MGMC02H3 Chapter Notes - Chapter 006: Nudity, Classical Conditioning, Happy Tv
Document Summary
Low-effort situation = consumer unwilling or unable to exert a lot of effort or devote many emotional resources in processing central idea behind communication. Unlikely to think about what product means to them, relate empathetically to ad, generate arguments against or in support of message. Processing effort low = passive recipients of message = no strong beliefs or accessible, persistent, resistant, confident attitudes. Strategies for low effort: peripheral route to persuasion = aspects other than key message used to influence attitudes, peripheral cues = easily processed aspect of message (ie: music, attractive picture, humor) Much processing in low-effort situations occur below conscious awareness: thin-slice judgments is the evaluation made after very brief observations (intuitive, body feedback where nod induces positive evaluations and shaking hands had negative. Source (important when low: credible sources = peripheral cues for simplified judgment, ie: statements from experts can be trusted.
