Sinem's Notes-Session 15

Sinem's Notes-Session 15 - fII M I C H IGAN . L MKT 313...

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Unformatted text preview: fII M I C H IGAN . L MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 15 March 9, 2011 Winter 2011 Copyright 2011 by Carolyn Yoon. All rights reserved Today Attitudes (continued) Problem Recognition Information Search Sign up for meetings about the group project (via Google Docs) Thurs, March 10, 3 - 5 pm Tues, March 15, 1 - 3 pm Fri, March 18, 12 - 2 pm 1 /I~ r ~-ft~v I ,~ ~~~"~ otW !J~ f. .a.. Jilt- Approaches to Attitude Formation/Change (Exhibit 5.1) , -------------A=NiC-O lude.ore oo.ro on Consumers' eIoboroiion lconsidero bon} of a mes~ g e Ibmed on Iheir mo!lvotion, ability, and opporlunily [MAO)) Affective (Emotional) Foundations of Attitudes Affective involvement Affective responses Emotional appeals ;' . ~ High Effort Central-Route Processing (Chapler 5) Low Effort Peripheral Route Pro<e:s.s ing IChoplor 6) Cognition s (thoughts) -.~ ~t or ;';'~ined wcpenon<e Reo>Q"1ng by analogy 0( c:cmgory , Values' drMffi aHihldeo ~ . Scoot i<lcotity-baw<:i atilude ga!lEf<lriOll ~ ~Y~o\IIt..de con.IrUd;Qn '. Simplebelieli U ncon!.cl~u-:, int1Oe.rx:.es i Jhe et:'vironment. Affect (fee lings/e motions) 'Emotional proce..mg . ' '. Aifnd."" respom<> ~ , .. ' . Aii'~Iowo,d the ad -: , . 1h. rnent eJIPO>U"" eIiocl - C",""'<l1 <x>rvlilic~1Ig - AnilUd.i !<)word II>e ad - MOod 3 2 -CJ!,-e ci ',,-~) Source Attractiveness Usually attractive source tends to facilitate attitude change. Level of attractiveness constitutes a source of information instrumental to the attitude change process and thus a central task- relevant cue "what is beautiful is good" stereotype Perfume/cologne (but not coffee?) 6 How Affectively Based Attitudes Are Influenced Under High Consumer Effort Source Attractiveness Match-up hypothesis Message Emotional appeals Fear appeals Gy:-i- re..tY1R- r Terror Management Theory (TMT) tL-/X.{ lei 1..2 , .1 t)(.L'-.J...1 id f~JY1J,j"{t/ 4 / L~ ~-I f / . '-" c.:i: ' ) 3 Attitude Toward the Ad Dimensions Utilitarian (functional) Hedonic Attitude Formation and Change: Low Consumer Effort 1 - 1lo O ,. :JUM. _ _ _ _ .- "," _ - . ' :-::r.::.: .....
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Sinem's Notes-Session 15 - fII M I C H IGAN . L MKT 313...

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