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 Behavior
Lecture 2 (08/27/14) Online
Social Media
- Privacy and security issues
o Ex: Target scandal pregnancy ad, credit card mishap
o Facebook sending a code to personal cell phone to access account
- Whats 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 Facebooks 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, McDonalds
o 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, its 24,000
- Expectations
o Can you tell me what consumer behavior is?
o Acquisition to use stage to disposition stage
o Identify 4 domains of consumer behavior
o Discuss benefits of studying consumer behavior
o 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 units
o 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 process
o Can involve many people
o Involves many decisions big and small

Lecture 3 (09/03/14) Online
- Integrating marketing and sports
o Richard Shermans Beats Hear What You Want headphones
Perfect timing of the ad and his explosion against ESPN reporters after a
game
o Oreos Dunk in the dark after the black out in the Superbowl stadium
o 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: Nikes 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 process
o 3. Consumer culture
o 4. Consumer behavior outcomes

Lecture (09/05/14) Online
Access 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 stage
o Putting emotional attachment into an object
- It is a dynamic process
- Can involve:
o Many people
o Many decisions big & small
o Consumer feelings & coping

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 videos
o 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 Unileiver
o 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 Exposure
o Attention
o 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/Influences
o Consumer diversity
Ethnic and religious background hugely impacts consumer choices
o Social class & household
o Values, personality, & lifestyles
o 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 Coke
o Tastes best out of glass
- Advertisers
- Ethicists/Advocacy Groups
- Public policy makers/Regulators
- Scholars
- Media/popular press
- Consumers


Lecture (9/10/14) Online

Ch. 2 Learning Objectives
- Discuss the four types of influences that affect the consumers 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 individuals ability to engage in consumer behaviors
- Identify the three main types of influences on the consumers 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 ideas
o Can be physiologically, psychologically, or environmentally driven
o Ex: those who drink will be motivated by alcoholic ads but those who dont wont
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 ads
o Motivation
o Ability
o Opportunity
- Consumer motivation & effects: goal related behavior
o High effort behavior
o 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 motivation
o 1. Marketing stimuli must mesh well with consumer and consumers 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)
- Maslows Hierarchy of Needs

- Categorizing Needs (see chart to right)
- Characteristics of needs
o Are dynamic
o Exist in hierarchy
o Internally or externally aroused
o 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 dont want to take
- Identifying needs is related to goals
o 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 didnt know that she wasnt 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 youre interested
- Can one change others motivation state in general?
o Fear and anxiety appeals
o Using negative-route to persuasion

From Exposure to Comprehension

Lecture (9/15/14) Live

Social Media
- Engagement: how long you spend on the site
o Instagram 75M daily users
o YouTube 100 hours of video uploaded every minute
o Pinterest 88 minutes average session
o Snapchat 700M snaps per day
o 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 before
o 2. Influencer marketing is ideal for building brand loyalty
o Degree of influence is based on careful measurement of number of followers,
credibility, and expertise of the source
o 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 dont have exposure to something, youre never going to know about it
- Explain the characteristics of attention & how marketers can try to attract & sustain

Memory and Knowledge

Lecture (9/17/14) Online

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 reactions
o Healthy brain would be the control
- People lie but machines dont
- Very expensive and very new method of market research
- Participating organizations:
o Microsoft
o Google
o Daimler (Volkswagen, BMW, Porsche)
o Campbells Soup
Soup to go people didnt really correlate this with Campbells
Small subtle changes that show people dont really pay attention to some
changes
Often 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 dont want to think that theyre
being judged
o Ex: lying to a doctor about how many drinks youve had
Questions 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 memory
o 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 marketers
o 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 it

o 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 embedded
o The knowledge content is the information thats already in your memory whats
going on at the current moment
o Schema: a set of associations that is linked to a certain concept
- Memory, retrieval, and decision making
Types of memory:
- Sensory memory: ability to temporarily store inputs from all of our 5 senses combined
o Echoic memory: memory of hearing something
o Iconic memory: memory of seeing something
o 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, Progressives Flo
Enhancement of Wendys Wendy character to be sexier to trigger
short term memory
Impact:
Evaluation
Satisfaction
o Discursive processing
o 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 meaning
o If youre 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 Recognition
o Recall
Much harder than recognition
- Implicit memory
- Retrieval for marketers
o Communication objective
o Affects consumer choices
o Relates to advertising effectiveness
o Consumer segments


Lecture (9/19/14) Online

Memory (contd)

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 its 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 car
o 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
media
o Processing in short-term memory to stick around/be more aware
- Ad Stimulus
o 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 Inferences
o Elaboration further development of thoughts
o Evaluation
o Consideration & choice
o 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/product
o Not the same thing as retrieval failure
Effects of:
o MAO motivation, ability, opportunity
o Cultural system
Improving objective comprehension


Taxonomic structures



Graded structure
Position to prototype

o Close
o Away
o Competitive
o Retail store & site design
What affects prototypicality?
Correlated associations
Hierarchical structure
o Superordinate
o 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
doesnt go, lol)
o Category members
o Category prototypes
o Correlated associations
o Goal-derived categories
Level of product/service expertise
o 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 Associations
o Favorability
o Uniqueness
o 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: McDonalds 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 object
o Can have short-term/long-term relationships with brands

Brand extension: going beyond the traditional product offerings
o 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 other
o 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 images
o Ex: selling Levi jeans at K-Mart
o Brand equity the vendor through which products are sold
can decrease the value of the products
o Ex: eBay getting in trouble because fake luxury vendors
Marketing implications of schemas
Creating new schemas, images, & personalities
o Brand extensions
o Licensing
o Brand alliances
Developing existing schemas, images, & personalities
Changing schemas, images, & personalities
Protecting brand image
- Consumer Inference 1
o 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 Price
o Retail atmospherics/display

o Advertising/selling
o Pictures
o Language
o Ethical issues
Ex: American Apparel with the controversial mannequins
- Language Inference
o Juxtaposed imperatives
o Implied superiority
Ethnocentric writing
o Incomplete comparisons
o Multiple comparisons
o Ex: Barilla pasta shows Italian scenery, wants consumers to infer that, since
brand is Italian, it must produce great tasting pasta


Lecture (9/22/14) Live

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 another
o Ex: car marketers not have to compete with others not in the same category
o 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 memory
o Autobiographical (episodic)
Affects decision making
Promotes empathy/identification
Wont forget
If had bad service or product, wont give them a second chance
Cueing/preserving
Can trick brain into creating fake memories
Cueing: an aid, a tip, a hint
Aided recall
Reinterpreting
o Semantic
o What are some of your childhood memories with brands?

Attitudes

Lecture (9/24/14) Online

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 doesnt always mean its right
Persistence dont want to change attitudes about a product
Resistance doesnt want to participate in a behavior
Ambivalence not really resistant
- Forming/changing attitudes
o 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 why
o 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 message
o Top of mind awareness
o Lots of elaboration
o With more elaboration, memory will be more salient
o 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 message
o Subconscious; sometimes superficial
o Youre not particularly elaborating
o Path to persuasion is less memorable
o Not too much elaboration
o Ex: voting for a political candidate because hes attractive
o Influence of consumer attitudes
Cognitive
Affect-based


**Dont 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 youre 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: dont 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 actions
o 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 cant 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
emotions
o ***What are the key differences between TORA & TPB?
Which do you prefer?
o Attitude specificity
o 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 peoples beliefs?
Give facts
o Change evaluations
o Add a new belief

o Target normative beliefs

How cognitively based attitudes are influenced
- Communication source
o Source credibility
o Company reputation
o Sleeper effect (i.e. in political advertising)
- Message
o Argument quality
o One-versus two-sided
o Comparative


Lecture (9/26/14) Live

Lecture (9/29/14) Live

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

Attitudes based on Low Effort
Learning 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 dont 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 thats in the background
o Not putting too much work and information processing on a cognitive level
o More in the heart more what feels right
o Ex: energy drinks mind shuts off when an ad comes up if you dont drink
o 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 youre presented with
Ex: only info you know about someone is that shes Republican, then you
may make a simple inference about her
o Heuristics: a decision rule
Used to save time (and money) if you dont 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 rule
o Frequency Heuristic: people subconsciously count the number of arguments in a
message and/or ad
Ex: Romney vs. Obama ad
- Factors Influencing Cognitive Attitudes
o 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-referencing
o Much more impactful than third-person referencing
o Ex: lawyer ads Have YOU been injured in an accident?
o Message context/repetition
Dont 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 Implications
o 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 Attitudes
o Mere exposure effect wearout
Ex: her son recognizing stoplights
o Classical conditioning
Unconditioned
Stimulus-backward
Response
Conditioned stimulus forward
Concurrent conditioning


- Attitude toward the ad links to attitude toward the brand
o Dual Mediation Hypothesis


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