attitudes and influencing attitudes. attitudes definition definition four functions four functions...
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Attitudes and Influencing Attitudes and Influencing AttitudesAttitudes
AttitudesAttitudes
DefinitionDefinition Four functionsFour functions
KnowledgeKnowledge Value-expressiveValue-expressive UtilitarianUtilitarian Ego-defensiveEgo-defensive
Attitude ComponentsAttitude Components
CognitiveCognitive Multiattribute attitude modelMultiattribute attitude model
Affective ComponentAffective Component BehavioralBehavioral
Attitude ComponentsAttitude Components
Component ConsistencyComponent Consistency ExceptionsExceptions
Need or motiveNeed or motive AbilityAbility Inter-category trade-offsInter-category trade-offs Weak cognitive and affective componentsWeak cognitive and affective components Group influenceGroup influence Situational aspectsSituational aspects MeasurabilityMeasurability
Measurement of Attitude Measurement of Attitude ComponentsComponents
BeliefsBeliefs
FeelingsFeelings
Response TendenciesResponse Tendencies
Attitude Change StrategiesAttitude Change Strategies
Change CognitiveChange Cognitive 4 strategies4 strategies
Affective ComponentAffective Component Classical conditioningClassical conditioning Affect toward ad or websiteAffect toward ad or website Mere exposureMere exposure
Behavioral ComponentBehavioral Component
Other Change ForcesOther Change Forces
IndividualIndividual SituationalSituational Elaborative Likelihood ModelElaborative Likelihood Model
High involvementHigh involvement CentralCentral
Low involvementLow involvement PeripheralPeripheral
Communication CharacteristicsCommunication Characteristics
Source CharacteristicsSource Characteristics Source credibilitySource credibility
TrustworthinessTrustworthiness ExpertiseExpertise
Celebrity sourcesCelebrity sources Why effective?Why effective? RisksRisks Spokes-charactersSpokes-characters
SponsorshipsSponsorships
Spokes-charactersSpokes-characters
Appeal CharacteristicsAppeal Characteristics
FearFear HumorousHumorous ComparativeComparative EmotionalEmotional Value-expressive v. UtilitarianValue-expressive v. Utilitarian
Message Structure CharacteristicsMessage Structure Characteristics
One-sided v. Two-sidedOne-sided v. Two-sided Positive v. Negative FramingPositive v. Negative Framing Nonverbal ComponentsNonverbal Components
Market Segmentation & Product Market Segmentation & Product DevelopmentDevelopment
Market segmentationMarket segmentation
Product developmentProduct development