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Chap 11 - Attitude

This document outlines the components and characteristics that influence attitude formation and change. It discusses the three components of attitudes - cognitive, affective, and behavioral. It also describes the characteristics of communication, message structure, and individual and situational factors that can influence how attitudes are changed. Strategies for resisting brand attacks like discrediting, discounting, and containment are also mentioned. The document provides an overview of the key elements involved in shaping and shifting attitudes.

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Vu Thi Thu
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75 views

Chap 11 - Attitude

This document outlines the components and characteristics that influence attitude formation and change. It discusses the three components of attitudes - cognitive, affective, and behavioral. It also describes the characteristics of communication, message structure, and individual and situational factors that can influence how attitudes are changed. Strategies for resisting brand attacks like discrediting, discounting, and containment are also mentioned. The document provides an overview of the key elements involved in shaping and shifting attitudes.

Uploaded by

Vu Thi Thu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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1.

Source

COGNITIVE: beliefs about an 2.Celebrity


SOURCE CHARACTERISTICS
“who” delivers the message 3.Sponsorshi
AFFECTIVE: Feelings or emotional
1. COMPONENTS
reactions to an object 4. COMMUNICATION
Fear
CHARACTERISTICS => ATTITUDE
FORMATION & CHANGE
BEHAVIORAL: tendency to respond in a Humorous
APPEAL CHARACTERISTICS
shifting certain manner toward an object or "how” the message is communicated
Comparative
shift
Emotional
add COGNITIVE
ATTITUDE
Value-Expressive vs.
change ideal brand or Utilitarian Appeals

2. ATTITIDE CHANGE
classical One-Sided vs.
STRATEGY
MESSAGE STRUCTURE CHARACTERISTICS Two-Sided Messages
Affect toward the Ad or
AFFECTIV “how” the message is presented
Web Site Positive versus Negative

mere Nonverbal

operant conditioning: Resisting Brand Attacks:


BEHAVIORAL
learning by doing
INDIVIDUAL FACTORS : gender, need for cognition, • Discrediting
ELM 3. CHARACTERISTICS THAT
consumer knowledge, ethnicity, motives • Discounting
elaboration INFLUENCE ATTITUDE
likelihood model
CHANGE • Containment
SITUATIONAL FACTORS: program context, level of
Peripheral Cues (PCs) influence
viewer distraction, and buying occasion
persuasion under LOW INVOLVEMENT

Central Cues (CCs) influence


persuasion under HIGH INVOLVEMENT

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