24202 Lecture Notes - Lecture 4: Communication Source
Document Summary
Attitudes based on high consumer effort: how marketers can apply various cognitive models to understand and influence consumer"s attitudes on high-effort thought processes. Attitudes: learnt and tend to persist over time. They reflect our overall evaluation of something based on the set of associations linked to it. How much we like or dislike an object, issue, person or action. Affective (feelings - person-situation specific, cultural influences) Attitudes can be based on the thoughts we have about info from external sources (friends) or retrieved from st memory. Connative (affect our behaviour consumers(cid:495) intention to respond) Elaborating on actual experiences or imagining an experience. Reasoning by analogy e. g. same brand so might try. Values positive attitude towards a brand that recycles. Social identity brands that enable to express identity e. g. nike. Analytical processes thoughts we have in response to communications. Counterarguments, support or source derogations (must test responses and have strong messages that highlight attribute strengths)
