MCOM 214 Lecture Notes - Lecture 8: Attitude Change
16 Oct 2016
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Learning and persuasion: elaboration likelihood model (elm) Attitude change may occur through one of two different processing routes: the central route or the peripheral route based on a persons motivation and ability to elaborate on a message: central route: Motivated to pay more attention to product-related information. Informative ad can be persuasive: peripheral route. Have little or no reason to pay attention to it. Nonproduct aspects could integrate into a positive attitude toward the ad. Focus on image or entertainment factor works better. Consumer motivation process: underlying forces that contribute to our purchasing actions, stems from the goal of satisfying needs and wants. Needs: basic, often instinctive human forces that motivate us to do something. Wa(cid:374)ts: (cid:862)(cid:374)eeds(cid:863) that (cid:449)e lear(cid:374) o(cid:448)er our lifeti(cid:373)e: maslo(cid:449)"s hierarchy of (cid:374)eeds. Basic needs safety needs social needs self-esteem needs achievement needs: negatively originated motives. Informational motives: consumer actively seeks information to reduce the mental state.
