MGMC02H3 Chapter Notes - Chapter 6: Tiger Woods, Physical Attractiveness, Classical Conditioning
Document Summary
Chapter 6 attitudes based on low consumer effort. Low-effort situations - cconsumers are either unwilling or unable to exert a lot of effort or devote many emotional resources to processing the central idea behind a marketing communication: lower mao to process communications. Thus marketers come up with different ways to communicate: peripheral route to persuasion - aspects other than key message arguments that are used to influence attitudes. When attitude is based on easily processible aspects. Peripheral cues- easily pro- cessed aspects of a message, such as music, an attractive source or picture, or humor. Unconscious influences on consumer attitudes when effort is low. Processing occurs below conscious awareness in low-effort situations. Two unconscious influences: thin-slice judgments: evaluation made after very brief observations ex. First impressions, packing an umbrella for a rainy day: body feedback: body feedback can influence attitudes and behaviours.
