COMM 336 Lecture Notes - Lecture 8: Multiple Comparisons Problem, Elaboration Likelihood Model, Iphone 3Gs
10 Oct 2016
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Document Summary
Two different appeals (iphone launch ad and iphone 3gs ad) Duo-process theories (how consumers process advertisements at the cognitive level: elaboration likelihood model (elm, heuristic-systematic model (hsm) Focuses on the extent of elaboration on different types of information in the message (how deep they focus on the info) Consumer can focus on information that is: central route processing: directly relevant to the advocated position (central route to persuasion) Really paying attention to the central details: peripheral information: visual queues. Emphasizes the depth of processing consumers give to any information contained in the communication: heuristic processing, systematic processing. Both elm and hsm suggest people engage in a combination of effortful and less effortful processing. Consumer motivation: need for cognition, risk, product category. Intelligence and knowledge: attention and time constraints. Sufficiency principle: people are motivated to process systematically to the extent that heuristic processing does not sufficiently meet their goals. Motivated reasoning: people are predisposed to reach a certain conclusion.
