cognitive approaches to persuasion

TM 7-TM 7-11Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.

Cognitive Approaches to Persuasion

Theories of comparative judgment–Adaptation level theory–Social judgment theory–Perspective theory–Influencing consumers’ reference points

Attribution theories–Self-perception theory–Attribution theory 1 & 2, Kelley’s covariation principles and causal schemata


Adaptation Level Theory

1. All objects can be arranged in some meaningful order.

2. All Dimension have a subjective neutral point called the adaptation level.

3. Adaptation level is the weighted geometric average of all stimuli considered at the time of judgment.


Attitude change due to persuasive communication

High

Low

Acceptance Neutral Rejection(non-commitment)


Product Ranking

20th best 5th best 3rd best Best

-43.5-40.4

-52.3

-33.3-37.5

-26.8 -26.1-27

Credible communicator

Noncredible communicator

Product Ranking

Advertising Claim Extremity


Perspective Theory

R = f

R = Rating on a scale

J = The “true” underlying judgment

U = Interpretation of the upper end point

L = Interpretation of the lower end point

J - L

U - L


Pricing Strategy

• Price skimming or creaming• Penetration pricing• Price signaling• Experience curve pricing• Customary pricing


Price Promotion

Advantages:1. Price promotion costs are variable costs (i.e., pay-as-you-go

costs) which are easier to manage than fixed costs.2. Consumers are more sensitive to changes in list prices than

to changes in price deals.3. Price deals induce consumer trial of new products and reduce

the retailer’s risk in stocking new brands.4. Price deals simplify consumer decision making and make

shopping for mundane products more fun.

Disadvantages:1. Decreasing brand loyalty2. Increasing price sensitivity3. Short-term focus4. Leakage across segments


Price promotion and brand switching

Probability of switchingMargarine Flour

.65 .44 .40 .82 .48 .43

Coupons Cents-off No Deal Deals Control



Price promotion and decreasing brand loyalty

Probability of repeat purchase given deal retractionMargarine Flour

.51 .62 .77 .44 .62 .74




Attributional Approach

Wood and Eagly (1981) Why does a communicator advocate a particular position?

Knowledge Bias - the communicator may not know any betterReporting Bias - the communicator may not report what he or she

really believes

Expectancy ExpectancyConfirmed Disconfirmed Control

Attribution of message tocommunicator’s background 11.81 6.40 8.45

Attribution of message tofactual evidence 10.39 11.84 10.47

Communicator bias 9.35 7.43 9.27

Message comprehension 2.36 2.08 2.40

Attitude change 1.56 2.51 1.94

cognitive approaches to persuasion

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