attitudeformationandchange英文版(更新版)
【正文】 on the productrelevant thinking undertaken during processing 2023/5/8 18 ch 9 The Influence of Advertising Claims Depends on the Thinking That Occurs During Ad Processing More Less Weaker ad claims Stronger ad claims Amount of relevant thinking during ad processing Favorability of postmessage product opinions 2023/5/8 19 ch 9 Peripheral Process of Attitude Formation Peripheral process: leads to the formation of opinions without thinking about relevant information Peripheral cues: stimuli devoid of productrelevant information, ., attractive picture, likable spokesperson, music, etc. When thinking was minimal, attractive picture lead to more favorable product attitudes。Attitude Formation and Change 2023/5/8 1 ch 9 Overview What are attitudes Foundations/Components of Attitudes Attitude Formation Processes Attitude Change 2023/5/8 2 ch 9 Definitions Attitudes: represent what we like and dislike Preferences: represent attitudes toward one object in relation to another (way to measure attitudes) 2023/5/8 3 ch 9 How Can Attitudes and Preferences Be Measured? Attitude toward the object: How much do you like/dislike IBM puters? Like very much 1 2 3 4 5 Dislike very much Preference: Compared to Apple personal puters, how much do you like IBM personal puters? Like IBM much 1 2 3 4 5 Like Apple much more than Apple more than IBM 2023/5/8 4 ch 9 Foundations/Components of Attitude Beliefs (cognition。 bi should be positive) Not possessing undesirable attributes (when ei is nega
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