Attitudes

Attitudes

1. is an overall evaluation, which is learned

   • are important because they influence
     • our thoughts
     • our feelings
     • our actions
   • have five main characteristics
     • Favorability
       • the degree to which we like or dislike something
     • Attitude accessibility
       • how easily and attitude can be remembered
     • Attitude confidence
       • how strongly we hold an attitude
     • Attitude persistence
       • how long our attitude forms
     • Attitude resistance
       • how difficult it is to change an attitude

2. to better create or influence consumers attitudes

   • the foundation of attitudes
     • cognnitions
       • about external info
     • emotions
       • acquired by
         • observing and vicariously experiencing
           • the emotions of others
   • effort in attitude formation and change process
     • Central-route processing
       • when effort is high
         • resistant, confident, accesible attitudes
     • Peripheral-route processing
       • When effort is low

3. Cognitive foundations of attitudes

   • Direct or imagined experience
     • by using the product
     • by imagining buying and using it
   • Reasoning by analogy or category
     • similarities with other products or products category
   • Analytical processes of attitude formation
     • cognitive responses
       • to a communication
         • Counterarguments (CAs)
           • thoughts that disagree with the message
         • Source degorations (SDs)
           • thoughts that discount the source of the message
         • Support arguments (SAs)
           • thoughts that agree with the message
   • Values-driven attitudes
   • Social identity.based attitude generation
     • influenced by how the consumer views his/her social identity
   • how are based
     • The message
       • Argument Quality
         • Strong argument
           • presents best features in a convincing manner
         • Implicit conclusion
       • One- versus Two-sided messages
         • One-sided message
           • Only positive info presented
         • Two-sided message
           • Positive and negative information
       • Comparative messages
         • make direct comparisons with competitors
     • Communication source
       • Source Credibility
         • when have
           • trusworthiness
           • expertise
           • status
         • perceived as
           • an expert
   • Expectancy-value model or theory of reasoned action (TORA)
     • BEHAVIOUR (B)
       • Behavioral intention (BI)
         • attitude toward the act (Aact)
           • influenced by
             • Belief about the consequences of an act (b¡)
             • Evaluation of the consequences of an act (e¡)
         • subjective norms (SN)
           • influenced by
             • normative belief (significant person´s thought of this) (NM¡)
             • motivation to comply with this significant person (MC¡)

4. Emotional foundations of attitudes

   • how are based
     • The message
       • emotional appeals
         • positive attitude
           • love
           • desire
           • joy
           • hope
           • excitement
         • negative attitude
           • disgust
           • shame
           • rejection
       • fear appeals
     • The source
       • Attractiveness
         • physically attractive
         • likeable
         • familiar
         • similar to ourselves
       • Match-up hypothesis
         • the source should match the hypothesis
   • affective involvement
     • expending emotional energy in an offering
     • when high
       • consumers feel engaged with a stimulus
   • affective responses
     • consumers generatr feelings and images in response to a message
   • emotional appeals
     • messages designed to elicit an emotional response