CB Session 13 - MKT 613- Consumer Behavior Prof. Carolyn...

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MKT 613- Consumer Behavior Prof. Carolyn Yoon Session 13 (Mar. 9) Notes Exerices: How Affectively Based Attitudes Are Influenced Under High Consumer Effort Slide: HOMEWORK-Bring Ads that use fear, guilt, source attractiveness (one for each). Explain which one you think is more effective? (How do you define effective? would buy/remember, change attitude? Vs. negative emotion towards which one is more effective?) Low-Effort vs. High Effort Routes to Persuasion Slide: HOMEWORK- Ads that use peripheral (low effort) vs central (high effort) routes to change attitudes. Find at least 5 Ads and categorize accordingly, explain at least why at least one for each type Slide: Today …after we get through attitudes… information search, a lot of it is online, but in case you haven’t thought of the explicit ways to add the searches we will briefly talk about that. It is very helpful, at least in my experience, to try to understand the overarching purpose of all the verbage that you find in the text, since there is a lot of it, it seems like information overload. Slide: Approaches to Attitude Formation/Change The ideas are really simple, you all had been exposed to the MAO: Motivation, Ability, Opportunity. High opportunity situations vs. low opportunity situations, there are some consumer decisions which will be naturally MAO across the board. What might those be? What are you going to be engaged in high effort processing forming attitudes? Buying a car, consumer domains that tend to be large purchasing items, so definitely, unless it is a brand consumer packaged goods item, you are not going to be engaging in high levels of MAO. Is that it? Buying a cell phone. Any of these purchase decisions do not happen very frequently, and in general, it is going to be higher in these couple of quadrants as opposed to down here. So that is one way to think about the situation as opposed to likely to get people to engage in high effort processes through the central route of persuasion. This is sort of like the peripheral route. The book kind of organizes the information in talking about cognition, emotions. The idea that the overall attitudes are formed primarily based on thinking as opposed to feeling, but I argue that often these things do … but sometimes one is more than the other. Obviously, a lot of the decisions have both coming into play, so you have to deal with this kind of complex interactions. We are keeping these things a little simple for the purpose of consumer behavior, and so I think we can characterize attitudes as being primarily thinking based as opposed to feeling. So with your car purchase, Chris, was it thinking based or feeling based? If I were to get you to talk about the initial stages, where you are maybe trying to narrow down a list of products. You are caring about the information, or at least we would like to think that we are considering information, whether we actually end up doing that is still a question. Once again, the same product can be
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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CB Session 13 - MKT 613- Consumer Behavior Prof. Carolyn...

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