Chapter 6: Attitude Based on Low Effort

What are some techniques marketers can use in low-effort situations to shape attitudes?

Repetition, emotional pairing, credible messages, good vibes, and heuristics.

What influences Affective Attitude Formation in Low-Effort Settings?

The Source, The Message, and The Context.

What is the Peripheral Route to Persuasion?

Persuasion based on surface-level cues instead of the core message.

What is the Truth Effect?

Consumers believe a statement simply because it has been repeated several times.

What are Peripheral Cues?

Easily processed characteristics of a message such as attractive spokespersons, music, or humor in an ad.

Define Thin Slice Judgements.

Making quick opinions based on small bits of info or evaluations made after very brief observations.

What is the Frequency Heuristic?

A rule of thumb where a belief is based on the number of supporting arguments or amount of repetition.

List the three categories of affective responses.

Surgency, Elation, Vigor, Activation; Deactivations feelings; Social Affection.

What is the effect of Repetition in marketing?

It enhances brand awareness through familiarity, also known as the mere exposure effect.

What is a Mystery ad?

An advertisement where the brand is not identified until the end of the message.

How do marketers use emotional content in advertisements?

By utilizing pleasant pictures, music, humor, and transformational advertising.

What is Body Feedback?

Physical states like smiling or posture influence attitudes and feelings.

What is the role of credible sources in marketing?

They enhance the relevance and trustworthiness of the message.

How can self-referencing be increased in marketing?

By using the word 'you', asking rhetorical questions, and presenting relatable visuals.

What is the significance of using attractive people in advertisements?

Attractive people serve as a peripheral cue, increasing persuasion through visual appeal.

What are simple inferences in low-effort processing?

Judgments made based on superficial cues, such as 'it must be good if it’s expensive'.

What is Classical Conditioning?

Based on Reflexes/ natural responses.

Focuses on Conditioned Behaviour

Uses UCS → UCR → CS → CR
Ex: Pavlo bell and dog.

What is Evaluative Conditioning

Bases on attitudes and emotion associations
Focuses on → changes in attitude or preference
Uses: CS + emotional Stimulus repeatedly
Ex: you like the soda brand AFTER emotional ads

Mere exposure effect:

The phenomenon where repeated exposure to a stimulus increases a person's preference for it, often occurring without conscious awareness.

Transformational advertising

Ads that try to increase emotional involvement with the product or service.
ex: Using storytelling or imagery to create a strong positive emotional response.

Dual-mediation hypothesis

Explains how attitudes toward the ad influence brand attitudes.

Incidental learning

Learning that occurs from repetition rather than from conscious processing.