SMG MK 445 Chapter Notes - Chapter 5: Communication Source, The Foundations, Emotional Contagion
12 Mar 2019
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Attitude: is an overall evaluation that expresses how much we like or dislike something, attitudes are learned and persist over time, they reflect our evaluation of something based on our associations with it. 5. 1 a the importance of attitudes: they guide our thoughts - cognitive function, they influence our feelings - affective function, they affect our behavior - conative function. Attitudes are based on the cognition (thoughts) So attitudes are affected by our external sources - ads, facebook, salespeople. You can see something as favorable if it feels good or seems right. Based on observing and vicariously experiencing emotion. Ex: if you see someone on a skateboard having fun, you will also think you would have fun if you did it too. Includes both the hedonic aspect(experience of product) and utilitarian aspect(function of product) The role of effort in attitude formation and change. Extensive thinking or elaboration consumers put in, effects their attitude formation and change processes.
