Attitudes

Attitudes

1. Set of beliefs, feelings and behavioral intentions towards an object.

2. Beliefs

   • Positive beliefs
   • Neutral
   • Do not have to be exact
   • Contradictory

3. Affection

   • Based on feelings

4. Behavioral intent

   • Behavioral intention

5. Consistency of attitude and behavior

   • Capacity
   • Competing resource demands
   • Social influence
   • Measurement problems

6. Attitude change strategies

   • Changing behavior
   • Changing the affection
   • Changing behavior
   • Changing beliefs
   • Changing current beliefs
   • Changing the importance of beliefs
   • Add beliefs
   • Changing the ideal

7. Unilateral vs. bilateral appeals

   • Consumers admit something negative about the sponsoring brand
   • Consumers admit something positive about a competing brand