BU432 Lecture Notes - Lecture 14: Operant Conditioning, Fear Appeal, Cognitive Dissonance

• School: WLU
• Department: Business
• Course: BU432
• Professor: haejukim

Document Summary

Attitude change: attitudes are i(cid:374)ter(cid:374)alized a(cid:374)d (cid:271)e(cid:272)o(cid:373)e part of a perso(cid:374)(cid:859)s (cid:448)alue syste(cid:373, difficult to change, attitude change occurs when one of the three elements of attitude (affect, cognition, behaviour) undergoes a change, marketing efforts can facilitate change. Attitude change via affect: classical conditioning, feeling towards advertisement/communication, mere exposure. Attitude change via cognitions: changing beliefs, shifting importance of attributes, adding beliefs. Attitude change via behaviour: use samples, ma(cid:374)age for the (cid:858)(cid:272)o(cid:374)siste(cid:374)(cid:272)y pri(cid:374)(cid:272)iple(cid:859, resolve cognitive dissonance, alter purchase behaviour directly through operant conditioning (e. g. reward, may lead to change in belief and/or affect. Persuasion: the active attempt to change attitudes through marketing communications, key communications decisions, the source, the message. Non-human endorsers: recent versions will change often. The sleeper effect: over time, dislike sources can still get a message across effectively, we (cid:862)forget(cid:863) a(cid:271)out (cid:374)egati(cid:448)e sour(cid:272)e (cid:449)hile (cid:272)ha(cid:374)gi(cid:374)g out attitudes, strong enough message might be credible even if said by someone not credible.