MC 2035 Lecture Notes - Lecture 2: Cognitive Dissonance, Marketing Strategy, Hyperbole
Document Summary
If we have a positive experience we are inclined to carry out the action again. Central route processing: helps on logical information based messages o o. ^both have to be present to make a difference. ^^results are much more likely to last long. Peripheral-route processing: uses sensory or symbolic cues (music, celebrity, images) o o. Results in short term attitude (reasons why we see the same ads over and over again) Ex: book club leads to ny bestseller peripheral because there was no central debrief. Is the audience motivated to pay: ability: If audiences are motivated and have the ability they are more likely to engage a message with central-route processing. If not, they are more likely to engage a message with the peripheral message. Peripheral: easy, no facts, puns, pictures//central: facts, reason, features, benefits. Be proactive in cultivating personal relevance for audiences. We seek balance in attitudes, values, beliefs, and behaviors. We avoid the appearance of being inconsistent.
