2.5 The relationship between levels of involvement and information processing
The heuristic-systematic model (HSM) (Chaiken ,1980, 1987; Chaiken et al., 1989) is a dual-process model that explains how individual process information in persuasive messages. It helps understand the influence of emotional response to animal companions in advertisings on consumer attitudes toward the ad and the brand.
According to Eagly and Chaiken (1993), heuristic processing is “a limited mode of information processing that requires less cognitive effort and fewer cognitive resources” than systematic processing. Based on the heuristic view of persuasion, recipients who are less motivated rely on simple decision rules (e.g. source credibility, other people's opinions, or the length of a message) and use mental shortcuts to judge their validity and make decisions, whereas highly motivated recipients process information systematically, who actively attempt to put comprehensive effort to evaluate the information (Chaiken, 1980; Chaiken and Maheswaran, 1994; Griffin et al., 2002; Lancendorfer et al., 2008).
HSM is consistent with Petty and Cacioppo’s (1986) Elaboration Likelihood Model (ELM) that communication processes in two routes: central and peripheral, depends on the recipients’ levels of involvement. People who are highly involvement in the communication will change beliefs and attitudes first, and then do trial purchase. However, people who are less involvement will change beliefs by repetitive communication from a credible source, do trial purchase, and then change attitudes. The central route works like systematic processing and the peripheral is similar to heuristic processing. Meanwhile, the central route accords with Jones’ (1990) Strong ...
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...ous purchase or during previous and current purchase), because advertising acts as a ‘frame’ on brand usage experience, occurring before or after actual purchase experience; then conclude that to persuade customers’ switching behaviour, “advertising schedules should be targeted at consumers not currently using the brand, and smaller share brands have a built-in advantage in using advertising profitably, because they have fewer current users on whom the advertising might be wasted.” Nevertheless, such research did not take the emotional factor into account. Since emotion plays an important role in advertising and decision-making process, there is hardly any academic paper analysing if it is essential in customers’ switching behaviour. Thus,
H4: Attitude toward the brand changed by emotional response to the animal-companion ad relates positively to switch intention.
...s, B. M., and W. Stroebe. (2010) “Setting the stage.” The Psychology of Advertising. East Sussex: Psychology, Print.
People come across hundreds of advertisements daily without giving it a second thought. Advertisements are presented to people by TV commercials, magazine ads, billboards, radio commercials etc. They surround people in almost every aspect of life. These companies use consumer psychology to invoke emotions or feelings in the consumers to make them want the product being advertised. An extremely effective way to appeal to consumers emotions is the advertisement tool of short commercials. The company Johnson’s appeals to customers very well in their advertisements. They use the Nurture appeal to attract mothers/care takers to take an interest in their products.
Kerbel, Matthew R. (1993). An Empirical Test of the Role of Persuasion in the Exercise of
The Use of Rhetorical Analysis in Skippy and Elizabeth Arden Ads As a consumer, one is regularly subjected to advertisements. From billboards, to signs in stores, to the very apps on one’s phone, ads are everywhere to be seen. Whether or not one is aware, advertisements are an ever present influence on one’s decision making. Ads appeal to virtually everyone, whether it be through feelings or credibility. The purpose of this essay is to inform readers of how ads play into viewers trust and emotions, as well as to reveal the relatively stationary methods of doing so.
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The Heuristic and systematic model of persuasion. The heuristic component of the Heuristic and Systematic model of persuasion proposes that persuasive content is processed through the superficial evaluation of extrinsic persuasive cues. These extrinsic cues include surface characteristics, communication characteristics and audience characteristics. These cues are processed through cognitive heuristics which include simple schemas or decision rules. Examples of this can include past experiences and previous observations. For instance, a contextual cue could be a consensus heuristic, in which a previous experience demonstrated that if everybody agrees on an issue that the argument must be correct (Chaiken, 1987). Previous studies have demonstrated
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An article written by Art Markman speaks about advertising and the affect it has on the subconscious mind. He makes a wild and almost offensive statement that we are unable to avoid the effects of advertisement even though most of us think we can. His strongest argument is related to affective conditioning, where the advertisement uses images and sounds that are already perceived as good by the viewer, and placing them with the product it is trying to sell. His theory is that advertisements use this psychological trick to make us feel good about the product, and that is enough to make us to want to purchase it. Markman uses a study done by researchers Melanie Dempsey and Andrew Mitchell to prove his point.
Persuasion is the force exerted to influence behavior that includes a reflected change in attitude. Everyday we are bombarded with messagesfrom people who wish to influence our behavior and attitudes. Persuasion canbe used to accomplish good as well as bad, though, in my paper I willrefrain from making value judgements and only report the factual aspects. I will discuss the two basic routes to persuasion, the elements involved, andways to protect current attitudes and behaviors from change. When trying to persuade someone, there are two different methods from which to choose-the central and peripheral routes. The central route persuades by usingdirect arguments and pertinent information. The peripheral route persuadespeople by association with incidental cues
“When advertising makes you smile or laugh, your brain chemistry changes to support your memory. It pairs happiness and good feelings with the brand,” says Doug Gentile who runs a Media Research Lab at Iowa State University in Ames. Most advertisements consumers see on television today, aren’t designed to reach the pref...
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