MGMC02H3 Chapter Notes - Chapter 6: Communication Source, Classical Conditioning, Surgency
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Impressions) unconsciously: consumers can form accurate impressions through thin-slice judgements. Mgmc02 chapter 6: attitudes based on low effort: Peripheral cues easily processed aspects of a message, such as music, an attractive source or picture, or humour. Marketers try to design ads to enhance the likelihood that consumers" thoughts (cognitive base), feelings (affective base), or both will be favourable. Need to understand how consumers form attitudes with low-effort limited mao to process marketing communications. Unconscious influences on attitudes when consumer effort is low: Thin-slice judgements evaluations made after every brief observations (first. Cognitive bases of attitudes when consumer effort is low: Processing effort is low attitudes may be based on a simple/not strong beliefs marketers can change them. May be less resistant to attack (develop counterarguments) guard is down: higher chance of changing false beliefs using direct refutation. Simple inferences beliefs based on peripheral cues.
