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 ...view middle of the document...
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
.: 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...