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by : Giovani
What are
ATTITUDES ?
an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
D.Krech & RS.Crutchfield
a learned predisposition to respond in a consistently positive or negative way to a given object or event.
JohnH.Harvey & WilliamP.Smith
11-5
ATTITUDE-CHANGE STRATEGIES
! Changing the cognitive component ! Changing the affective component ! Changing the behavioural component
ELM Model
Communication Characteristics
! Source
! Source Credibility ! Celebrity Sources - Congruence
! Appeal
! Fear, Humor, Emotional ! Comparative Ads ! Value-Expressive vs. Utilitarian
! Product Development
! Profile ideal level of performance ! Create product concept ! Translate concept into product
THANK YOU