Ch-2 emotions (pg 21-38)

“The success of our strategy depends on knowing the rational and emotional drivers that build customer loyalty for a brand.”

Emotions-primary and social – pg 22,23

Mittal affect choice model pg 24

The law of concern pg 25-27

Emotional response events which support or challenge our preferred sense of self

The law of apparent reality

The importance of seeing and feeling

The law of closure

Emotions tend to be absolute in their judgements

The law of the lightest load

The tendency to seek to minimize negative emotion

-conceptual model pg 28

Self focus----using own opinion more

-pg 32 underlined lines

-pg 33 low trust in cases of low-invplvement

-pg 35 emotional brand association

CH-5

Brand equity

-brand equity pg 89

-pg 91 underlined lines

-pg 94 underline associations,attitude,awerness

Pg 95 the model at the end of page

Pg 97

Ch-5 loyalty ,trust,awereness etc

Ch-1

Low involvemet pg 10-14

Classic conditioning model

The peripheral route to persuasion

In our daily lives, we often lack the motivation or ability to carefully consider every piece of

persuasive communication in the way characterised by the central route. Attitude (and even

behaviour) change can occur nonetheless, as some persuasion processes require little consideration

of the arguments contained in a message. In the ELM, such processes are organised under the

peripheral route to persuasion, and involve mechanisms where message recipients use simple cues

or mental shortcuts as a means of processing the information contained in a message. For example, a

cue might involve an emotional state (e.g., “happiness”) that becomes associated with the message’s

advocated position in a positive way, or a recipient might simply agree with a message without any

careful consideration of the arguments on the basis that it is being delivered by a perceived expert

on the matter (activating a mental shortcut based on “experts are generally correct”). Other common

shortcuts that people might take include counting the number of arguments (rather than scrutinising

them) presented in a message, or looking at the responses of other people who are exposed to the

same message as a cue to how most people respond. To this end, under the peripheral route, the

strength of the message arguments can be of little consequence to forming or changing attitudes.

Although these shortcuts do not involve thoughtful consideration of the content of a message, the

peripheral route can nevertheless be effective in leading to persuasive impacts on attitudes and

behaviour, at least in the short-term (Petty, Barden, et al., 2009).

An important goal of any persuasion strategy aimed at

achieving enduring change will therefore be to heighten people’s motivation to think about the

message by increasing its perceived personal relevance or employing other techniques to enhance

processing (e.g., framing arguments as questions) (Petty, Briñol, et al., 2009)

Petty, R. E., Barden, J., & Wheeler, S. C. (2009). The elaboration likelihood model persuasion:

Developing health promotions for sustained behavioral change. In R. J. DiClemente, R. A.

Crosby & M. C. Kegler (Eds.), Emerging theories in health promotion practice and research

(2nd ed., pp. 185-214). San Francisco: Josey-Bass.

Petty, R. E., Briñol, P., & Priester, J. R. (2009). Mass media attitude change: Implications of the

Elaboration Likelihood Model of persuasion. In J. Bryant & M. B. Oliver (Eds.), Media effects:

Advances in theory and research (3 ed., pp. 125-164). New York: Routledge.

Moore, Charlie. (2001, Fall). Elaboration Likelihood Model. Retrieved May 20, 2003

www.ciaadvertising.org/student_account/fall_01.

.: A cigarette brand can be associated with prestige feelings; it distinguishes itself from competing brands with project different feelings such as nature, freshness, manliness, enjoyment, etc

To give an example, we here report some emotional brand experiences, which are mediated in some common product fields by printed ads in German magazines

for alcoholic drinks: (1) prestige, (2) tradition (3) companionship;

for tobacco and cigarettes: (1) enjoyment (2) self-confidence (3) activity

for cosmetics: (1) eroticism (2) nature and freshness (3) prestige

If a "neutral" brand name is repeatedly presented together with an emotional stimulus, the brand name will assume an emotional meaning.

In this way, the brand name receives the ability to release emotional reactions in the consumer. Instead of a brand name, one can also speak more generally of the symbolic representation of the brand in the advertisement (as in a picture, symbol, etc.).

This hypothesis refers to the model of associative learning. This is an abstract model which is compatible with various principles of learning. One of the learning principles which can be used for a more exact explanation of associated learning is classical conditioning (Lefrancois 1972).

In the language of classical conditioning, the brand name is the "conditioned stimulus" (CS). It will be emotionally loaded by being presented repeatedly with an "unconditioned stimulus" (UCS) which is the emotional stimulus.

Werner Kroeber-Riel (1984) ,"Emotional Product Differentiation By Classical Conditioning (With Consequences For the "Low-Involvement Hierarchy")", in NA - Advances in Consumer Research Volume 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 538-543.

Low-involvement advertising needs extensive repetition in advertising (Hawkins 1998.) This is mostly because people just are not actively searching for information on low-involvement products. This generally means that not a great deal of attention is paid to ads for low-involvement products

Advertising for low-involvement products usually attacks the consumer through affective means because nobody wants to think (cognitive) about purchasing low-involvement products

Michelin’s use of babies sitting in tires. The babies (US) elicit positive feelings (UR) from the exposed person. The tires become the CS. When the tires elicit the same positive feelings, the feelings become the CR

Coke’s polar bear ad campaign. The bears (US) generate positive feelings (UR), and Coke (CS) is associated with the positive feelings that have then become the CR

Hawkins, Del I., Roger J. Best, and Kenneth A. Coney (1998.) Consumer Behavior: Building
Marketing Strategy, Seventh Edition. Boston: McGraw-Hill. 388, 333
Appraisal theories of emotion are theories that state that emotions result from people’s interpretations and explanations of their circumstances even in the absence of physiological arousal (Aronson, 2005)

Aronson, E., Wilson, T.D., & Akert, R.M. (2005). Social psychology, 7th ed. Upper Saddle River, NJ: Pearson Education, Inc.

We then feel emotions based on those appraisals.
We do this in real-time, appraising and feeling as we go
I see someone running towards me. I don't recognize them and feel afraid they may be going attack me. Then I recognize them as a friend, reappraise the situation and feel a sequence of relief and joy.

Passive learning is learning in which the student passively sits in a classroom and listens to the teacher lecture about a subject. The students usually only takes notes about the subject, accepting the information at face value without questioning or discussing its merits or fallabilities.

There is the latitude of acceptance, which is the range of ideas that a person sees as a reasonable or worthy of consideration; the latitude of rejection, which is the range of ideas that a person sees as unreasonable or objectionable; and, finally, the latitude of noncommitment, which is the range of ideas that a person sees as neither acceptable nor questionable

Sherif, C.W.; Sherif, M.S.; Nebergall, R.E. (1965). Attitude and attitude change. Philadelphia: W.B. Saunders Company