable
- Mystery ad: brand is not identified until end of the message
Message context and repetition
- message context affects the strength and salience of consumers beliefs
- repetition enhances brand awareness: invidental learning and truth effect
What factors influece affective attitudes?
Message
- pleasant pictures
- music
- humore
- sex
- emotional context such as transformational advertising and dramas
- message context
Explicit vs implicit attitudes?
- conscious
- deliberately formed
- easy to self report or observe
Implicit attitudes
- unconscious
- involuntarily formed
- largely unknown to us
How to measure implicit attitudes?
- as fast as possible indicate black or white images to categories -> Racial attitudes
What is the evolutionary approach?
Adaptations
- physical: the function of wings moth: disguise
- mental: function of loving sugar and fat = survival
An adaptive problem
- recurred over course of species history
- problems whose solution affected the probability of survival
- fear for shark, not car, whilst car is a MULTI KILLER
Adaptive behavior: adaptationt + environment = observable output
What functions do emotions serve?
- functionality: emotions serve vital functions in survival
- specificity: specific emotions for specific problems
- fear: activates self protection. Social proof appeals persuasive, scarcity will be counter persuasive.
- romantic desire: activate mate attraction, engage in public displays. Scarcity appeals will be persuasive, but social proof appeals will be counterpersuasive
- social proof: many are doing it, must be good
- scarcity: if it is rare, must be good
Experiment Fear and Loving in Las Vegas. Explain
1: Short video clip or story (A,B) with different heuristics then test attitude towards product.
2: two types of social proof: behavioral vs attitudional. Seen by millions vs everybody talking about. Two types of scarcity. Limited opportunity vs distinctiveness.
Results:
Behavioral social proof appeal more persuasive under fear, less under romantic. Attitudinal social proof appeal did not differ as function of emotion
Distinctiveness based scarcity appeal was more persuasive under romantic, less in fear. Limited opportunity scarcity appeal did not differ as a function of emotion.
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