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Chapter Overview
Central (high effort) vs.peripheral (low effort) routes to persuasion Affective attitude formation & change
Mere exposure effect Classical Conditioning Attitude toward the ad Mood
Likely ability or opportunity to process Elaboration Reliance on heuristics & peripheral cues Routes to persuasion
The mere exposure effect Classical conditioning Attitude toward the ad Mood
Classical Conditioning
Originally developed by physiologist (Pavlov) Linking between two objects causes association
e.g., a beautiful woman and a car
Terms
Classical Conditioning
US
US + CS
UR
(Unconditioned response)
(Unconditioned stimulus)
UR
(Conditioned stimulus)
CS
E.g.: Sugar Sugar + Cola taste Cola taste
CR
(Conditioned response)
insulin release
insulin release insulin release
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Appropriate symbols (for the population in question) to elicit emotion NOTE: Test stimuli for desired effect! Repetition is critical!
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Be prepared to share your idea with the class Discuss: Is this effective??
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Credibility of message
Mood
Source factors
attractiveness likability celebrity status
Message factors
Pleasant pictures Music Humor Sex Emotional involvement
Contextual factors
Repetition Program/editorial context
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Source factors
Expert/credibility
Message factors
Number of arguments Message simplicity Involving
Repetition
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Chapter 7 Review
Central vs.peripheral routes to persuasion Affective
Cognitive
Attitude formation Influence of attitudes
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