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【正文】 ad to more favorable product attitudes。 when thinking was more likely, attitudes were unaffected by the pictures 2023/5/8 20 ch 9 Peripheral Pictures Bee More Influential When Productrelevant Thinking Declines During Ad Processing More Less Negative irrelevant picture Positive irrelevant picture Amount of relevant thinking during ad processing Favorability of postmessage product opinions 2023/5/8 21 ch 9 Attitude Change Attitude are dynamic Both positive and negative attitudes may bee neutral as time passes Attitude persistence: an attitude’ s immunity to corrosion Attitude resistance: the degree to which an attitude is immune to attack 2023/5/8 22 ch 9 Attitude Change Implications from Multiattribute Attitude Models Three primary ways for changing consumer attitudes: Changing beliefs Changing attribute importance Changing ideal points 2023/5/8 23 ch 9 Attitude Change Issues: Central Process Source factors matchup hypothesis spokesperson credibility message factors: strong ad claims relevancy parative ad claims one vs. twosided claims objective vs. subjective claims search vs. experience vs. credence claims 2023/5/8 24 ch 9 Attitude Change Issues: Peripheral Process Source factors attractiveness likability celebrity status Contextual factors Repetition Program/editorial context Message factors Pleasant pictures Music Humor Sex number of arguments message simplicity 2023/5/8 25 ch 9 謝 謝 :14:2510:1410::14 10:1410:14::14:25 2023年 4月 17日星期一 10時(shí) 14分 25秒 演講完畢，謝謝觀看！
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