Bb attitudes

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

11-5

Attitude Components and Manifestations

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