ADV 318J Lecture Notes - Lecture 8: Warby Parker, Advertising Research Foundation
Document Summary
Attitudes: inclination to evaluate a product, person, or idea in a certain way. Once formed, attitudes are resistant to change. Motivation (motives): cognitive need that can be satisfied by goal-oriented action. Most adv/pr communications are interpersonal receivers are not obliged to look/listen (pretend to) as they would in personal exchange. One way communications: seen, stored in memory, recalled in future. Exposure: the opportunity for consumers to perceive the ad. Perceptual screening: process filters in material that actively engages the consumer, and filters out what is not understood or perceived as irrelevant. Central route: a consumer"s attitude can be modified by persuasion in the form of product information. Three components to an attitude: cognitive(thinking), affective(feeling), action tendency. Peripheral route: consumer"s attitude toward a product or brand can be modified by attitude toward the ad itself, and especially by whether it"s viewed as credible and likeable. Music enhances the likeability of an ad.
