Attitudes

Attitudes

1. Deceptive advertising produces negative attitudes to subsequent advertisements and are generalised to advertisements from other sources, products, regions and type of ad claims (Darke & Ritchie, 2007)

2. Under high involvement people will excert cognitive effort to evaluate the relevant arguments and their attitudes are a function of information processing central route (i.e., argument quality). Under low involvement, attitudes are affected by peripheral cues such as attractiveness of message source (Petty & Cacciopo, 1981; Petty, Cacciopo & Schumann, 1983)

3. Attitude Theory of Reasoned Action (TRA): Attitudes are predisposition to respond favourably or unfavourably to an object. Attitudes are learned or formed. Attitudes have beliefs (cognitive) and affective elements. Are related to intentions and behaviors BI = A + SN (Fishbein & Ajzen, 1973; 1975)

4. Theory of Planned Behaviour: B = I + PC and I = A + SN + PC where Attitude is the the favourable or unfavourable appraisal of the behaviour, Subjective Norm is the perceived social pressure of performing or not the behaviour and Perceived Control is the ease or difficulty in performing the behaviour (Ajzen, 1991).

5. Attitudes differ in the functions they serve for people: maximise concrete rewards (utilitarian), expressing values and the self (value expressive), defending the self against threatening ideas (ego-defensive) and structuring the world (knowledge) (Katz, 1960).

6. Factors influencing attitudes toward brand extensions: Consumers´perception of the parent brand, perceieved fit (substitutes, complements), relatedness, perceived difficulty and corporate marketing activity (Burnaz & Bilgin, 2011).