Attitudes and Influencing Attitudes. Attitudes Definition Definition Four functions Four functions Knowledge Knowledge Value-expressive Value-expressive.

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Attitudes and Influencing Attitudes

Attitudes Definition Definition Four functions Four functions Knowledge Knowledge Value-expressive Value-expressive Utilitarian Utilitarian Ego-defensive Ego-defensive

Attitude Components Cognitive Cognitive Multiattribute attitude model Multiattribute attitude model Affective Component Affective Component Behavioral Behavioral

Attitude Components Component Consistency Component Consistency Exceptions Exceptions Need or motive Need or motive Ability Ability Inter-category trade-offs Inter-category trade-offs Weak cognitive and affective components Weak cognitive and affective components Group influence Group influence Situational aspects Situational aspects Measurability Measurability

Measurement of Attitude Components Beliefs Beliefs Feelings Feelings Response Tendencies Response Tendencies

Attitude Change Strategies Change Cognitive Change Cognitive 4 strategies 4 strategies Affective Component Affective Component Classical conditioning Classical conditioning Affect toward ad or website Affect toward ad or website Mere exposure Mere exposure Behavioral Component Behavioral Component

Other Change Forces Individual Individual Situational Situational Elaborative Likelihood Model Elaborative Likelihood Model High involvement High involvement Central Central Low involvement Low involvement Peripheral Peripheral

Communication Characteristics Source Characteristics Source Characteristics Source credibility Source credibility Trustworthiness Trustworthiness Expertise Expertise Celebrity sources Celebrity sources Why effective? Why effective? Risks Risks Spokes-characters Spokes-characters Sponsorships Sponsorships

Spokes-characters

Appeal Characteristics Fear Fear Humorous Humorous Comparative Comparative Emotional Emotional Value-expressive v. Utilitarian Value-expressive v. Utilitarian

Message Structure Characteristics One-sided v. Two-sided One-sided v. Two-sided Positive v. Negative Framing Positive v. Negative Framing Nonverbal Components Nonverbal Components

Market Segmentation & Product Development Market segmentation Market segmentation Product development Product development

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