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Attitudes by Mind Map: Attitudes

1. Changing the attitudes though communication

1.1. Persuasion

1.2. Communication model

1.3. Permission marketing

1.4. Uses and gratification theory

1.5. Interactionist

2. Lasting, general evaluation of people (including oneself), objects, advertisements or issues.

3. The role of advertisments

4. The conent

4.1. Definition

4.1.1. Lasting

4.1.2. General

4.1.3. Functions

4.2. Components

4.3. The concept of a hierarchy of effects

5. The power of attitudes

6. Product endorsers

6.1. celebrities

6.2. experts

6.3. typical consumers

6.4. mascots

6.5. virtual avatars

6.6. countries

7. Why the beauty sells?

7.1. halo effect

7.2. the social adaptation

7.3. beauty as a source of information

8. The sleeper effect

8.1. the source is disliked but still effective

9. The message

9.1. Sending

9.1.1. Visual and verbal

9.1.1.1. Vividness

9.1.1.2. Repetition

9.1.1.2.1. Two-factor theory

9.2. Konstrucring the argument

9.2.1. One- vs. two-sided arguments

9.2.1.1. suppoerive

9.2.1.2. both negative and positive

9.3. Types of messege appeals

9.3.1. Emotional vs. Rational

9.3.1.1. bonding

9.3.2. Sexual appeals

9.3.3. Humorous appeals

9.3.4. Fear appeals

9.4. The massage as ert form

9.4.1. Methaphor

9.4.2. Resonans

9.4.3. Presenting information

9.4.3.1. Lecture

9.4.3.2. Drama

9.5. The source vs. messege

9.5.1. The elaboration likelihood model

9.5.1.1. Central route

9.5.1.1.1. Steak

9.5.1.2. Peripheral route

9.5.1.2.1. Sizzle

10. Forming attitudes

10.1. Hierarchy of effects

10.2. Commitment

10.2.1. Compliance

10.2.2. Identification

10.2.3. Internalization

10.3. The Consistency Principle

10.3.1. Experience --> Evaluation / Another attitudes

10.3.1.1. Standardized attitudes

10.3.1.2. Self-perception

10.3.1.3. All attitudes are equal // belonging together

11. Attitude Models

11.1. Attributes = characteristics

11.2. Beliefs = cognitions

11.3. Important Weights = the relative priority of an attribute

11.4. How can we measure the elements?

11.4.1. Single-Item scales

11.4.2. Multi-Item Batteries

11.4.3. The Fishbein model

11.5. How can we use it? Strategy:

11.5.1. Capitalize on relative advantage

11.5.2. Strengthen percieved product/attribute

11.5.3. Add a new attribute

11.5.4. Influence competitors ratings

12. Sources

12.1. 2 criterias

12.1.1. Credibility

12.1.1.1. more internal oriented

12.1.1.2. persuasive (the consumer has not yet learned much about a product)

12.1.1.3. source biases

12.1.2. Attractiveness

12.1.2.1. tend to be sensitive about social acceptance

12.1.2.2. represent social meanings

12.1.2.3. phenomenon of "credibility gap" and "serial advertisers"

12.2. Type of product

12.2.1. High performance risk

12.2.2. High social risk

12.2.3. Low risk

13. Using attudes to predict behavior

13.1. The extended Fishbein model

13.1.1. Attitude towards the act of buying

13.1.2. Theory of reasoned action

13.2. Tracking attitudes over time

13.3. Obstacles to predicting behaviour

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