MKT2608 Study Guide - Final Guide: Elaboration Likelihood Model, Model Car, Johnny Weissmuller

• School: Edith Cowan University
• Department: Marketing, Tourism and Leisure
• Course: MKT2608
• Professor: martin

Document Summary

Attitude change and interactive communications" in your textbook. Influencing consumer"s attitudes and behaviour is one of the most fundamental yet challenging tasks facing the marketer. The direct attempts by marketers to influence consumer attitudes is termed persuasion. This module will examine the methods of communicating a persuasive message and the strategies behind persuasive communication. When a new product is introduced people tend to form attitudes based upon previous experience. For example, a new model car from a manufacturer having a poor reputation is likely to be allocated a negative attitude even before new information beliefs are formed. The degree to which attitudes can be changed will depend upon a person"s level of attitude commitment. Compliance occurs when a person expresses an attitude because it helps them obtain rewards or avoid punishment from others. Such attitudes are usually superficial and can be easily changed once the influencing agent is changed.