Professional Documents
Culture Documents
Strong arguments
High
Attitude
Toward
Ad
Low Weak arguments
Low High
Need for cognition
Multiattribute Models
and the Decision-Making
Path
A-T-O model:
Change the perceived evaluation of an attribute
Change the belief that an object has a particular
attribute
add an attribute
Behavioral Intentions Model:
Influence consumer perceptions of the
consequences of a behavior.
Influence perceptions of normative influence
Experiential Path to Attitude
Change
Balance Theory
Attitudes Toward the
Advertisement
Balance Theory . . .
. . . proposes that people have a
preference to maintain a
balanced state among the
cognitive elements if these
elements are perceived as
forming a system
….basic rule: multiplication of
the signs of the relations must
come out with a positive sign.
Endorser
Sentiment
Connection
+
+ Unit connection
Person
?? to Product
+
Sentiment
Connection
Sentiment connection: feeling toward evaluative
objects
Unit connection: psychological linkage between two
evaluative objects. Enhance by increasing the
association via attribution and Gestalt principles.
Attitudes Toward the
Advertisement . . .
. . . are a consumer’s general liking or
disliking for a particular advertising
stimulus during a particular advertising
exposure. Will influence attitude toward
brand.