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Attitudes - Coggle Diagram
Attitudes
Attitudes based on High Effort
Characteristics of Attitudes
Favourability
Attitude accessibility
Attitude confidence
Persistence
Resistance to competitive efforts
Ambivalence
Forming and Changing Attitudes
Non-Evaluative: Beliefs
Search Attributes
Experience Attributes
Credence Attributes
Evaluative: Attitude
Elaboration Likelihood Model
Peripheral-route processing (Low)
Central-route processing (High)
Cognitive Foundations of Attitudes
direct or imagined experience
reasoning by analogy or category
values-driven attitudes
social identity-based attitude generation
analytical processes of attitude construction
Cognitive Responses to Communications
Expectancy Value Models (TORA)
Change beliefs
Change Evaluations
Add new beliefs
Encourage attitude formation based on imagined experience
Target Normative Beliefs
Central Route: Cognitive Learning Multi-attribute Attitude Models
Fishbein Model
How Cognitively based Attitudes are Influenced
Communication Source
Source Credibility
Sleeper Effect
Company Reputation
Message Credibility
Argument Quality
whether it is a one or two-sided message
whether it is a comparative message
Indirect comparative message
direct comparative message
Affective Foundations of Attitudes
High Affective Involvement = High Engagement
consumer’s feelings act as a source of information
match between their emotional receptivity and the emotional intensity expressed by ad or salesperson
When do Attitudes predict behaviour?
TORA Model
factors affecting attitude–behaviour relationship
Level of involvement/elaboration
Knowledge and experience
Analysis of reasons
Accessibility of attitudes
Specificity of attitudes
Attitude confidence
Attitude–behaviour relationship over time
Emotional attachment
Situational factors
Normative factors
Personality variables
How Affectively based Attitudes are Influenced
Source
Perceived Attractiveness
Message
Emotional appeals
Fear appeals
Emotional contagion
Attitude towards Ads
Utilitarian
Value-Expressive
Ego-defensive
Knowledge
Attitudes based on Low Effort
Unconscious Influences on Attitudes when Consumer Effort is Low
Thin Slice Judgements (Brief Observations)
Body Feedback (Cues)
Affective Bases of Attitudes When Consumer Effort Is Low
The Mere Exposure Effect
Behavioural Learning Theory:
classical conditioning
Repetition
Stimulus generalisation and discrimination
evaluative conditioning
produces an affective response by repeatedly pairing a neutral CS and an emotionally charged UCS
Instrumental or Operant Conditioning
Reinforcement
Continuous Punishment
Extinction
Shaping
attitude toward the ad (Aad)
Dual Meditation Hypothesis
Attitude toward brand (Ab)
Intentions to purchase (Ib)
Consumer Mood
Mood is different from classical conditioning
Mood can Bias attitudes in a mood-congruent direction
Good mood = ignore neg info, more weight to +ve info
Categories of affective responses
SEVA
deactivation feelings
social affection
use physical surroundings to incite good mood
Warm colours: Stimulating & exciting
Cool Colours: Soothing
brighter in-store lighting
behaviour of store employees
How cognitive attitudes are influenced
Communication Source
Credible sources can serve as peripheral cues
Source credibility is also affected by the language used
Message
Category- and Schema- Consistent Information
Many Messages Argument
Message Context & Repetition
How Affective Attitudes are Influenced
Communication Source
Attractive Sources
Likeable Sources
Celebrity Sources
Message Appeal
Pleasant Pictures
Music
Humour - Play on emotions
Sex - Play on emotions
Fear - Play on emotions
Miscomprehension
why we form certain attitudes
pragmatic inference
comparison omission
piecemeal data (cherry pick)
factors influencing comprehension
memory/ knowledge
"inoculation" effect for neg info
two-sided claims for expert audience
involvement
situational factor
Time required to process info
Pace?