Chapter 6 : Attitudes Based on Low Effect

Thin-Slice Judgment

When one goes to the Nike Store and sees a huge line to go inside and a huge line for cashier most consumers put the item away or decide not to go inside due to limited time. From just judging the store capacity consumers make a brief observation despite receive minimal information. Creating the observation will judge the consumers decision to buy. On the other hand if there isn't much of a wait line the consumer would most likely buy the product. 

Cognitive Bases of Attitudes When Consumer Effort is Low

In the text it states, "When the processing effort is low, consumers may acquire simple beliefs from forming simple inferences based on simple belief by forming simple inferences based on simple associations." For example, consumers may infer that Nike is for athletes because of their sports apparel. Nike's ads illustrate graphics of athletes promoting nike apparel, therefore consumers may believe that the products is just targets for athletes. Consumers can make assumptions based on attributes or explanation for an endorsement. When Serena Williams appeared in a Nike ad for tennis clothing, she is believed because she is one of the best tennis players in America. When buying athletic clothing consumers turn to Nike. Why is that? Consumers use heuristic because Nike is a world wide known company, therefore it must be good. People assume that companies with more ads and brand exposure have high quality. 

How Cognitive Attitudes Are Influenced

1.  The Communication Source: Athletes who promote Nike is a communication sources. As athlete are experts who are promoting such product so it must be good. 

2. The Message: Nike uses simple messages like "Just do it" as a simple message can likely be more effective because consumers don't have to process a lot of information.

3. The Context In Which The Message Is Delivered And The Use Of Repetition- Nike uses message repetition to help consumers acquire basic of Nike products. The constant repeated message of Nike, "Just do it" increased recalls through effortless. As repetition may enhance brand awareness. 

How Affective Attitudes Are Influenced

1. Communication Source: Nike markets like to feature celebrities in ads to provide attractive sources and liable sources like Christian Ronaldo, Neymar, Carmelo Anthony. Nike uses celebrity sources to increase the likelihood that consumers will like the ad. 

2. The message- Nike places visual images in an ad to provide effects on the company. For example this ads image shows a message of being your own leader as you make goals for yourself. 

3. Message Context- the Nike content in ads affect consumers evolution of the message. Nike ads are targeted to inspire people in an article "One Minute Motivation: 10 Most Inspiring Nike Commercials" it sates "It is amazing how a 60 second shoe commercial can motivate us to workout, conquer challenges and face out fears".