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  • Attitudes 2

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    imad
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    A learned predisposition to behave in a favourable or unfavourable way towards an object. Attitude to ad is influenced by Direct experience, family and friends, Mass media, Personality factors and Beliefs About the brand.

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    A learned predisposition to behave in a favourable or unfavourable way towards an object. Attitude to ad is influenced by Direct experience, family and friends, Mass media, Personality factors and Beliefs About the brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    77 views8 pages

    Attitudes 2

    Uploaded by

    imad
    A learned predisposition to behave in a favourable or unfavourable way towards an object. Attitude to ad is influenced by Direct experience, family and friends, Mass media, Personality factors and Beliefs About the brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 8

    A learned predisposition to

    behave in a favourable or
    unfavourable way towards an
    object
    Tricomponent attitude model

    CONATIVE

    AFFECTIVE

    COGNITIVE
    Attitude towards the Ad Model

    Exposure
    to an ad

    Feelings
    Judgments
    from the ad
    about the ad

    Beliefs Attitude
    About towards
    the Brand the Ad
    Attitude
    Towards
    the Brand
    Multi-Attribute Models
    Attitude to Object
    Model
    i=n
    Σ eibi Fishbein’sSummation
    i=1
    INFLUENCE ON ATTITUDE
    FORMATION
    Direct experience

    Family and friends

    Direct marketing

    Mass media

    Personality factors
    CHANGING ATTITUDES
    •Change Motivational Function
    Utility
    Ego Defensive
    Value Expressive
    Knowledge
    •Associate the product with an occasion or event
    •Resolve conflicting attitudes
    •Alter the components of the Multi-Attribute Model
    •Change Beliefs about the Competitors Brand
    •The ELM
    Cognitive Dissonance Theory

    Attribution Theory
    [Foot in the Door]

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