MK 210 Lecture Notes - Lecture 7: Elaboration Likelihood Model, Weighted Arithmetic Mean, Observational Learning
Document Summary
Chapter 7: attitude and persuasion (see pages 249-263; source credibility and celebrity in the how marketers change attitudes section) Direct experience: leads to more strongly held attitudes. Indirect information: observational learning, secondary information something i"ve read or heard through word of mouth, these attitudes aren"t as strongly held. If experience meets expectations/assumptions, then attitude will strengthen: leads to repeated behaviors. Attitudes start to form during information search but don"t solidify until we interact with the product. Tripartite (abc) model of attitude (attitudes have three components). Affective (feeling: develop a positive or negative association with the product. Cognitive (thinking: central route to persuasion/influence; company wants to get you to think. Elaboration likelihood model (elm) (there are two routes to persuasion/influence). Peripheral route (elaborate on non-argument based cues; get consumer to feel: if it"s not an important decision or the consumer has a lot of experience with similar decisions, the decision is more about feeling than thinking.
