ĐẠI HỌC FPT CẦN THƠ Chapter 8: Attitudes & Persuasive Communications

ĐẠI HỌC FPT CẦN THƠ
Chapter 8
Attitudes & Persuasive Communications
MKT201- CONSUMER BEHAVIOR
Learning Objectives
• It is important for consumer researchers to understand the

1 nature and power of attitudes.
• Attitudes are more complex than they first appear.

2
• We form attitudes in several ways.

3
• A need to maintain consistency among all of our attitudinal

4 components motivates us to alter one or more of them.
Chapter 8: Attitudes & Persuasive Communications - DieuTT5 2

Learning Objectives
• Attitude models identify specific components and combine

them to predict a consumer’s overall attitude toward a
5 product or brand.
• The communications model identifies several important

components for marketers when they try to change
6 consumers’ attitudes toward products and services.
• The consumer who processes such a message is not

necessarily the passive receiver of information marketers
7 once believed him to be.
8 • Several factors influence a message source’s effectiveness.

Learning Objectives
• The way a marketer structures his or her message

9 determines how persuasive it will be.
• Many modern marketers are reality engineers.

10
• Audience characteristics help to determine whether

the nature of the source or the message itself will
11 be relatively more effective.

Learning Objective 1
It is important for consumer researchers to understand the

nature and power of attitudes.
Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-5

The Power of Attitudes
Attitude: a lasting, general evaluation of people, objects,

advertisements, or issues
Attitude object (AO): anything toward which one has an attitude
An attitude is lasting – it tends to endure over time and is general
– it applies to more than a momentary event.

Utilitarian function: chức năng cung cấp
lợi ích
Relates to rewards
and punishments

Value-expressive function:
Chức năng biểu đạt giá trị
Expresses consumer’s
values or self-concept

Ego-defensive function: Chức năng bảo
vệ cái tôi
Protect ourselves from external threats

or internal feelings

Knowledge Function:
Chức năng lọc kiến thức
Need for order, structure,

or meaning

Functional Theory of Attitudes
The functional theory of attitudes was initially developed by

psychologist Daniel Katz to explain how attitudes facilitate
social behavior.
UTILITARIAN VALUE-EXPRESSIVE
FUNCTION: FUNCTION:
Relates to rewards Expresses consumer’s

and punishments values or self-concept
EGO-DEFENSIVE
KNOWLEDGE
FUNCTION:
FUNCTION:
Protect ourselves from
Need for order, structure,
external threats
or meaning
or internal feelings

Attitudes are more

complex than they first
appear. knowing, feeling, or doing?

The ABC Model of Attitudes
An attitude has three components:

the way a consumer
Affect feels about an attitude
object
ABC
beliefs a model person’s
consumer has intentions to do
about an something with
Cognition Behavior regard to an
attitude object
attitude object
The ABC model emphasizes the interrelationships

among knowing, feeling and doing.
Hierarchies of Effects
The standard learning hierarchy —Think Feel  Do:

(CAB) this is a problem-solving process, so it assumes the
consumer is highly involved, motivated to seek out
information, weigh alternatives and come to a thoughtful
decision.
The low-involvement hierarchy—Think  Do  Feel: (CBA)
consumer acts on limited knowledge and forms an
evaluation after she buys the product.
The experiential hierarchy—Feel  Do  Think: (ABC)
consumer acts based on emotional reactions.

Three Hierarchies of Effects

Three Hierarchies of Effects
The cognitive-affective model proposes that an

emotional reaction is just the last step in a series of
cognitive processes that follows sensory recognition of a
stimulus and retrieval of information from memory that
helps to categorize it.
In contrast the independence hypothesis argues that
affect and cognition are separate systems so that it’s not
always necessary to have a cognition to elicit an
emotional response.

We form attitudes in several ways.

How Do We Form Attitudes?
Attitudes can form through:

Classical conditioning—e.g. pairing an attitude object
(brand name) with a jingle.
Instrumental conditioning—use of the attitude object is
reinforced.
Leaning through complex cognitive processes—e.g. one
learns what to do in social situations by modeling the
behavior of friends and media endorsers.

A need to maintain consistency among all of our

attitudinal components often motivates us to alter one or
more of them.

The Principle of Consistency
We value/seek harmony among thoughts, feelings, and

behaviors
We will change components to make them consistent
Relates to the theory of cognitive dissonance – we take
action to resolve dissonance when our attitudes and
behaviors are inconsistent
A cognitive element can be something a person believes
about himself, a behavior he performs, or an observation
about his surroundings.
The magnitude of dissonance depends on the importance and
number of dissonant elements, so dissonance is more likely in
high involvement situations where there is more pressure to
reduce inconsistencies
The Principle of Consistency (continued)
Eliminating, adding, or changing elements can reduce

dissonance.
Dissonance theory can help to explain why
evaluations of a product tend to increase after we
buy the product (in response to post purchase
dissonance).
Marketers can provide customers with additional
reinforcement after they purchase to help customers
justify the decisions after the fact.

Self-Perception Theory
Self-perception theory assumes that we observe our own behavior to determine just what
our attitudes are. We infer the attitude from our behavior.
FOOT-IN-THE-DOOR TECHNIQUE
Consumer is more likely to comply with a request if he
has first agreed to comply with a smaller request
LOW-BALL TECHNIQUE
Person is asked for a small favor and is informed after
agreeing to it that it will be very costly.
DOOR-IN-THE-FACE TECHNIQUE
Person is first asked to do something extreme (which he
refuses), then asked to do something smaller.

Social Judgment Theory
We assimilate (đồng hóa) new information about attitude

objects in light of what we already know/feel
People find information to be acceptable or
unacceptable. They form (vùng) latitudes of acceptance
and rejection around an attitude standard.
Messages that fall within the latitude of acceptance
tend to be seen as more consistent with one’s position
than they actually are (the assimilation effect), and
messages within the latitude of rejection tend to be
seen even farther from one’s own position than they
actually are (the contrast effect).
Balance Theory
Considers how a person might perceive relations among

different attitude objects and how he might alter attitudes
to maintain consistency.
Triad attitude structures:
Person
Perception of attitude object
Perception of other person/object

Balance Theory
Balance theory considers relations among elements a

person might perceive as belonging together. A person
alters attitudes to ensure these relationships remain
consistent/balanced.
This perspective includes triads. Each contains:
A person and his or her perceptions.
An attitude object.
Some other person or object.

Balance Theory (continued)
Elements are linked by a unit relation (we think the

person is connected to an attitude object; like a belief)
or a sentiment relation (a person expresses liking or
disliking for an attitude object).
Perceptions (under balance theory) are either positive
or negative. Perceptions are altered to make them
consistent. When we have balanced perceptions,
attitudes are stable.

Balance Theory (continued)

Attitude models identify specific components and combine

them to predict a consumer’s overall attitude toward a
product or brand.

Multi-attribute attitude models
Multiattribute attitude models assume that consumers’
attitude toward an attitude object (Ao) depends on the
beliefs they have about several of its attributes
The Fishbein model,is the most influential of
multiattribute models. The model measures three
components of attitudes:
Salient beliefs- beliefs about the object a person considers during
evaluation.
object-attribute linkages, or probability that a particular object has
an important attribute
evaluation of each of the important attributes.
Using these components, we can compute a consumer’s
overall attitude toward an object.
Marketing Applications
of the Multiattribute Model

Marketing Applications of the
Multiattribute Model
Capitalize on Relative Advantage: try to convince the
consumer that a particular attribute is important.
Strengthen Perceived Linkages: a communications
campaign can be used to strengthen the linkage
between the brand and certain attribute.
Add a New Attribute: Marketers can encourage
consumers to add a new attribute when new features
are developed for products.
Influence Competitor’s Ratings: decrease the
competitors’ higher ratings with comparative
advertising.
The Extended Fishbein Model: The Theory of
Reasoned Action (Lý thuyết hành động hợp lý)
Intentions versus behavior: measure behavioral
intentions, not just intentions
Social pressure: acknowledge the power of other
people in purchasing decision. Subjective norms (chuẩn
chủ quan) account for the effects of what we believe other
people think we should do. They have two factors:
Intensity of normative belief (that others believe we should
take or not take some action): Niềm tin với những người ảnh hưởng
The motivation to comply with that belief.
Attitude toward buying: measure attitude toward the
act of buying, not just the product
Obstacles to predicting behavior in the
Theory of Reasoned Action:
It was designed to deal with actual behavior (taking diet pill)—not
outcomes of behavior (losing weight).
Some outcomes are beyond the consumer’s control.
Behavior is not always intentional.
Measures of attitudes do not always correspond with the behavior they
are supposed to predict.
A problem can exist with respect to the time frame of the attitude
measure.
Direct personal experience is stronger than indirect exposure (through
an advertisement). The problem of personal experiences versus
receiving information such as advertising (attitude accessibility
perspective).
There are also cultural roadblocks, which limit the universality of the
theory of reasoned action.
Trying to Consume
The multiple pathway anchoring and adjustment

model (MPAA) emphasizes multiple pathways to
attitude formation, including outside-in and inside-out
pathways.
There is another way of looking at consumers’ goals and
trying to attain them. The theory of trying states that
the criterion of behavior is the reasoned action model
that should be replaced with trying to reach a goal. It
recognizes barriers that might arise.

Theory of Trying

Persuasiion: How Do Marketers Change
Attitudes?
Incentive surveys
Có qua có lại Limited edition items are more
we are more attractive when
likely to give if they are not
we receive.
Reciprocity Scarcity
available.
we believe people try not to

authoritative contradict
sources more themselves in
readily than non-
Authority Consistency terms of what
authoritative they say and do
sources. about an issue
We consider
we agree with what others do
those we Liking Consensus
before we decide
like/admire. what to do.

Tactical Communications Options
To craft persuasive messages that might change attitudes,

a number of questions must be answered:
Who is featured in the ad that seeks to change an
attitude? Given the circumstances, who would be best?
How should the message be constructed?
What media should be used to transmit the message?
What characteristics of the target market might
influence the ad’s acceptance?

The communications model identifies several important

consumers’ attitudes toward products and services.

The Traditional Communications Model

The Traditional Communications Model
The basic model can be perceived as having five parts:

The source—where the communication originates.
This meaning must be put in the form of a message.
The message must be transmitted via a medium.
One or more receivers then decode the message.
Feedback must be received by the source.

The consumer who processes a message is not necessarily

the passive receiver of information marketers once
believed him or her to be.

Updated Communications Model

Updated Communications Model
In permission marketing, consumers agree to allow

marketers to send them promotional information.
The traditional broadcasting, where the information is
transferred and then repeated before the buyer buys, is
outdated with the advent of narrowcasting (finely
tuning messages to suite very small groups of receivers).
Consumers are partners in the communications
process.

Several factors influence the effectiveness of a message

source.

The source
Regardless of how a message is received, the same

words uttered or written by different people can have
very different effects, also known as source effects.
Two very important source characteristics are credibility
and attractiveness.
Credibility Attractiveness
Internally oriented people Social acceptance &

others’ opinion
Even a credible source trustworhthiness evaporates when

endorsing so many products

Source credibility
Source credibility refers to a source’s perceived expertise,
objectivity, or trust- worthiness.
Disclaimers (tuyên bố miễn trừ trách nhiệm) typically happen at
the end of a commercial message that supply additional
information the advertiser is required to provide.
Sincerity is important when a company tries to publicize its
corporate social responsibility (CSR) activities that benefit the
community.
Negative sources can also change attitudes because people forget
the negative source (sleeper effect).
A consumer’s beliefs about a product’s attributes will weaken if
s/he perceives that the source is biased.
Knowledge bias – source’s knowledge is not accurate
Reporting bias – source has the required knowledge but is not willing to
convey it accurately
Source attractiveness
Source attractiveness refers to the source’s perceived social value.

This quality can emanate from the person’s physical appearance,
personality, social status, or similarity to the receiver (we like to
listen to people who are like us).
Shared endorsements; users who follow or rate a product or
service may find that their endorsements show up on the
advertiser’s page.
A halo effect often occurs when persons of high rank on one
dimension are assumed to excel on others as well.
The social adaptation perspective assumes that the perceiver will
more heavily weight information seen to be instrumental in
forming an attitude.

Star Power: Celebrities as
Communications Sources
Celebrities embody cultural meanings (e.g. status,
social class, gender, age, personality) to the general
society.
The advertiser chooses a celebrity who embodies the
desired meaning the product should convey so the
meaning transfers from the manufacturer to the
consumer via the star.

Nonhuman Endorsers
At times, the image of celebrity endorsers can damage

the image of a company or brand. For this reason,
companies may seek animated characters or fictitious
mascots as endorsers.
Spokescharacters (e.g. Pillsbury Doughboy, Chester the
Cheetah) can boost viewers’ recall of ad claims and
increase brand attitudes.
A more current trend sees companies utilizing endorsers
in the form of an avatar, or cyber-character that can be
changed in real time is cost effective, can handle
multiple customers at one time, and is not limited by
geography.
The way a marketer

structures his or her
message determines how
persuasive it will be.

The message
Some messages are offensive or annoying, including those:

That show a sensitive product and emphasize its usage
With a contrived (dàn cảnh) or over-dramatized situation
That put down a person in terms of appearance, knowledge or
sophistication
That threaten an important relationship
That show physical discomfort
That create tension via an argument or antagonistic (đối lập)
character
That portray an unattractive or unsympathetic character
That include a sexually suggestive scene
That have poor casting or execution
Decisions to Make About the Message
When creating a message, marketers must address these

questions:
Should we use pictures or words?
How often should message be repeated?
Should it draw an explicit conclusion?
Should it show both sides of argument?
Should it explicitly compare product to competitors?
Should it arouse emotions?
Should it be concrete or based on imagery?

The Message
Characteristics of Good and Bad Messages

Positive Effects Negative Effects
Showing convenience of use Extensive information on
components, ingredients,
nutrition
Showing new product/improved Outdoor setting (message gets
features lost)
Casting background (i.e., people Large number of onscreen

are incidental to message) characters
Indirect comparison to other Graphic displays

products

Should we use Pictures or Words?
Advertisers often rely on vivid illustrations or photography because visuals are

very effective, especially at influencing emotional responses.
A picture is not always as effective as text when it communicates facts. Verbal
ads affect ratings on the utilitarian aspects of a product whereas the visual ads
affect aesthetic evaluations.
Verbal elements are more effective when an accompanying picture reinforces
them, especially if they frame the illustration (the message in the picture
strongly relates to the copy). Framing is easier with an accompanying image.
Visual images allow the receiver to chunk information at the time of encoding.
Verbal messages are best for high-involvement situations and visual messages
for low involvement.
Vivid images tend to activate mental imagery and strongly embed in memory;
abstract stimuli inhibit mental imagery.
Concrete discussion of product attributes in ad copy influence the importance
of the attribute because it draws more attention.

Should we repeat the message?
Repetition can lead to liking because people like things

that are more familiar to them (mere exposure) or it can
cause habituation such that the consumer no longer
pays attention to the stimulus because of fatigue (mệt mỏi)
or boredom.
The two-factory theory explains the fine line between
boredom and familiarity. It proposes that two separate
psychological processes operate when we repeatedly
show an ad to a viewer.
Limiting exposure per repetition (15 second ads)
Varying content of ads over time (different versions of same
theme)
Two -Factor Theory of Message
Repetition

How Do We Structure Arguments?
One-sided: supportive arguments

Two-sided: both positive and negative information
Refutational argument: negative issue is raised, then
dismissed (this reduces reporting bias).
Positive attributes should refute presented negative attributes
Effective with well-educated and not-yet-loyal audiences

Two-sided argument (without refutation)
https://www.youtube.com/watch?v=P-lUWM3nDYM

Discussion
Should the argument (in the ads) draw conclusions or should the
marketer merely present the facts and let the consumer arrive at
his decision?
Consumers who make their own inferences instead of having
ideas sppon-fed to them will form stronger, more accessible
attitudes.
Having the conclusion ambiguous increases the chance that the
consumer will not form the desired atttude.
The answer depends on the connsumer’s motivation to process
the ad and the complexity of the arguments.
If the message is personally relevant, people will pay attention to it and
spontaneously form inferences.
If the arguments are hard to follow of consumers lack the motivation to
follow, it’s safer for the ad to draw conclusions.
Comparative Advertising
Comparative advertising: message compares two+

recognizable brands on specific attributes.
“Unlike McDonalds, all of Arby's chicken sandwiches are made
with 100% all-natural chicken”
Negative outcomes include source derogation (phạm luật)

The martyrdom effect
ice- bucket challenge
A.L.S research

New Message Formats
Martyrdom effect: People tend to donate more money

when they have to suffer a bit for the cause.
M-commerce, or mobile commerce, can be used as a
new way to transmit information in both text and
picture form, and social media applications are now
used globally.
Transmedia storytelling is a strategy that typically
includes communications media that range from Web
sites, blogs, and email to recorded phone calls and even
graffiti messages in public spaces.

Many modern marketers are reality engineers.

Reality Engineering
Reality Engineering occurs when marketers appropriate

elements of pop culture and uses them as promotional
vehicles.
Guerilla Marketing use promotional strategies that use
unconventional means to encourage word of mouth
about products.

Product Placement
and Branded Entertainment
Insertion of specific products and use of brand names in
movie/TV scripts
Directors incorporate branded props for realism
Is product placement a positive or negative when it
comes to consumer decision-making?

Advergaming
Advergaming refers to online games merged with

interactive advertisements
Advertisers gain many benefits with advergames
Plinking is the act of embedding a product in a video

Types of Message Appeals
Emotional versus Rational Appeals
Sex Appeals
Humorous Appeals
Fear Appeals

Emotional appeals vs Rational appeals
Emotional appeals try to bond the consumer with the

product.
The effectiveness of appeals to the head vs. heart
depends on the nature of the product and the type of
relationship consumers have with it.
Recall of ad content tends to be better for thinking ads than
feeling ads
Conventional measures of ad effectiveness may not be
effective to measure cumulative effects of emotional ads;
feeling reactions are not as easy to articulate as thinking
reactions

Sex appeals
Sex appeals include various levels of erotic suggestions.

Female nudity generates negative feelings and tension
among female consumers; it generates positive reactions
among men. Men dislike nude males; females respond well
to undressed males that are not nude and like sexual themes
in the context of a committed relationship.
Erotic content draws attention but can be
counterproductive, making consumers less likely to buy the
product or distracting attention from other ad contents.
Sex appeals as an attention-getting device are more effective
when the product is related to sex.

Humorous appeals
Humorous appeals can get attention, but may not affect

recall or product attitudes.
Funny ads can provide a distraction.
Funny ads can inhibit counterarguing (where the
consumer thinks about reasons s/he disagrees).
Humor is more effective when the ad clearly identifies
the brand and the funny material does not overwhelm
the message.
Subtle humor that does not make fun of the consumer
and is appropriate to the product image is best.

Fear appeals
Fear appeals emphasize negative consequences that

occur unless the consumer changes a behavior or an
attitude and are most effective when the advertisers use
only a moderate threat and when the ad presents a
solution to the problem.

The Message as Art Form: Metaphors Be
with You
Many ads take the form of an allegory (ngụ ý) (a story told about an
abstract trait or concept that has been personified as a person, animal,
or vegetable).
A metaphor (ẩn dụ) involves placing two dissimilar objects into a close
relationship such that “A is B,” whereas a simile (nói thẳng) compares
two objects, “A is like B.” Metaphors allow the marketer to activate
meaningful images and apply them to everyday events.
Resonance (dội âm) is another literary device that is frequently used in
advertising to form a presentation that combines play on words with a
relevant picture.
Advertisers can structure commercials like other art forms, including
structures as a drama or a lecture.
In transformational advertising, the customer associates the
experience of product usage with some subjective sensation.
Simile
Forrest Gump: “Life is like a box of chocolates.”

https://www.youtube.com/watch?v=CJh59vZ8ccc

Resonance

Audience characteristics help to determine whether the

nature of the source or the message itself will be relatively
more effective.

The Source Versus the Message: Sell the
Steak or the Sizzle?
The elaboration likelihood model (ELM) assumes that once a consumer
receives a message, he or she begins to process it. Depending on the
personal relevance of this information, one of two routes to persuasion
will be followed.
Under conditions of high involvement, a consumer takes the central
route to persuasion. In the central route to processing, the consumer
will determine if the message is relevant. The person will engage in
cognitive processing to evaluate the arguments presented and generate
either positive (supporting) responses or negative responses
(counterarguments).
Under conditions of low involvement where the consumer is not
motivated to think about the argument, a peripheral route is taken. The
consumer uses other cues in deciding on the suitability of the message.

ELM
Figure 8.7 The Elaboration Likelihood Model (ELM) of Persuasion

Chapter Summary
Attitudes are very powerful, and they are formed in

several ways.
People try to maintain consistency among their
attitudinal components and their attitudes and
behaviors.
The communications model includes several important
components which can be influenced by marketers to
enhance the persuasiveness of the message.
The communications model identifies several important
consumers’ attitudes toward products and services.
Chapter Summary (continued)
The consumer who processes such a message is not

necessarily the passive receiver of information
marketers once believed him to be.
Several factors influence a message source’s
effectiveness.
The way a marketer structures his message determines
how persuasive it will be.
Audience characteristics help to determine whether the
nature of the source or the message itself will be
relatively more effective.
https://create.kahoot.it/kahoots/my-
kahoots/folder/4db5f41e-cc4c-4fbd-85cf-8aa557c4483d

ĐẠI HỌC FPT CẦN THƠ Chapter 8: Attitudes & Persuasive Communications

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

ĐẠI HỌC FPT CẦN THƠ Chapter 8: Attitudes & Persuasive Communications

Uploaded by

Copyright:

Available Formats

ĐẠI HỌC FPT CẦN THƠ

• It is important for consumer researchers to understand the

• Attitudes are more complex than they first appear.

• We form attitudes in several ways.

• A need to maintain consistency among all of our attitudinal

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 2

• Attitude models identify specific components and combine

• The communications model identifies several important

• The consumer who processes such a message is not

8 • Several factors influence a message source’s effectiveness.

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 3

• The way a marketer structures his or her message

• Many modern marketers are reality engineers.

• Audience characteristics help to determine whether

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 4

It is important for consumer researchers to understand the

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-5

Attitude: a lasting, general evaluation of people, objects,

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-6

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 7

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8

Protect ourselves from external threats

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 9

Need for order, structure,

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 10

The functional theory of attitudes was initially developed by

Relates to rewards Expresses consumer’s

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-11

Attitudes are more

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-13

An attitude has three components:

The ABC model emphasizes the interrelationships

The standard learning hierarchy —Think Feel  Do:

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-16

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-17

The cognitive-affective model proposes that an

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 18

We form attitudes in several ways.

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-20

Attitudes can form through:

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 21

A need to maintain consistency among all of our

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-23

We value/seek harmony among thoughts, feelings, and

Eliminating, adding, or changing elements can reduce

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 25

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-27

We assimilate (đồng hóa) new information about attitude

Considers how a person might perceive relations among

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-30

Balance theory considers relations among elements a

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 32

Elements are linked by a unit relation (we think the

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 33

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-34

Attitude models identify specific components and combine

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-36

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-38

The multiple pathway anchoring and adjustment

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 44

Chapter 8: Attitudes & Persuasive Communications - DieuTT5 8-45

we believe people try not to