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A learned predisposition to behave in a favourable or unfavourable way towards an object

Tricomponent attitude model

CONATIVE AFFECTIVE

COGNITIVE

Attitude towards the Ad Model


Exposure to an ad Judgments about the ad Feelings from the ad

Beliefs About the Brand Attitude Towards the Brand

Attitude towards the Ad

Multi-Attribute Models Attitude to Object Model


i=n
i=1

Seibi

Fishbeins Summation

INFLUENCE ON ATTITUDE FORMATION

Direct experience Family and friends Direct marketing

Mass media Personality factors

Change Motivational Function


Utility Ego Defensive Value Expressive Knowledge

CHANGING ATTITUDES

Associate the product with an occasion or event

Resolve conflicting attitudes


Alter the components of the Multi-Attribute Model

Change Beliefs about the Competitors Brand


The ELM

Cognitive Dissonance Theory

Attribution Theory [Foot in the Door]

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