24202 Chapter Notes - Chapter 5: Communication Source, Physical Attractiveness, Theory Of Reasoned Action
Psychological Core III
Attitude - overall evaluation that expresses how much we like or dislike an object, issue, person or
action. Attitudes are learned, normally persist over time, and may be based on the set of
associations linked to them.!
Affective foundations of attitude are based on emotion, aroused by music, emotional scenes,
visuals, sex and attractive sources.!
Fear appeals are effective when used at a moderate level, from a credible source, and an
immediate solution is provided.!
Situational dependency - how attitudes are influenced by their situation e.g. lecture on Monday
morning compared to Friday night.!
Affective attitudes are influenced by:!
•Communication source - physical attractiveness, likability and celebrity!
•Message - pleasant pictures, humour, sex, music!
•Thoughts and beliefs!
Cognitive foundation of attitude are based on condition (thoughts) and beliefs, derived from:!
-Actual experience and fantasy!
-Reasoning by analogy or category!
-Values-driven attitudes!
-Social identity-based attitude generation!
-Analytical processes of attitude formation!
Changing consumer attitudes based on TORA:!
-Change the strength of beliefs!
-Add a new belief!
-Encourage imagined experience!
-Target normative beliefs!
Communication source - when consumers are obviated to process information, those with
attitudes based on cognitions are likely to be influenced by believable information.!
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Attitude - overall evaluation that expresses how much we like or dislike an object, issue, person or action. Attitudes are learned, normally persist over time, and may be based on the set of associations linked to them. A ective foundations of attitude are based on emotion, aroused by music, emotional scenes, visuals, sex and attractive sources. Fear appeals are e ective when used at a moderate level, from a credible source, and an immediate solution is provided. Situational dependency - how attitudes are in uenced by their situation e. g. lecture on monday morning compared to friday night. A ective attitudes are in uenced by: communication source - physical attractiveness, likability and celebrity, message - pleasant pictures, humour, sex, music, thoughts and beliefs. Cognitive foundation of attitude are based on condition (thoughts) and beliefs, derived from: Communication source - when consumers are obviated to process information, those with attitudes based on cognitions are likely to be in uenced by believable information.
