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Week 6 - Coggle Diagram

- - - - How much we like or dislike
    - - How easily an attitude comes to mind
    - - How sure are you
    - - How enduring an attitude is and lasts
    - - How easily the attitude can be changed
    - - Mixed attitudes
- - - - Marketing implications: Direct experience (free samples, product trials), Imagined experience (consumer review or blogs, word of mouth, ads, recommendations)
    - - through comparisons
    - - Environmentalism, etc.
    - - Analytical process of attitude formation
        
        Cognitive responses to communications
        
        Counterarguments (thoughts which disagree with the message)
        
        Support arguments (thoughts that express agreement with the message
        
        Source derogations ( Thoughts that discount or attack the source of the message)
      - Marketing implications
        
        Minimize counter arguments and source derogations
        
        Improve argument quality, provide realistic claims
        
        Enhance source credibility
        
        Comparative messages (direct and indirect)
      - TORA (theory of reasoned action)
        
        Suggests that attitudes and subjective norms, influence peoples behavioral intentions and behavior
        
        The more favorable an attitude is towards the product, the more likely a to buy
        
        Subjective norms:
        
        Normative beliefs about what others think of you if you use the product
        
        Motivation to comply with these people (the degree in which we care what people think)
    - - Attitudes based on simple beliefs
        
        Inferences: conclusions about an unknown property/attribute of a product based on a known property or attribute
        
        Heuristics
        
        Mental shortcuts or rules of thumb (eg. mere exposure effect)
      - Marketers take advantage of low effort cognitive attitudes are processed through the peripheral route
        
        Communication source: overall credibility (dentists reccoment)
        
        Message: category and schema-consistent information
        
        Ads for low involvement don't need to include a lot of information
- - - - Attractiveness
      - The match up (the source must be appropriate and relevant for category in high MAO)
    - - Positive or negative emotional appeal
      - Emotional contagion (vicariously experiencing the emotions depicted in an ad)
      - Fear appeals