Chapter 7 此下载文件来自于企业管理资源网 www.3722. (大量管理资料下载) Attitudes Attitudes A lasting, general evaluation of people (including oneself), objects, advertisements, or issues. Anything toward which one has an attitude is called an Attitude Object. An attitude is: Lasting because it tends to endure over time. General because it applies to more than a momentary event. Attitudes help us make all forms of choices such as: Very product-specific behaviors, and More general consumption-related behaviors. The Functions of Attitudes The ABC Model of Attitudes Hierarchies of Effects Attitudes Toward the Advertisement Forming Attitudes An Attitude can form in several different ways depending on the Hierarchy of Effects and how the attitude is learned. It can occur because of: Classical Conditioning, i.e. Attitude Object is paired with a catchy jingle. Instrumental Conditioning, i.e. consumption of the Attitude Object is reinforced. Complex Cognitive Process, i.e. teenager models behavior of friends and media figures. Chapter 8 Attitude Change and Interactive Communications Traditional Communications Model Uses and Gratifications Uses and Gratifications Theory Consumers constitute an active, goal-directed audience that draws on mass media as a resource to satisfy needs. Emphasizes that media compete with other sources to satisfy needs, and these needs include diversion and entertainment, as well as information. Consumers are playing a more proactive role, more like a partner, in the communications process. They may actually seek out messages. Interactive Communications Model What is a Response? Levels of Interactive Response Source Characteristics:Credibility Under Most Conditions, the Source of a Message Can Have a Big Impact on the Likelihood the Message Will be Accepted. One Important Source Characteristic Is: Source Credibility: Source’s perceived expertise, objectivity, or trustworthiness. Credibility can be enhanced if the source’s qualifications are perceived as somehow relevant to the product being endorsed. Source should not display either Knowledge or Reporting Bias in presenting information. .........