MC 2015 Chapter : Cognitive Dissonance
Document Summary
Fcb: one of the largest advertising agencies in the world. Sports england ad: nonprofit company trying to increase physical activity, ad geared towards women. We seek balance, or consistency in our attitudes, values, beliefs and behaviors. We don"t want to look hypocritical: ex. Fat free cholesterol free low sodium calcium enriched natural . 1000 grams of sugar, but it"s fat free . Belief that you can put labels on things, and people will make it okay. If we are committed to our first belief, we might rationalize and try not to change our behavior. Persuaders create dissonance in audience and then show how to resolve dissonance. Foote, cone and belding (fcb) model: different products demand different consumer responses. Degree of thinking/feeling: purchasing decisions involve three key elements: learn, feel, do. Strategy: creativity, lifestyle (different types of products require different sequences) Win the attention, approval or admiration of others. Like to have product info, but pressing need overrides info needs.
