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Topic 5: Attitudes (Characteristics of Attitude (Favourability,…
Topic 5: Attitudes
Characteristics of Attitude
Favourability
Accessibility
Confidence
Persistence
Resistance
Ambivalence
Low Effort
Unconscious Influences
Thin-Slice Judgements
Body Feedback
Cognitive Foundations: Simple beliefs
Simple Inferences
Endorsement
Heuristics
Frequency heuristics
Truth Effect
Influencing Cognitive-Based Attitudes
Credible Source
The Message
Affective Foundations
Mere Exposure Effect
Conditioning
Classical
Evaluative
Attitude Towards the Ad
Dual-mediation Hypothesis
Mood
Influencing Affective-Based Attitudes
Communication Source
Attractive Sources
The Message
Emotional Content
Message Context
Components of Attitude
Cognitive
Affective
Connative
High Effort
Cognitive Foundations
Direct or Imagined Experience
Reasoning by Analogy of Category
Values-Driven Attitude
Social Identity-Based Attitudes
Analytical Processes
Counter-Argument
Support Argument
Source Derogations
Expectancy-Value Model
TORA (Theory of Reasoned Action)
Influencing Cognitive-Based Attitudes
Communication Source
Source credibility
Company reputation
The Message
Argument Quality
One- vs Two-sided Messages
Comparative message
Direct
Indirect
Affective Foundations
Affective Response
Emotional Appeal
Influencing Affective-Based Attitudes
The Source
Attractiveness
Match-Up Hypothesis
The Message
Emotional Appeals and Emotional Contagion
Fear Appeal
Terror-management Theory