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Forming attitudes based on the cognitive response to

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Forming attitudes based on the cognitive response to a marketing message / informationThree cognitive responses:Supporting arguments: thoughts that express agreement with the message (“This willwork, I need this product”)Counter arguments: thoughts that express disagreement with the message (“This willnever work, buying this will be a waste of money”)
Source derogations: thoughts that discount the or attack the message source (“They areall paid actors, this is fake”)Cognitive Dissonance: The Inner Tension Raises:Discrepancy of Beliefs:Discrepancy of beliefs can lead to cognitive dissonanceCognitive dissonance = feeling of discomfort (inner stress) when we hold contradictorybeliefs (e.g., a marketing message is different from our believe)Consumer solve discrepancy byChanging the attitudeJustifying the attitude by acquiring information that supports initial attitudeJustifying the attitude by ignoring or denying the informationSource Credibility: Extent to which the source is trustworthy, an expert or has status /reputation factors:TrustworthinessEg. Consumers trust word of mouth more than they trust advertisingExpertStatusCompany reputationInfluencing Cognitive Based Attitudes: The Message:Quality of the argument:Use of strong arguments to explain superiority of products or distinct product features ina message (e.g., highlighting the USP; match amount to consumer’s effort)One- vs. two-sided messages:One-sided: only positive or negativeTwo-sided message: both positive and negativeEffective when:When customers have a negative attitude initiallyWhen there is exposure to counter messages from competitorsNegative message is about an attribute that is not extremely importantComparative messages:Message that references the competition by making direct or indirect comparisonsLecture 7:Motivation:
Motivation = the inner state of arousal that provides energy needed to achieve a goalRelevance: describes the motivation to seek and process information, to make decision,and to take actionsAffective Foundations of Attitudes: How Affect Creates Attitudes:Affective response = feelings / emotions consumers generate in response to a messageAffective responses act as a source of informationAffective Foundations of Attitudes (2/2):Models of Affective Attitude Formation: Low Effort Affective ProcessingMere Exposure Effect = attitude toward an offering increases, the more familiar aconsumer becomes with itIndependent of any cognitive processingClassical and Evaluative Conditioning (1/2):Classical conditioning:Conditioning = producing a response to a stimulus by repeatedly pairing it with anotherstimulus that automatically produces the responseEvaluative conditioning:Producing an affective response by repeatedly paring a neutral conditioned stimulus(e.g., brand) with an emotionally charged unconditioned stimulus (e.g., scenery andmusic in an ad)Affective Foundations: Attitude Toward the Ad & Consumer Mood:Attitude toward the ad

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Term
Spring
Professor
Joel Smith
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