Marketing Communications

94 CHAPTER 3 HOW MARKETING COMMUNICATIONS WORK

High elaboration likelihood, affective attitude formation

In this category, central processing of affective elements is predominant.

Affect-as-Information

Affect has long been considered as a peripheral cue, having an impact only when people have

low involvement. However, it is increasingly recognised that affect may play a fundamental

role in decision-making. People may judge objects by monitoring their subjective feelings to

Photo 3.2 The Mini, built in Oxford and sold in 75 countries

Source: Getty Images: Max Nash/AFP.

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