Date post: | 20-Jan-2015 |
Category: |
Documents |
Upload: | giovani-s-ivan |
View: | 33 times |
Download: | 3 times |
Attitudes &
Influencing Attitudes by : Giovani
What are
ATTITUDES ?
an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. D.Krech & RS.Crutchfield
a learned predisposition to respond in a consistently positive or negative way to a given object or event. JohnH.Harvey & WilliamP.Smith
11-5
Attitude Components and Manifestations
Attitude Component Consistency
ATTITUDE-CHANGE STRATEGIES
• Changing the cognitive component
• Changing the affective
component • Changing the behavioural
component
Individual and Situational Characteristics that Influence Attitude Change
ELM Model
Matching Endorser with Product and Target
Audience
Communication Characteristics
• Source – Source Credibility – Celebrity Sources - Congruence
• Appeal – Fear, Humor, Emotional – Comparative Ads – Value-Expressive vs. Utilitarian
• Message Structure Characteristics – One-Sided vs. Two-Sided – Positive versus Negative Framing – Nonverbal Components
Strategies Based on Attitudes
• Benefit Segmentation – Feature importance – Group similar benefit seekers
• Product Development – Profile ideal level of
performance – Create product concept – Translate concept into
product
THANK YOU