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

Attitude Components and Manifestations

11-5

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