MKTG 477 1st Edition Lecture 14Outline of Last Lecture I. Brand attitudesII. Multi-Attribute Attitude ModelIII. Elaboration Likelihood ModelOutline of Current Lecture II. ELM – Central RouteIII. ELM – Peripheral RouteCurrent LectureIf consumers are "high" in involvement, advertisers should pursue the:Central route, because Advantages Positive message-based cognitive responses (support arguments) may be evoked, yielding more-favorable brand attitudes Brand attitudes will be more "enduring" (longer lasting)but, Disadvantages If negative message-based cognitive responses (counterarguments) are evoked, they will yield less-favorable brand attitudes – Boomerang! Many consumers may be low in involvement and so the message of the ad does not "register" with them.If consumers are “low” in involvement, advertisers should pursue the:Peripheral route, because Advantages Positive source-based cognitive responses (source bolsters) and/or positive ad execution-based cognitive responses to "peripheral cues" may be evoked, yielding more-favorable Brand attitudes Many consumers are in low-involvement states, so they are more likely to "tune in to" peripheral cues contained in the adThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.but, Disadvantages If negative source-based cognitive responses (source derogations) and/or ad execution-based cognitiveresponses to "peripheral cues" are evoked, they will yield less-favorable brand attitudes – Boomerang! Brand attitudes will be "fleeting" (not long-lasting), requiring frequent ad repetition If consumers are in a high-involvement state, they may become "frustrated," due to a lack of information in the
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