MGMC02H3 Chapter Notes - Chapter 5: Theory Of Reasoned Action, Communication Source, Theory Of Planned Behavior
Document Summary
Attitude: a relatively global & enduring evaluation of an object, issue, person or action. Favourability - how much we like or dislike something. Accessibility - how easily an attitude can be rememberd. Confidence - how strongly we hold an attitude. Persistence - how long our attitude lasts. Resistance - how difficult it is to change. Ambivalence - mixed evaluations regarding a brand - can be influenced by others. Central route processing: the attitude formation & change process when effort is high. Peripheral route processing: the attitude formation & change process when effort is low. 5 cognitive models to explain how thoughts are related to attitudes when there is high effort in processing infortion & making decsiions: direct or imagined experience. Attitudes form based on how similar a product is to another or to a particular product category: values driven attitudes:
