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Intro to Marketing_Herzenstein_Date__041910

Intro to Marketing_Herzenstein_Date__041910 - done o...

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Persuasion continued Classical conditioning: - Used in advertising: stimulus that makes people feel happy/want to do stuff Some marketing tactics consistent with classical conditioning principles: - Example: Christmas music in stores because spirit of Christmas—giving, so buy more in store Discrepancy theories: - Small: sad rubber ducky; shows problems with not giving kid chicken pox vaccine o Effective because grabs attention - Large: babies with needles. Chemicals o Too extreme, we don’t want to see it—NOT effective - Need to be exercised with caution Motivational approaches: - People will be persuaded if they want to be persuaded - Less obvious than persuasion attempts Balance theory: - Attitude changes, denial, differentiation - We like things to be consistent - Need to balance the triangle Attitude function: - We like or we don’t like Knowledge function : - reasons you like or don’t like it, makes life easier because come to conclusion and are
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Unformatted text preview: done o Factual appeal—why you made the decision o Quality appeal—why such a a good quality Value expression function:-Influence what others think of us—do this ALL the time o Image appeal: consistent, relative Celeb endorsers (relate product to image/personnel) Utilitarian function:-Want to be associated with the good/smart-Rewarded for good association/behavior/life Self persuasion:-Elaboration likelihood model—was ground breaking-Color BLUE (even though written in red) Elaboration Likelihood model-Sometimes we do , don’t times we don’t elaborate-More elaborate—memory (long term)-¾ peripheral route—if cant or wont (either are low) go here {number}-¼ central route—motivation to elaborate/want/can do it {quality}-Look at chart for rount of persuasion and summary...
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  • Spring '08
  • McNutt
  • Elaboration likelihood model, classical conditioning principles, chicken pox vaccine, association/behavior/life Self persuasion, store Discrepancy theories

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Intro to Marketing_Herzenstein_Date__041910 - done o...

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