MGMC02H3 Chapter Notes - Chapter 6: Communication Source, Healthy Choice, Physical Attractiveness
Document Summary
Ch 6 - low effort routes to persuasion. Peripheral route to persuasion: aspects other than key messages arguments that are used to influence attitudes. Peripheral cues : easily processed aspects of a message such as music, pictures, an attractive source, humour. Thin slice judgements: evaluations made after very brief observations. Simple inferences: beliefs based on peripheral cues. Heuristics : simple rules of thumb that are used to make judgements: frequency heuristic: belief based simple of the # of supporting arguments. Truth effect: when consumers believe a statement simply b/c its been repeated a number of times. How cognitive bases are influenced - source, message and context. Credibility judged based on source expertise: source that doesn"t to too many products helps. Category - schema consistency: many elements help ppl infer that a brand has certain characteristics, immediate associations. Involving messages: self referencing: relating a message to one"s own experience.
