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Attitude & persuasion (communications (The source (source…
Attitude & persuasion
communications
updated communication model
The source
source attractiveness
star power
Traditional communications model
The Message
Two-Factor Theory
Message Appeals
Fear Appeals
Humorous Appeals
Emotional versus Rational Appeals
Sex Appeals
Attitude models
Fishbein Model
Salient Beliefs
Evaluation
Object-Attribute Linkages
Extended Fishbein Model
Intentions versus Behavior
Social pressure
Attitude toward buying
Multiattribute models
Strengthen Perceived Linkages
Capitalize on Relative Advantage
Add a New Attribute
Influence Competitor’s Ratings
Marketing Applications
Maintaining consistency
Social Judgment Theory
Balance Theory
A person and his perceptions
An attitude object
Some other person or object
Self-Perception Theory
Low-Ball Technique
Door-In-The-Face Technique
Foot-In-The-Door Technique
Power of Attitudes
Functional Theory of Attitudes
value-expressive function
Utilitarian function
Ego-defensive function
Attitude
Attitude object
Ways of forming attitudes
Level of commitment
Identification
Identification
Compliance
Persuasion
Basic principles
Consistency
Authority
Liking
Scarcity
Consensus
Reciprocity
Elaboration Likelihood Model