2.2 Dual Process Models

Question 1

Two types of cognitive processes

Answer 1

System 1:

• Fast
• Automatic
• Unconscious
• Little thought
• Automatic or heuristic processes
• More Emotional

System 2:

• Slow
• Delibarate
• Concsious
• Effortfult
• High cognitive effort
• More rational

Cognitive capacity is limited!

• We cannot do everything with System 2
• System 1 is error prone
• There may be conflicts between the systems There are errors we cannot control for or correct (see M-L Illusion)

Question 2

Concrete examples: Two systems in Marketing

Answer 2

• For extensive purchase decisions (System 2), provide all information needed and provide them on an easy to process way (computers, smartphones, houses, holidays)
• Position products that people often need but forget to buy and are not expensive and not needed and therefore are bought based on System 1 at the counter/check out (batteries)

Question 3

The Elaboration-Likelihood-Model (ELM) of Persuasion

Answer 3

Question 4

Example: ELM

Answer 4

Peripheral route:

• Anything but arguments influence the attitude
• in this case the ad is not evaluated carefully but thoroughly Dirk Nowitzki is seen as (not) likable, a positive (negative) image and the associated feelings are transferred to the bank

Central route:

• A person will process the ad thoroughly, e.g., think about why Dirk Nowitziki works as a testimonial for the bank
• whether that fits, what she knows about the company already, whether Nowitzki is in line with the information the person has about the bank already, …

The involvement:

• of a person effects the likelihood, if a person is highly involved (high interest in banks e.g., because the person considers changing the bank or because she knows a lot about banks), it is more likely that the central route is chosen.

Low involvement:

• Heuristic, using peripheral cues, e.g., testimonials, quality signs, price (heuristic: medium prices might offer the best price-quality tradeoff

High involvement:

• Informational, using facts and information that require specific knowledge