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Chapter 6

 High-Effort Versus Low-Effort Routes to Persuasion

By Alejandra Gonzalez


There are a variety of options to choose from when marketing a product, but who says they will all work. This is when marketers can choose to go through the low-effort route for marketing a product. Low-effort is when a product isn't really catching the consumer's attention, but they are able to relate to the character in the ad or the message. When the processing is low for consumers, marketers have to be able to make their ads or messages easily by using the peripheral route to persuasion. For instance, Home Depot targets the DIY folks, home renovators, or simply people who don’t mind going there for the items they need for their projects. When you hear a Home Depot commercial it doesn’t always grab your attention since you already know what they sell but using the peripheral approach to gain more consumers some of their commercials tend to be funny. By using humor in ads consumers want to see the full commercial and can even relate to them making them attracted to the brand. Home Depot does a good job by always starting their commercials with a storyline that is relatable to mostly anyone. 


https://www.youtube.com/watch?v=HNZCq0owDpY 


https://www.youtube.com/watch?v=q_AldNrdZiU 


Unconscious Influences on Attitudes When Consumer Effort Is Low

By Dean


As we mentioned before, most of the products that are being sold at Home Depot are part of a project that requires high effort decisions. However, the company is also targeting those doing a good job targeting the projects that require low effort. Such as picking light fixtures, buying fire alarms, and cabinet handles. Home Depot’s marketers are aware of the thin-slice-judgment this is when the customer makes a quick assessment about a particular product in a brief moment. Here are some examples from Home Depot's weekly ad.



The marketers know that the customer is going to be flipping through the ad, so the key is to make the text short. “Research suggests that consumers tend to perceive the product as being more effective when its image is shown close to the image of the promised results, especially when consumers are less knowledgeable about the product category” Short functional messaging will influence consumers when it comes to products that require low effort.


Factors Influencing Affective Attitudes 

By: Niousha Khosrowyar 


Humor is one factor that influences affective attitudes. On the most basic level, something that connects all humans is laughter. Laughter is an important part of human psychology. It gives us a way to process all kinds of information, from funny stimuli to a situation where laughing is the only possible reaction because circumstances are tough. Humor grabs our attention, and that’s why it’s often used in advertising. With people constantly using smartphones or distracted by conversation with others, TV advertisers have turned to humor with more frequency to catch the attention of consumers. Once the consumer is watching, the hope is that he or she enjoys the humor and remembers the product in the future. Adding humor to an advertising campaign is a way for organizations to make an emotional connection with consumers. Humor tugs at our emotions, eliciting a positive emotion like laughter, which creates an impression. It also connects consumers to the commercial itself, and hopefully to the product being marketed.Our reactions to humor make it an effective tool for advertising. Humor grabs the audience’s attention, associates the positive emotion elicited from the advertisement with the brand, and makes a lasting impression. In this video below, Home Depot uses humor in their comedic ad as a competitive response to Lowe’s robot commercial. Lowe’s was advertising about employing robots for the holiday season, but Home Depot made a funny commercial questioning how robots can provide good customer service. 


https://www.youtube.com/watch?v=boI4D1FlIVs


How Cognitive Attitudes are Influenced by Marycruz 


The strength and importance of a consumers beliefs is a factor of influencing cognitive attitudes of consumers. There are three major characteristics of communication, the communication source, the message and the context in which the message is delivered and the use of repetition. As mentioned before Home Depot is tailored to consumers who are either contractors, home owners and “do it yourself” consumers. First the way in which Home Depot communicates is through commercials but they way they convey their message is what brings consumers to the store. For example, we know that Home Depot is a home improvement store and their goals is to have the products that consumers need to improve their home. In this commercial we can see that they are promoting tiles and usually tiles are used in restrooms but we can see how they have broadened the idea that tiles can be used in the living room, patio, dining, kitchen, bedroom and so on. This shows the message they are trying to convey and is also a great example of repetition. 


https://www.youtube.com/watch?v=AL3uBu8G5cc

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