10.01.09 CLASS NOTES- Low Invovlement Decision Making

10.01.09 CLASS NOTES- Low Invovlement Decision Making - ii....

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10/01/09 THOUGHT QUESTION 1. How would your approach to advertising disposable pens differ from that of advertising high quality computer printers? LOW INVOLVEMENT DECISION MAKING I. a. Order of Effects i. High Involvement Decision Making 1. Information Search 2. Evaluation of Alternatives 3. Product Choice ii. Low Involvement Decision Making 1. Information Search 2. Product Choice 3. Evaluation of Alternatives b. Elaboration Likelihood Model (ELM) i. Definition: the more relevant a message is, the more a consumer will elaborate on it. 1. High involvement leads to central processing of message content 2. Low involvement leads to peripheral processing of non-content cues II. a. Participants were in high involvement or low involvement conditions i. Example of High Involvement: they were told that they would select a razor as a gift after being in the study
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Unformatted text preview: ii. Example of Low Involvement: they were told that they would select toothpaste as a gift after being in the study. b. Participants read ad message content that was strong or weak. i. Example of Strong: unique angle placement of the blade provides the smoothest shave possible. ii. Example of Weak: designed with the bathroom in mind. c. The peripheral cue of an advertising spokesperson was either. (Pass high involvement test, but not low involvement) i. Attention Getting: A professional athlete ii. Non-Attention Getting: an average citizen from San Jose, CA. iii. Example of Peripheral cue: if they dont like my songs, well catch em with my costumes. Elvis iv. Example of Peripheral cue: A long paragraph with circled words to make the main sentence its own message. (low involvement)...
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10.01.09 CLASS NOTES- Low Invovlement Decision Making - ii....

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