Part14=Commun & Attitude Change

Part14=Commun & Attitude Change - Lecture Part 14...

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Lecture Part 14 Communication and Attitude Structure Change (This material is in or is related to Ch. 17) I. Attitude Structure (review) A. Attitude Structure has three parts: (1) ____________________ ___(Cognitive, beliefs) (2) _____________________ ___(affective or emotional) (3) ________________________(doing actions or having behavioral intentions) B. Research based “Consistency Theory” shows that people are motivated to keep these 3 parts in agreement If promotional tools are able to change one part of the attitude structure, there is pressure for the other parts of the attitude structure to become consistent with the changed part. C. The so-called “hierarchy of effects” is the classic model of how thinking, feeling and behavior are connected. Purchase Conviction Preference (intention) Liking Knowledge Aware Aspects of Behavior Unaware Aspects of Feelings (Sales Promotion strengths) (Personal selling strengths) (Advertising strengths) Aspects of Thinking (Advertising strengths)
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Part14=Commun & Attitude Change - Lecture Part 14...

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