Chapters 5 and 6

Chapters 5 and 6 - Attitudes Spring 2012 Dr. Caglar Irmak...

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Attitudes Spring 2012 Dr. Caglar Irmak
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ABILITY MOTIVATION OPPORTUNITY EXPOSURE ATTENTION PERCEPTION ATTITUDE FORMATION & CHANGE CATEGORIZATION/ COMPREHENSION MEMORY & RETRIEVAL Information D E C I S I O N
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WHAT IS AN ATTITUDE? Overall evaluation that expresses how much we like or dislike an object, concept, event, person, place or behavior Behavior Beliefs Attitudes Behavioral Intentions
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Characteristics of Attitudes Favorability - like/dislike Accessibility - how easily retrieved from memory Confidence - strength Persistence - endurance Resistance – how easily they change are based on cognition and/or affect (emotions)
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Influence of Effort on Attitudes: E laboration L ikelihood M odel ELM is a model of persuasion: how attitudes are formed and changed Elaboration continuum Low Elaboration (Low Thought) High Elaboration (High Thought)
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Central route – lots of thought Peripheral route – little thought Heuristics
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This note was uploaded on 02/13/2012 for the course MKGT 351 taught by Professor Ms.worsham during the Spring '12 term at South Carolina.

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Chapters 5 and 6 - Attitudes Spring 2012 Dr. Caglar Irmak...

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