attitude formation and motivitional appeals

attitude formation and motivitional appeals -...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Attitude Formation and Motivational Appeals 15:26 I. Attitudes : “a learned predisposition to respond in a consistently favorable or  unfavorable manner with respect to an object.” (Fishbein and Ajzen 1975) What is it about a person to change their mind? Four key characteristics:  evaluative, learned, predispositions, and flexible  stability o Evaluative: attitudes have a positive or negative direction, favorable or  unfavorable. Attitudes have a judgment that must be made o Learned: we are born with attitudes either. We learn how to judge things  and how to feel towards things. We learn certain attitudes to certain  brands. We learn through social comparisons o Predispositions: attitudes are predispositions only. Attitudes don’t  determine behavior. They direct us to have certain tendencies and to act  certain ways but we may not act out on them We may have a positive attitude towards BMW but you don’t go buy  one if you don’t have the money o Flexible stability: attitudes are stable and reasonably consistent from one  situation to another Not buying the same toothpaste you always use because another  brand is on sale Attitude Formation Attitudes are generated from three types of information 1) Cognitive information 
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 05/09/2011 for the course MASS COMM 2025 taught by Professor Song during the Spring '11 term at LSU.

Page1 / 6

attitude formation and motivitional appeals -...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online