Psychology of Adv - Exam 1

Table of Contents

Understanding Consumer Behavior............................................................................................... 2

Motivation, Ability, and Opportunity............................................................................................. 6

From Exposure to Comprehension.............................................................................................. 13

Memory and Knowledge.................................................................................................................. 14

Attitudes............................................................................................................................................... 23

Understanding Consumer BehaviorLecture 2 (08/27/14) – OnlineSocial Media

- Privacy and security issueso Ex: Target scandal – pregnancy ad, credit card mishapo Facebook sending a code to personal cell phone to access account

- What’s a ‘Like’ worth? (what is the ROI on a like on Facebook?)o Social marketers have been obsessed with building social media followers, yet

unable to articulate the value of a “fan”o Graph Search makes the ROI of Facebook following easy to measure by using

“likes” and “check-ins” (geo-targeting/geo-tagging)- A lot of consumer psychology is connected to social media (people who do not have

social media are called “laggards”)- Questions:

o 1. Do you use Facebook’s Graph Search? What do you think of it? Can use it to search ‘which of my friends like sushi?’

o 2. Do you see a potential problem with Graph Search causing pages losing connections with users?

Social media leech: someone who is in social media but does not contribute

o 3. Do you think big corporations have an unfair advantage on promoting themselves under Graph Search?

Ex: Coca-Cola, McDonald’so 4. If this reaches the point of paid search marketing for businesses, do you think

this is a good marketing tactic?- How many tweenyboppers is in the Austin area on facebook, it’s 24,000- Expectations

o Can you tell me what consumer behavior is?o Acquisition to use stage to disposition stageo Identify 4 domains of consumer behavioro Discuss benefits of studying consumer behavioro Explain how companies apply consumer behavior concepts when making

marketing decisions- Consumer Behavior: the acquisition consumption and disposition of goods, services,

time, & ideas by (human) decision making unitso You do this multiple times a day, consciously and unconsciously, rationally and

emotionally Emotion is a big part of advertising

o Influenced by advertising, social media, friends/family, etc.o It is a dynamic processo Can involve many peopleo Involves many decisions big and small

Lecture 3 (09/03/14) – Online - Integrating marketing and sports

o Richard Sherman’s Beats “Hear What You Want” headphones Perfect timing of the ad and his explosion against ESPN reporters after a

gameo Oreo’s “Dunk in the dark” after the black out in the Superbowl stadiumo Social and psychological context of advertising that may happen

- Consumer Behavior: totality of decisions you make about consuming of an offering by a decision making unit which tends to be a business and a consumer but can also be B2B

o Involves attitudes toward: Products Services

Good example of selling service: Progressive commercials (Flo) Can see boxes in the background, makes insurance tangible

Activities People Ideas

o Three dimensions of consumer behavior 1. Acquisition 2. Consumption 3. Disposition

o Consumer behavior reflects totality of consumers’ decisions with respect to the three dimensions of consumer behavior

Goods Service (disposition would be to fire someone or breaking a contract) Time Ideas by (human) decision making units over time

o Advertising tactics (ideas and way we execute ideas) are based on

o ABCs of computer behavior intertwine: Attitude/Affect: the feeling (attitude + emotion)

Emotions usually generated with ads Ex: Nike’s new campaign that people really push themselves –

everyone can be an athlete – idea of self-confidence Behavior Cognition: knowing

Knowing the different aspects of a product- What impacts consumer behavior?

o 1. Psychological core How you make your decision based on the things around you? (i.e. who

you spend time with?)o 2. Decision-making processo 3. Consumer cultureo 4. Consumer behavior outcomes

Lecture (09/05/14) – OnlineAccess to lecture slides: http://angelineclose.com/?cat=93

Exam questions are a lot more in examples

Consumer Behavior: the acquisition (i.e. online shopping), consumption, and disposition (how to get rid of stuff) of goods, services, time & ideas by (human) decision-making units

- Disposition: hoarders are the ones that struggle with this stageo Putting emotional attachment into an object

- It is a dynamic process- Can involve:

o Many peopleo Many decisions big & smallo Consumer feelings & coping

http://angelineclose.com/?cat=93

Motivation, Ability, and Opportunity

Lecture (9/8/14) – Online

Proctor & Gamble advertisement about kids doing well in life (Olympics) and their mothers as supporters

- Both summer and winter Olympics videoso Summer Olympics: waking them up in the mornings and then seeing them

through Olympics “Hardest job in the world is the best job. Thank you, Mom”

o Winter Olympics: kids falling and crying throughout their childhood and Olympics experiences but then finally landing everything

“For teaching us that falling only makes us stronger. Thank you, Mom”- Walked the viewers through an emotional journey- Evokes the emotion of gratitude

1. Psychological core: internal consumer processes- Based on:

o Motivation How motivated is the consumer to take action (browse, shop)?

o Ability Think about will a consumer have the ability to distinguish one offer from

another in the marketplace? Low literacy consumer: not able to distinguish among products in the

marketplace – may not know the difference between P&G and Unileivero Opportunity

Does the consumer have the opportunity to make an informed choice? Are you exposed to information related to the choice? Do you know all of the offerings in the market for X product?

Ex: Carmax (now) vs. Kelly Blue Book (then)- Consumer steps:

o Exposureo Attentiono Perception

- Forming & Changing Attitudes- Forming & Retrieving Memories

o Neuroplasticity: having a more flexible brain – using both sides of brain

2. Decision-making process- Problem recognition & search for information- Judgments & Decisions- Post-Decision Evaluations: reinforcement of decisions

o Ex: “Cheetah is the new black”; car dealership sending cards

3. External Processes/Influenceso Consumer diversity

Ethnic and religious background hugely impacts consumer choiceso Social class & householdo Values, personality, & lifestyleso Reference groups & other social influences

Ex: Yelp – 1 or 2 nasty reviews will cause loss of customers

4. Consumer Behavior Outcomes- Symbolize who we are – external signs used to express identity- Diffuse through a market – influence others’ decision making- Ethics & Corporate social responsibility (CSR)

Beneficiaries of CB Research- Marketing managers

o Iconic Cokeo Tastes best out of glass

- Advertisers - Ethicists/Advocacy Groups- Public policy makers/Regulators- Scholars- Media/popular press- Consumers


Ch. 2 Learning Objectives- Discuss the four types of influences that affect the consumer’s motivation to process

information, make a decision, or take action- Explain how financial, cognitive, emotional, physical, social, and cultural resources, plus

age and education, can affect the individual’s ability to engage in consumer behaviors- Identify the three main types of influences on the consumer’s opportunity process

information ***Be able to answer these for the exam

Motivation: “…an inner state of arousal that [creates]… energy to achieve a goal”- Goal driven arousal goal driven results- Consumer motivation: the needs, wants, drives, and desires of an individual that lead him

or her toward the purchase of products or ideaso Can be physiologically, psychologically, or environmentally driveno Ex: those who drink will be motivated by alcoholic ads but those who don’t won’t

find any motivation IMPORTANT FRAMEWORK***

(Psychological core – the head – is mostly Exam 1)

- Four things to know:

o Personal relevance: make people feel that whatever is being conveyed is relevant Ex: if not shopping for car, car ads are not considered as relevant – may

not be motivated to finish watching adso Motivationo Abilityo Opportunity

- Consumer motivation & effects: goal related behavioro High effort behavioro High-effort information processing & decision making

Motivated reasoning If motivation is high, consumers make a conscious effort to

research and make an educated decision Most people have an implicit goal in the back of their head (i.e. must get a

pair of jeans) How can we motivate you to make a decision?

o Felt involvement (**good exam questions) Enduring: when involvement with the offering is lasting Situational: when involvement with the offering is temporary Cognitive: there is a psychological state that you experience that processes

information related to goal Affective: psychological state that involves emotional energy (i.e. P&G) Response

o Objects of involvement Product categories Experiences Brands Ads Medium Particular show/article

- Drivers of motivationo 1. Marketing stimuli must mesh well with consumer and consumer’s self-concept

(who they think they are) All have actual self concept and desire self concept (advertisers will need

to speak to the DESIRED self-concept)

Needs: a need is an internal state of tension caused by disequilibrium from an idea or desired state (can be a motivator)

- Maslow’s Hierarchy of Needs

- Categorizing Needs (see chart to right)- Characteristics of needs

o Are dynamico Exist in hierarchyo Internally or externally arousedo Can conflict: two needs

happening at the same time Approach-avoidance:

occurs when given behavior is seen as both desirable and undesirable at the same time

Satisfy some of your needs but fails to satisfy others Approach-approach: occurs when you face the task of choosing among 2+

equally desirable options that fulfill different needs Avoidance-avoidance: occurs when you face the task of choosing among

two bad options (choose the lesser of evils) Ex: choosing between two classes you really don’t want to take

- Identifying needs is related to goalso Types of goals

Concrete or abstract? Promotion focused or prevention focused? Goals to regulate how consumers feel Goals to regulate what consumers do

o Goals & emotions Appraisal Theory

Whether consumer feels good or bad about something depends on whether it is consistent or inconsistent with his/her goals

Normative/moral compatibility: is this the right thing to do? Is this what others are doing?

Lecture (9/12/14) – Live

How theories circumvent with the real world – Alamo Drafthouse - Unique because it is a movie theater with full menu- “No Talking” PSA – kicked out a girl out for being on her phone/talking

o She said it was too dark and she didn’t know that she wasn’t supposed to not text- Broader perspective: motivation, opportunity

o Important to understand the customer side of view before making managerial decisions

- Needs, wants, drives, desires of a person to leads to purchases of the product

Motivation- Are you a motivated person?

o More motivated if you’re interested- Can one change others’ motivation state in general?

o Fear and anxiety appealso Using negative-route to persuasion

From Exposure to Comprehension


Social Media- Engagement: how long you spend on the site

o Instagram – 75M daily userso YouTube – 100 hours of video uploaded every minuteo Pinterest – 88 minutes average sessiono Snapchat – 700M snaps per dayo Vine – 5 Vines tweeted per second

- Stickiness: how much you can attract engagement

Influencer Marketing: a form of marketing that identifies and targets individuals with influence over potential buyers

- Social media has fundamentally changed the balance of power between customers & brands because it enables peer recommendations

- Marketing inspired word-of-mouth generates more than twice the sales of paid advertising (37% retention rate)

- Extension of endorsements (celebrity marketing)- Influence = audience*reach(# of followers)*brand affinity*strength of relationship with

audience- 5 takeaways:

o 1. Voice of consumer is more powerful than ever beforeo 2. Influencer marketing is ideal for building brand loyaltyo Degree of influence is based on careful measurement of number of followers,

credibility, and expertise of the sourceo “A brand is no longer what we tell the consumer it is, it is what consumers tell

each other it is”o The “tipping point”

How can specific people help market?Learning objectives: (in book)

- Discuss why marketers are concerned about consumers’ exposure to marketing stimuli & what tactics they use to enhance exposure

o If you don’t have exposure to something, you’re never going to know about it- Explain the characteristics of attention & how marketers can try to attract & sustain

Memory and Knowledge


Neuromarketing (memory) Overview:- Retrieving accurate, factual data about consumer buying habits of target markets by

conducting tests that measure specific neurological reations- Do physiological tests (i.e. MRI, fMRI) to get information

o fMRI: measures the change in oxygenated blood flow to different parts of the brain in relation to neural activities

- Focus on interpreting consumer reactions, not controlling reactionso Healthy brain would be the control

- “People lie but machines don’t” - Very expensive and very new method of market research- Participating organizations:

o Microsofto Googleo Daimler (Volkswagen, BMW, Porsche)o Campbell’s Soup

Soup to go – people didn’t really correlate this with Campbell’s Small subtle changes that show people don’t really pay attention to some

changesOften times neuromarketing is geared at interpreting and not getting into the deep “why” of the reasons for why those things happen with the brain

- Possible mishap: the participant may think the person taking the survey is judging them, so it can cause a social desirability bias because people don’t want to think that they’re being judged

o Ex: lying to a doctor about how many drinks you’ve hadQuestions to consider:

- What is your reaction to organizations using neuromarketing?- How is neuromarketing different than using psychological factors to sell a product? (i.e.

“sex sells”)

Ch. 4 Learning objectives:- Distinguish among (all the memory) sensory, working, long-term, implicit, and explicit

memory, and explain why marketers must be aware of these different types of memoryo Good multiple choice question: Describe sensory memory and choose which type

is the sensory memory- Describe how schemas and scripts affect consumers’ knowledge content- Explain how and why the content and structure of knowledge, including associative

networks, categories, and prototypicality, are relevant to marketerso Categorization: how we label things and relate them back to things in our

environments nand past experiences

- Discuss what memory retrieval is, how it works, and how marketers try to affect ito Think of the brain as a computer – uploading, downloading, etc.

Memory: the persistence of learning over time via the storage and retrieval of information (can also occur subconsciously)

- Consumer memory/retrieval- Knowledge, attitudes, and memory

o Memory and knowledge are very embeddedo The knowledge content is the information that’s already in your memory – what’s

going on at the current momento Schema: a set of associations that is linked to a certain concept

- Memory, retrieval, and decision makingTypes of memory:

- Sensory memory: ability to temporarily store inputs from all of our 5 senses combinedo Echoic memory: memory of hearing somethingo Iconic memory: memory of seeing somethingo Characteristics

Relate to senses but may not end up being strong- Short-term memory:

o Imagery processing: the way that brain processes a visual May help create liking for a product (affects transfer) Stimulates memories of experiences

Ex: Geico gecko, Progressive’s Flo Enhancement of Wendy’s Wendy character to be sexier to trigger

short term memory Impact:

Evaluation Satisfaction

o Discursive processingo Characteristics

Limited Short-lived Cannot have long-term memory without short term memory

- Long-term memory: o Autobiographical (episodic)

Affects decision making Promotes empathy/identification Cueing/preserving Reinterpreting

o Semantic/associative networks

Trace strength Spreading of

activation

Point: understand that this is a neural network in brain and how it works Thick red lines: strong links Thin lines: moderate links

o Retrieval failures Decay Interference

o Primacy & recency Primacy effect: higher if see something first and last

o Retrieval error: not able to pull out information from memory, or if info is pulled, it is wrong

Enhancing memory: - Chunking: grouping items together to enhance recall- Rehearsal: actively interacting with the information trying to remember (silently repeat,

actively repeat, etc.)- Recirculation: explains why repetition affects memory- Elaboration: involves transfer of information into long-term memory by processing at a

much deeper level of meaningo If you’re high NFC (high need for cognition), you do this anyway and take it a

level higher- Why are these techniques key for advertisers/marketers to understand?

Types of retrieval: - Explicit memory

o Recognitiono Recall

Much harder than recognition- Implicit memory- Retrieval for marketers

o Communication objective o Affects consumer choiceso Relates to advertising effectivenesso Consumer segments


Memory (cont’d)

Stimulus: a cue that triggers something in your memory- Characteristics of different marketing stimuli

o Salience: sticks out, not too subtle Ex: BP sponsorship at the Olympics – right there on the Olympic rings Some people say it’s a little inappropriate to put BP with the rings (sacred)

o Prototypicality: close to prototype What is prototype and how to enhance brand? Prototype: best case scenario Strategy to align products with the prototype as much as possible Ex: In cars ads, show the car with tinted windows, heated seats, etc., but

the price listed is not for that specific caro Redundant cues

Repeating cues, visually or with words, is a good way to make a stimuli must salient

o Medium: match medium to message If stimulus is not matched well with media, then there is no noticeable

mediao Processing in short-term memory to stick around/be more aware

- Ad Stimuluso Linking Stimulus – retrieval cues

Brand name Repositioning of old image Ex: Old Spice – used to be so lame (commercial was kind of

creepy) Logos Product packaging Category names Typefaces

- Knowledge & Understanding (why memory is important in this regard)o Knowledge content: all the information you already know (implicit memory you

already have about any brand or company)o Knowledge structure: how do you organize all of that content in your mind

Categorization Different depending on the person Types of categorization:

o Inferenceso Elaboration – further development of thoughtso Evaluationo Consideration & choiceo Satisfaction

Comprehension: how you think about a brand and process that information and what experiences you have with it

Objective Subjective Miscomprehension – can be a big problem

o Misunderstanding the ad/producto Not the same thing as retrieval failure

Effects of:o MAO – motivation, ability, opportunityo Cultural system

Improving objective comprehension

Taxonomic structures

Graded structure Position to prototype

o Closeo Awayo Competitiveo Retail store & site design

What affects prototypicality? Correlated associations Hierarchical structure

o Superordinateo Basic o Subordinate

Goal-derived structures Belong in the same category if they fulfill same consumer goal What are examples of your goal-derived categories?

Construal Level Theory Low-level construal – concrete High-level construal – abstract

Why consumers differ in their knowledge Cultural system

o Associations linked to concept Ex: branding failure – Chevy Nova (No va means

doesn’t go, lol)o Category memberso Category prototypeso Correlated associationso Goal-derived categories

Level of product/service expertiseo Schemas & Associations

Schemas: a set of associations linked to an object/person/brand; a broad way of how you take the form of your knowledge content

Types of Associationso Favorabilityo Uniquenesso Salience (top of mind awareness)

Ex: Nike Ex: Script – particular form of how exactly to do things (i.e. prom);

special type of schemas that represent our knowledge of a sequence of actions involved in performing an activity

o Helps marketers understand how consumers buy & use an offering

o May want consumer to consider brand as part of scripted activity

Types of Schemas Brand image: type of schema that captures what a brand stands for

o Ex: McDonald’s – schema of family friendly, fast, favorable image

Brand personality: the way the consumer would describe a brand if it were a human

o Giving human traits to a non-human objecto Can have short-term/long-term relationships with brands

Brand extension: going beyond the traditional product offeringso Ex: Tennessee whiskey going into the grilling market

(grilling sauces, etc.) Licensing: one party paying another party for the right to associate

with a particular brand Brand alliance: when two brands come together and have similar

goals and know not going to compete with each othero Not a joint venture o Ex: Coach and Apple

Share a target market Avg person that shops at Coach also shops at Apple Coach produces things that only fit Apple products

Protecting brand imageso Ex: selling Levi jeans at K-Marto Brand equity – the vendor through which products are sold

can decrease the value of the productso Ex: eBay getting in trouble because fake luxury vendors

Marketing implications of schemas Creating new schemas, images, & personalities

o Brand extensionso Licensingo Brand alliances

Developing existing schemas, images, & personalities Changing schemas, images, & personalities Protecting brand image

- Consumer Inference – 1o Brand names/symbols inferences

Misleading names/labels Inappropriate/similar names

o Product features/packaging Product attributes Country of origin Package design Color

- Consumer Inference – 2 o Priceo Retail atmospherics/display

o Advertising/sellingo Pictureso Languageo Ethical issues

Ex: American Apparel with the controversial mannequins- Language Inference

o Juxtaposed imperativeso Implied superiority

Ethnocentric writingo Incomplete comparisonso Multiple comparisonso Ex: Barilla pasta – shows Italian scenery, wants consumers to infer that, since

brand is Italian, it must produce great tasting pasta


Difference between knowledge and memory- Knowledge: organized in categories in which objects in the same categories are the same

with one another but distinct from anothero Ex: car marketers – not have to compete with others not in the same categoryo Brain is good at pointing out obscure differences

Memory & Retrieval- Sensory memory

o Brain usually processes only for a minute- Short term memory

o Brain is not good at this…o Imagery processing

May help create liking for a product Stimulate memories of experiences

o Discursive processing When say car, think of Chevy

o Impact Satisfaction Evaluation

- Long-term memoryo Autobiographical (episodic)

Affects decision making Promotes empathy/identification

Won’t forget If had bad service or product, won’t give them a second chance

Cueing/preserving Can trick brain into creating fake memories Cueing: an aid, a tip, a hint Aided recall

Reinterpretingo Semantico What are some of your childhood memories with brands?

Attitudes


Learning objectives (ch. 5)- Discuss how marketers can apply various cognitive models to understand & influence

consumers’ attitudes based on high-effort thought processes- Describe some of the methods for using the communication source & the message to

favorably influence consumers’ attitudes- Explain how & why a company might try to change consumers’ attitudes by influencing

feelings

Attitudes: “…an overall evaluation that expresses how much we like or dislike an object, issue, person, or action”; relatively global and enduring evaluation of an offering, issue, activity, person, or event

- Most of the attitudes we talk about in this course will be about brands or ad- What is your attitude about:

o Cell phones?o Outsourcing customer service?o Tom Cruise?o Tennis?

- What are attitudes?o Importance of attitudes – functions:

Cognitive Affective Conative

o Characteristics of attitudes Favorability Accessibility Confidence – doesn’t always mean it’s right Persistence – don’t want to change attitudes about a product Resistance – doesn’t want to participate in a behavior Ambivalence – not really resistant

- Forming/changing attitudeso Foundations

Cognitions (brain) Better go this way to change because it engages the audience to

think about it Attitudes can be based on cognitive responses – thought that are

created in response to a stimulus (i.e. an ad) 3 major types of cognitive responses:

o 1. Counter argument o 2. Support argument

o 3. Attacking source Emotions (affect – low level emotion)

Positive route to persuasion: directly saying whyo Ex: in politics, directly saying why someone should vote

for a particular candidate Negative route to persuasion: indirectly saying why

o Ex: in politics, indirectly saying why someone should vote a particular way by saying bad things about other options

Fear appeal o Ex: car/insurance commercials

o Role of effort Elaboration

Elaboration likelihood model

Processing routes Central route to persuasion: involves being persuaded by the

arguments or the content of the messageo Top of mind awarenesso Lots of elaborationo With more elaboration, memory will be more saliento Ex: voting for a political candidate because you found the

arguments convincing Peripheral route to persuasion: involves being persuaded in a

manner that is not based on the arguments or the messageo Subconscious; sometimes superficialo You’re not particularly elaboratingo Path to persuasion is less memorableo Not too much elaborationo Ex: voting for a political candidate because he’s attractive

o Influence of consumer attitudes Cognitive Affect-based

**Don’t need to memorize but need to understand- Attitudes are based on cognitions (way you think)- Social identity – group behaviors that individuals tend to have- Are your attitudes based on how you think or feel?

Cognitive Foundations of Attitudes- You are in control of your attitude- Marketers may give you information that may base your attitude change (persuasion)- Direct or imagined experience- Reasoning by analogy or category- Values-driven attitudes- Social identity-based attitude generation- Analytical processes of attitude formation

Cognitive Foundation Models- Cognitive Response Model

o Counterarguments: expresses disagreement with the message When ad says one thing and you’re able to go back and say “this is

wrong” (see this a lot in comparative/competitive advertising) Ex: political debates

o Support arguments (SA): expresses agreement with the message Ex: positive reviews on Yelp

o Source derogations: don’t attack content but discount credibility of source Ex: political ads that attack the person and not what they say Ex: How does celebrity actions change the way you view a brand that they

represent?- Expectancy-Value Models: beliefs about objects or actions; or evaluation of the objects

or actionso Theory of Reasoned Action (TORA)

Belief + evaluation = influence Influences attitude toward the act itself

o Theory of Planned Behavior (TPB): predict behavior over which consumers have incomplete control by examining perceived behavior control

Adds dimension of consumers’ perceived control What happens when you can’t control a given behavior?

You control & plan your behavior in many contexts May assume the consumer is rational Perfect vs. imperfect information in the marketplace One limitation may be the TPB does not place emphasis on consumer

emotionso ***What are the key differences between TORA & TPB?

Which do you prefer?o Attitude specificityo Normative influences

Changing consumer attitudes- Persuasion is related to attitude change- There is resistance to change to a certain degree

o Especially if this change is not enforced by us- Market resistance is resisting the marketplace- Diagnosing existing attitudes- Devising strategies for change

o Change beliefs – how to change people’s beliefs? Give facts

o Change evaluationso Add a new belief

o Target normative beliefs

How cognitively based attitudes are influenced- Communication source

o Source credibilityo Company reputationo Sleeper effect (i.e. in political advertising)

- Messageo Argument qualityo One-versus two-sidedo Comparative



Test: - Application based- Real world examples- Through Qualtrics, online survey portal- Attitudes is important for exam

Attitudes based on Low EffortLearning Objectives

- Issue in changing consumer attitudes with processing is low effort- The role of unconscious influences on attitudes- How consumers form beliefs based on low processing effort & efforts to influence beliefs- Ways consumers form attitudes through affective reactions when cognitive effort is low

Textbook learning objectives:- Outline some issues faced in trying to change consumers’ attitudes with low effort

processing- Explain the role of unconscious influences in attitudes and behavior in low effort

situations- Discuss how consumers form beliefs based on low processing effort - Describe how consumers form attitudes through affective reactions with cognitive effort

is low- Highlight how marketers can use the communication source, message, and context to

influence consumers’ feelings and attitudes when processing effort is low

Muscle memory: body knows the memory even if you don’t actively do it- Ex: playing tennis since 6 years old; strokes

High-Effort vs. Low-Effort Routes to Persuasion- Peripheral route to persuasion- Peripheral cues: anything that’s in the background

o Not putting too much work and information processing on a cognitive levelo More in the heart – more what feels righto Ex: energy drinks – mind shuts off when an ad comes up if you don’t drinko Judgment: thin-sliced; not a lot of thought put in

Very impacted by peripheral cues

Attitude formation and change: low consumer effort- Attitude lift toward brand

o Ex: liking a Nike ad higher attitude about brand- Unconscious Influences on Consumers’ Attitudes

o Thin-slice judgments Usually when buying groceries, not much thought put into the type of food

we get if we usually get the same things Can influence our inclination to buy and satisfaction post-sale

o Body feedback

Subconscious - Cognitive bases of attitudes when consumer effort is slow

o Simple inference: something that you assume based on the very little thought and information you’re presented with

Ex: only info you know about someone is that she’s Republican, then you may make a simple inference about her

o Heuristics: a decision rule Used to save time (and money) if you don’t really care about the product

category Ex: shopping for beer – if I say “grab a sixpack, whatever is on sale” then

the “whatever is on sale” is the decision ruleo Frequency Heuristic: people subconsciously count the number of arguments in a

message and/or ad Ex: Romney vs. Obama ad

- Factors Influencing Cognitive Attitudeso Communication source

Credibility Source derogation Ex: diet pill ads with actors in white coats pretending to be doctors

o Message Category and schema-consistent information Many message arguments Simple messages Involving messages

Self-referencingo Much more impactful than third-person referencingo Ex: lawyer ads – “Have YOU been injured in an accident?”

o Message context/repetition Don’t want to annoy customers, but one showing is not enough Research shows 5-7 times is what it takes for an advertiser to expose a

consumer to a message, especially under low-effort contexts There is a U-shaped effect in advertising: imagine graph showing ROI vs.

Times Ad is shown ROI increases until about 5-7 showings and then decreases Diminishing returns More is not always better

Can affect strength and salience of consumers’ beliefs Incidental learning Truth effect Context congruent ads Beware of wearout effects

- Marketing Implicationso Marketers can increase self-referencing by:

Directly instructing consumers Using the work “you” in an ad Asking rhetorical questions

Using visuals of common consumer situations Unique selling propositions (USP)

o Mystery Ads (wait and bait)o Other techniques (avatars, scratch & sniff)

- Affective Bases of Attitudeso Mere exposure effect – wearout

Ex: her son recognizing stoplightso Classical conditioning

Unconditioned Stimulus-backward Response

Conditioned stimulus – forward Concurrent conditioning

- Attitude toward the ad links to attitude toward the brando Dual Mediation Hypothesis

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Psychology of Adv - Exam 1