Attitudes%20Based%20on%20Low%20Effort-1

Attitudes%20Based%20on%20Low%20Effort-1 - AttitudesBasedon...

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Attitudes Based on  Low Consumer  Effort Marketing 3250 September 23, 2009
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High-Effort Versus Low- Effort Routes to Persuasion Peripheral route to persuasion Processing is peripheral  when consumers’  attitudes are based on easily processed  aspects of the message such as peripheral  cues  Music, attractive sources, humor, etc. –  basically anything you’d see in a beer ad! http://www.youtube.com
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Approaches to Attitude  Formation/Change
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Cognitive Bases of Attitudes  When Effort is Low Simple inferences Heuristics:  “simple rules of thumb, that  are easy to invoke and require little  thought”  Frequency heuristic: a special type of  heuristic with which consumers form a  belief based on the number of supporting  arguments Truth effect: it “rings a bell” so it must be  true
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When Cognitive Effort is Low,  Simple Messages Work Best!
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This note was uploaded on 09/22/2010 for the course MKTG 3250 at Colorado.

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Attitudes%20Based%20on%20Low%20Effort-1 - AttitudesBasedon...

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