Attitudes: High vs. Low Effort

Question 1

Define attitude

Answer 1

a relatively global and enduring evaluation of an object, issue, person or action

Question 2

Favorability

Answer 2

how much we like or dislike something

Question 3

Ambivalence

Answer 3

When our evaluations regarding a brand are
mixed (both positive and negative)

Question 4

Accessibility

Answer 4

how easily an attitude can be remembered

Question 5

Confidence

Answer 5

how strongly we can hold our attitude

Question 6

Persistence

Answer 6

how long our attitudes last

Question 7

Resistance

Answer 7

How difficult it is to change an attitude

Question 8

Define effort

Answer 8

how much extensive thinking or elaboration consumers put forth in making decision

Question 9

High MAO

Answer 9

A lot of effort in forming or changing attitudes (high elaboration)
- central route processing
- strong, accessible, persistent attitude that is less likely to change

Question 10

Central-route processing

Answer 10

consumers’ attitudes based on careful/effortful analysis in central issues
§ Attitudes are based on careful and effortful analysis
§ Consumers are active recipients (form strong beliefs)
§ A strong, accessible, persistent attitude that are less likely to change

Question 11

Low MAO

Answer 11

Limited effort devoted in forming or changing attitudes and making decisions (low elaboration)
- Peripheral-route processing
- Less strong, less accdessible, less persistent attitude that is more likely to change

Question 12

Peripheral-route processing

Answer 12

consumers’ attitudes are based on a more tangential or superficial (surface-level) analysis of the message

Question 13

Direct or imagined experience

Answer 13

Attitude formed through actually using a product—or simply imagining using it—can lead to positive or negative feelings.

e.g. actually driving a lambo or imagining driving a lambo

Question 14

Reasoning by analogy or category

Answer 14

How similar a product is to another product/category

e.g. Picking scoot, because it’s related to Singapore airlines and you like Singapore airlines

Question 15

Value driven attitudes

Answer 15

Attitude is formed based on individual values

e.g. Eco-friendly picking environmentally friendly products

Question 16

Social identity-based attitude generation

Answer 16

Attitude is formed based on how individuals identify themselves in relation to others according to what they have in common

e.g. Belonging in a group who all use iPhone, so you want to get an iPhone

Question 17

Analytical process of attitude formation

Answer 17

thoughts consumers have when exposed to marketing messages

• Counter-arguments (thought that disagrees with the message)
• Support arguments (thought that agree with the message)
• Source derogations (thought that discounts or attacks the source of the message)

Question 18

Expectancy value model

Answer 18

explain how consumers form attitudes based on:
> what they believe about a product and
> how they evaluate those beliefs

this behaviour is influenced by:

Attitude toward the behavior (what you believe will happen and how you feel about those outcomes), and

Subjective norms (what you think others expect you to do and your motivation to follow them).

Question 19

High MAO: How cognitive-based attitudes are influenced

Answer 19

1. Communication source (source cred, company rep)
2. Media effect
3. Credibility of the message (strong argument, 1v2 sided message, comparative message - indirect/direct)

Question 20

Strong argument

Answer 20

clear, convincing messages that highlight the best features of a product, often supported by research or endorsements. They are more persuasive when consumers are thinking critically, focusing on the usage process, or see the message as personally relevant.

Question 21

1 v 2 sided message

Answer 21

Generally ad’s are only one sided, but Two sided: Include both positive and negative information about a product. can create uncertainty about brand

Question 22

Comparative message (indirect vs direct)

Answer 22

Direct: when a brand directly names/shows competitor in message to show why its better

Indirect: when a brand compares itself to others without naming them directly

Question 23

High MAO: How affective-based attitudes are influenced

Answer 23

1. Communication source (attractiveness of source, match-up hypothesis)
2. The message (strong in emotional appeal, fear appeal message?)

Question 24

Affective response (emotional processing)

Answer 24

generation of feelings in response to a message

Question 25

Emotional appeal (emotional processing)

Answer 25

message designed to elicit an emotional response

Question 26

attractiveness of source (High MAO)

Answer 26

physically attractive, likeable, familiar/similar to us

Question 27

Match-up hypothesis (High MAO)

Answer 27

suggests that a source is most effective when it fits the product, for example, an athlete endorsing sports gear

Question 28

Simple inferences

Answer 28

consumers form beliefs through simple inferences, like assuming a product is elegant because it appears in a fancy setting. (e.g. brand/price/ad style, not much thinking)

Question 29

Heuristics

Answer 29

mental shortcuts or simple rules (like “well-known brands are good”) that consumers use to make quick judgments with little effort or thought.

Question 30

Frequency heuristic

Answer 30

The frequency heuristic is when consumers believe something is good simply because they see many supporting arguments e.g., “There are ten reasons to like it, so it must be good.”

Question 31

Truth effect

Answer 31

when repeated exposure to a message makes consumers more likely to believe it's true. not because of evidence, but because it feels familiar.

Question 32

Unconscious Influences on attitudes

Answer 32

Much information processing in low effort situations occurs below conscious awareness 1. Source/Message factors 2. Thin-slice judgement 3. Body feedback

Question 33

Mere exposure effect

Answer 33

when repeated exposure to something makes us like it more, even without deep thinking. Familiarity alone can lead to positive attitudes toward products, brands, or music.

Question 34

Classical conditioning

Answer 34

Producing a physical response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response.

Question 35

Evaluative conditioning

Answer 35

a type of classical conditioning where a brand (neutral stimulus) is repeatedly paired with an emotional trigger (like a happy scene or a celebrity), leading consumers to develop positive or negative feelings toward the brand. This emotional response can form lasting attitudes, especially when the pairings are consistent, logical, and noticeable.

Question 36

Dual mediation hypothesis

Answer 36

explains how consumers’ attitudes toward an ad (Aad) can influence their attitudes toward the brand and intentions to purchase. This can happen in two ways: Positive feelings toward the ad increase acceptance of brand beliefs (cognitive path). Positive feelings directly transfer to the brand (affective path).

Question 37

Thin-slice judgement

Answer 37

Thin-slice judgments are quick, unconscious impressions consumers form based on brief observations and minimal information, like instantly judging a salesperson

Question 38

Body feedback

Answer 38

refers to how physical actions, like nodding or muscle tension can influence consumer attitudes and behavior, often unconsciously

Question 39

Low MAO: How cognitive-based attitudes are influenced

Answer 39

1. Communication source (Source expertise is used to judge the message credibility) 2. The message (category/schema consistent info, no. of supporting arguments, simple/involving messages) 3. Message context and repetition (repetition enhances brand awareness, incidental learning, activate truth effect)

Question 40

Category and schema consistent info (Low MAO)

Answer 40

refers to the way consumers make quick inferences based on familiar cues—like brand names, colors, or rankings—that align with what they already know or expect. Marketers use these cues to guide perceptions, especially in low-effort situations (e.g., "Healthy Choice" sounds nutritious; moving into a "top 10" list seems more significant than moving from 10 to 9)

Question 41

Simple messages (Low MAO)

Answer 41

In low-processing situations, simple messages work best. Consumers respond better to clear, direct communication with one or two key points—especially when it highlights a brand’s main benefit or point of difference (e.g., “ready in 15 minutes”)

Question 42

Involving messages (Low MAO)

Answer 42

aim to boost consumer attention by encouraging self-referencing—relating the message to personal experiences or identity. This can be done using relatable scenarios, nostalgic themes, inclusive language (“we”), or personalized elements (like names). When done right, it creates stronger engagement, more favorable attitudes, and increased purchase behaviour

Question 43

incidental learning (Low MAO)

Answer 43

Learning that occurs from repetition rather than from conscious processing

Question 44

Truth effect (Low MAO)

Answer 44

when repeated exposure to a message makes consumers more likely to believe it's true, not because it's true, but familiar

Question 45

Low MAO: How affective-based attitudes are influenced

Answer 45

1. Communication source (attractive, likeable, celebrity sources) 2. The message (pleasant, pictures, music, humour, sex) 3. Message context and repetition (transformation ads, drama) 4. Message context

Question 46

Transformational ad (Low MAO)

Answer 46

aims to create strong emotional connections by linking product use with positive psychological experiences, making it feel more exciting, warm, or pleasurable, unlike informational ads that just present facts.

Question 47

Drama (Low MAO)

Answer 47

uses stories with characters and plots to emotionally engage consumers. By creating sympathy or empathy, like in mini-drama ads with celebrities, these messages help build positive feelings and attitudes toward the brand.