Chapter 6 Flashcards

1
Q

When consumers are either unwilling or unable to exert a lot of effort or devote emotional resources to processing the central idea behind a marketing communication, we characertize it as a

A

Low effort situation

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2
Q

Peripheral route to persuasion

A

Processing is called peripheral when consumers attitudes are based not on a detailed consideration of the message or their ability to relate to the brand empathetically but on other easily processed aspects of the message, such as the source or visuals, called peripheral cues

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3
Q

Thin-slice judgements

A

Are assessments consumers make after brief observations despite receiving minimal information input. Studies show that consumers can form suprisingly accurate impressions throuhg thin-sliced judgements, even though they are not doing so on a conscious level

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4
Q

Cognitive bases of attitudes when consumer effort is low

When processing effort is low, consumers may acquire simple beliefs by

A

Forming simple inferences based on simple associations

forming heuristics or simple rules of thumb, that are easy to invoke and require little thought

Frequency heuristics, with which consumers form a belief based on the number of supportin garguments

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5
Q

Truth effect

A

Consumers are likely to have stronger beliefs about a product when they hear the same message repeatedly

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6
Q

How cognitive attitudes are influenced:

Marketers must conider three major characteristics of communication

A

The communication source

The message

The context in which the message is delivered and the use of reputation

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7
Q

Communication source (how cognitive attitudes are influenced)

A

credible sources can serve as peripheral cues for making a simplified judgement

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8
Q

The message (how cognitive attitudes are influenced)

A

The message itself can influence attitudes in a numbe of ways when consumers processing effort is low

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9
Q

the context in whcih the message is delivered and the use of repetition (how cognitive attitudes are influenced)

A

The context in which the message is delivered can affect the strength of consumers beliefs and the prominence (or salience) of those beliefs for the consumer

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10
Q

Effortless or incidental learning

A

When consumers do not try to process information actively, rather the constant repetition increases recall through effortless or incidental learning

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11
Q

Affective base of attitudes when consumer effort is low

Attitudes can also be based on consumers affecetive or emotional reaction to these easily processed peripheral cues. These low effort affective processes may be due to

A

The mere exposure effect

Classical and evaluative conditioning

Attitude toward the ad (Aad)

consumer mood

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12
Q

mere exposure effect

A

We tend to prefer familiar objects to unfamiliar ones

Therefore our attitudes toward an offering such as a new style of clothing should change as we become more annd more familiar with it, regardless of whether we perform any deep cognitive analysis of it

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13
Q

Classical conditioning

A

Producing a response to a stimulus by repeatedly pairing it with another simulus that automatically produces this repsons

behaviors are learned by connecting a neutral stimulus with a positive one,

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14
Q

Evaluative conditioning

A

A special case of classical conditioning that produces an affective response by repeatedly pairing a neutral conditional stimulus (such as a brand) and an emotionally charged unconditional stimulus (such as a well-liked celebrity)

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15
Q

Dual mediation hypothesis

A

A somewhat more complex explanation of the relationship between consumers liking of an ad and brand attitude. According to this hypothesis, consumers can have a favourable attitude towards an ad either because they find it believable or because they feel good about it. Thus the dual mediation hypothesis proposes that Aad can affect attitudes toward the brand (Ab= either throuhg believability or liking. These repsonses, in turn, may positively affect consumers intnetions to purchase

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16
Q

Mood congruent direction

A

Attitudes can be influenced by consumers mood. Here a stimulus creates a positive or negative mood; in turn, this mood can affect the consumers reaction to any other stimulus they happen to evalueat. Thus we are more likely to say that we like something if we are in a good more or say that we dislike something if we are in a bad mood

17
Q

How affective attitudes are influenced
When consumers apply little processing effort and form attitudes based on feelings

A

The same three factors that influence cognitive reasoning also influence affective attitudes: the communication source, the message and the context

18
Q

Under conditions of low effort, two factors play a major role in determining whether or not the communication source evokes favourable affective reactions:

A

its physical attractiveness and its likability

These two factors help to explain why marketers like to feature celebrities in ads

19
Q

Message characteristics that influence feelings in low effort processing situations include

A

Pictures, music, humour, sex, emotional content and context

20
Q

ONe special type of emotion message is called tranformational advertising. The goal of a transformational ad is

A

To associate the experience of using hte product with a unique set of psychological characteristics