MGMC02H3 Study Guide - Midterm Guide: Swiss Army Knife, Dc Shoes, Communication Source
Document Summary
Attitude a relatively global and enduring evaluation of an objects, issue, person or action. Our attitudes also reflect our overall evaluation of something based on the set of associations linked to it. Attitudes are important because: (1) guide our thoughts cognitive function how our attitudes influence our thoughts. (2) influences our feelings affective function (3) affect our behavior conative function. Attitudes may be described in terms of ambivalence when our evaluations regarding a brand are mixed (both positive and negative) Someone"s opinion will influence us more when we are ambivalent. Counterarguments (cas) thoughts that disagree with the message. Support arguments (sas) thoughts that agree with the message. Source derogations (sds) thoughts that discount or attack the sources of the message: marketers should test consumer"s cognitive responses to their communications before placing ads in the media. Expectancy-value models - a widely used model that explains how attitudes form and change.
