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Attitudes (tricomponent attitude model (cognition- knowledge &…
Attitudes
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multi-attribute model
attitude-towards object
evaluate product on what it has/has not
how much they know?what is important?
which product has those attributes?
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humour
enhance +ve impression and attitude
attract attention if tied closely to offering
low involvement consumers
misuse- reduce credibility, decrease trust, compromise comprehension of key info, abuse authority, erect barriers
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formed by direct experience, word of mouth
exposure to mass media, advertising
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