Psychology 2990A/B Lecture Notes - Consumer Behaviour, Master Sergeant

• School: Western University
• Department: Psychology
• Course: Psychology 2990A/B
• Professor: Doug Hazlewood

Document Summary

Advertisements: usually exposed to 1500+ attempts everyday, from advertisements, Canada spends 10 billion/year, mcdonalds spends 1 billion a year. Evaluative responses: can be behavioural (approach/avoid/ buy not buy) can be affective (emotions) or cognitive (evaluative beliefs) Stages of msg learning: 1 attention (notice the msg) 2. comprehension (understand content) 3. yielding (accept concusions of msg) 4. retention. Success rate of chaning attitudes: 80% in each step. Things that effect influence of msg: who says it, what is being said, msg, whom represents it, length of the msg, the source of the msg. Factors that influence the direction of cognitive response: current attitudes (if msg agrees or disagrees with how you feel), arguments quality. Factors that influence amount of cognitive response: distractions (#, strength) msg represent increase cognitive responses (if strong argument you will think about it more) and personal involved will effect response.