COMM 3383 Lecture Notes - Lecture 3: Arvest Bank, Cottonelle, Rolex
31 Aug 2016
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Document Summary
Belief about the outcome and evaluation of the outcome attitude toward the behavior. Normative beliefs(i know what they want me to think) and motivation to. Attitude toward the behavior and subjective norm component(what do important people in my environment)---behavioral intention (like buying a car) Relative influence of he two components (ab & sn) Cultural differences our culture says you should do what you want to do but not always the case with every culture. Mitigated by what the majority of people are doing (girls" bb game ex. ) See slides for conceptual framework relating beliefs, attitudes, intentions, and behaviors. Polo-ralph lauren all about america, 100 different scenes, flag predominant. Association uses the equestrian horses---high end, underwoods wants to be associated with rolex. Associative networks: interviewee-gave her story (invested and could lose her money. Do you want that to happen to you?) He has the bad guys in a limo.
