COMM 362 Chapter Notes - Chapter 7: Conation, Theory Of Reasoned Action, Cognitive Dissonance
Document Summary
10/5/2015 5:54:00 am: a lasting, general evaluation of people, objects, or issues, attitude object: anything toward which a person has an attitude, whether tangible, attitudes are lasting (endures over time), general (applies to more than one event. Functions of attitudes: functional theory of attitudes: developed by psychologist daniel. Hierarchies of effects: explains the relative impact of the three components, each hierarchy specifies that a fixed sequence of steps occurs en route to an attitude. Not all attitudes are created equal: different levels of involvement. Marketing applications of balance theory: when perceptions are balanced, attitudes are likely to be stable, reason for celebrity endorsement (popularity will transfer to product) Attitude models: complex because a product have many attributes and qualities. Using attitudes to predict behaviour: not great predictor of behaviour, low correlation between attitude and behaviour. The extended fishbein model: theory of reasoned action adds to original.
