Attitudes and Influencing Attitudes. Attitudes Definition Definition Four functions Four functions...

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