MGMC02H3 Chapter Notes - Chapter 5: Communication Source, Terror Management Theory, Swiss Army Knife
Document Summary
Attitude: a relatively global and enduring evaluation of an object, issue, person or action. Attitudes are important because they: guide our thoughts (the cognitive function) Influence our feelings (the affective function: affect our behaviour (the connative function) Attitudes may also be described in terms of ambivalence: when our evaluations regarding a brand are mixed (both positive and negative) Someone else"s opinion will tend to influence us more when ur attitudes are ambivalent even when we do not see that person as being particularly knowledgeable about the product or category. Attitudes are based on cognitions (thoughts) or beliefs. This means attitudes can be based on thoughts e have about information received from an external source (such as advertising, salespeople, the internet, or a trusted friend) or on information we recall from memory. Ad messages with information about product function what a product"s features can do for example, can provoke thinking about the product and stimulate positive product attitudes.
