1.

Source

COGNITIVE: beliefs about an 2.Celebrity

SOURCE CHARACTERISTICS
“who” delivers the message 3.Sponsorshi
AFFECTIVE: Feelings or emotional
1. COMPONENTS
reactions to an object 4. COMMUNICATION
Fear
CHARACTERISTICS => ATTITUDE
FORMATION & CHANGE
BEHAVIORAL: tendency to respond in a Humorous
APPEAL CHARACTERISTICS
shifting certain manner toward an object or "how” the message is communicated
Comparative
shift
Emotional
add COGNITIVE
ATTITUDE
Value-Expressive vs.
change ideal brand or Utilitarian Appeals

2. ATTITIDE CHANGE
classical One-Sided vs.
STRATEGY
MESSAGE STRUCTURE CHARACTERISTICS Two-Sided Messages
Affect toward the Ad or
AFFECTIV “how” the message is presented
Web Site Positive versus Negative

mere Nonverbal

operant conditioning: Resisting Brand Attacks:

BEHAVIORAL
learning by doing
INDIVIDUAL FACTORS : gender, need for cognition, • Discrediting
ELM 3. CHARACTERISTICS THAT
consumer knowledge, ethnicity, motives • Discounting
elaboration INFLUENCE ATTITUDE
likelihood model
CHANGE • Containment
SITUATIONAL FACTORS: program context, level of
Peripheral Cues (PCs) influence
viewer distraction, and buying occasion
persuasion under LOW INVOLVEMENT

Central Cues (CCs) influence

persuasion under HIGH INVOLVEMENT