24202 Lecture Notes - Lecture 5: Classical Conditioning, Physical Attractiveness, Communication Source
Document Summary
Attitudes based on low consumer effort: issues marketers face in trying to change consumers" attitudes when processing effort is low. May not remember formed attitudes and for attitudes anew each time. Peripheral cues: easily processes aspects of the message (music, humour: role of unconscious influences on attitudes and behaviour judements in low effort situations. Thin slice judgement assessment made after very friend. Body feedback stimulating nodding via contents design. *heuristics simple rules of thumb that are used to make judgements. Frequency heuristic: belief based on no. of supporting arguments. Truth effect: consumers believe a statement due to repetition: ways consumers form attitudes through affective reactions when cognitive effort is low. Mere exposure effect: more familiar with something, more we like it. Classical conditioning: stimulus is unconditioned when it automatically elicits involuntary response (e. g. music, celebrity) If deleted, same response still occurs (e. g. humour with a product)
