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Chap 8: Attitudes and Persuasive Communication - Coggle Diagram

- - - - Compliance—At the lowest level of involvement, compliance, we form an attitude because it helps us to gain rewards or avoid punishment.
      - Identification—Identification occurs when we form an attitude to conform to another person’s or group’s xpectations.
      - Internalization—At a high level of involvement we call internalization, deep-seated attitudes become part of our value system.
- - - - Attributes
      - Beliefs
      - Importance weights
    - - Salient beliefs
      - Oject-attribute linkages
      - Evaluation
  - - - The model tries to predict actual behavior, not the outcomes of behavior that some studies assess.
      - Some outcomes are beyond our control, such as when the purchase requires the cooperation of other people.
      - The basic assumption that behavior is intentional may be invalid in a variety of cases, including impulsive acts, sudden changes in situation, novelty seeking, or even simple repeat buying.
      - Measures of attitude often do not really correspond to the behavior they are supposed to predict, either in terms of the Ao or when the act will occur.
      - A similar problem relates to the time frame of the attitude measure.
      - We form stronger and more predictive attitudes through direct, personal experience with an Ao than those we form indirectly through advertising. According to the attitude accessibility perspective, behavior is a function of the person’s immediate perceptions of the Ao, in the context of the situation in which he or she encounters it.
  - - - Reciprocity
      - Scarcity
      - Authority
      - Consistency
      - Liking
      - Consensus