13
Attitudes & Influencing Attitudes by : Giovani

Bb attitudes

Embed Size (px)

DESCRIPTION

 

Citation preview

Page 1: Bb   attitudes

Attitudes &

Influencing Attitudes by : Giovani

Page 2: Bb   attitudes

What are

ATTITUDES ?

Page 3: Bb   attitudes

an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. D.Krech & RS.Crutchfield

Page 4: Bb   attitudes

a learned predisposition to respond in a consistently positive or negative way to a given object or event. JohnH.Harvey & WilliamP.Smith

Page 5: Bb   attitudes

11-5

Attitude Components and Manifestations

Page 6: Bb   attitudes

Attitude Component Consistency

Page 7: Bb   attitudes

ATTITUDE-CHANGE STRATEGIES

Page 8: Bb   attitudes

•  Changing the cognitive component

•  Changing the affective

component •  Changing the behavioural

component

Page 9: Bb   attitudes

Individual and Situational Characteristics that Influence Attitude Change

ELM Model

Page 10: Bb   attitudes

Matching Endorser with Product and Target

Audience

Page 11: Bb   attitudes

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

Page 12: Bb   attitudes

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

Page 13: Bb   attitudes

THANK YOU