Mar-3503 Lecture Notes - Lecture 6: Communication Source, Classical Conditioning, Absolut Vodka
Document Summary
Consumers have high mao to process information. Peripheral route to persuasion attitudes not based on detailed consideration of message. Consumers don"t have mao to process information. Judgement more in uenced by peripheral cues (easily processed aspects of a message) Cognitive bases of attitudes when consumer effort is low. By forming simple inferences based on simple associations (i. e. brand next to an elegant. Through attributions or explanations for an endorsement champagne) If it"s on the middle shelf, it"s more popular . Belief formed based on the number of supporting arguments. Statement believed to be true due to the number of times it has been heard. Credible sources serve as peripheral cues for making a simpli ed judgement. Products endorsed by an expert must be good . To be seen as more credible, endorsers are used that do not advertise many other products. Consumers form inferential beliefs from a message based on. Base a belief on the number of supporting arguments.
