1. Market Segmentation & Product Development Strategies Based On Attitudes
1.1. Market Segmentation
1.1.1. Basis of their most important attribute
1.1.1.1. Benefit segmentation
1.2. Product Development
1.2.1. Understand needs and form benefit segments
2. Communication Characteristics That Influence Attitude Formation & Change
2.1. Source Credibility
2.1.1. Trustworthiness
2.1.2. Expertise
2.2. Source Characteistics
2.2.1. Celebrity Sources
2.2.1.1. Attention
2.2.1.2. Attitude toward the ad
2.2.1.3. Expertise
2.2.1.4. Aspirational aspects
2.2.2. Sponsorship
2.2.2.1. Financial support
2.3. Appeal Characteristics
2.3.1. Fear Appeals
2.3.2. Humorous Appeals
2.3.3. Comparative Ads
2.4. Message Structure Characteristics
2.4.1. One-Sided vs Two-Sided Messages
2.4.2. Positive vs Negative Framing
2.4.3. Nonverbal Components
3. Individual & Situational Strategies That Influence Attitude Change
3.1. Individual factors
3.1.1. Gender
3.1.2. Consumer knowledge
3.1.3. Ethnicity
3.2. Situational factors
3.2.1. Program context
3.2.2. Level of viewer distratction
3.2.3. Buying occasion
4. Attitude Components
4.1. Cognitive Component
4.1.1. Consumer's belief about an objetct.
4.2. Affective component
4.2.1. Feelings or emotional reactions to an object
4.2.2. Aesthetic appeal
4.2.2.1. Appearance of an object
4.3. Behavioral component
4.3.1. A certain manner one responds
4.3.2. Direct approach
4.3.3. Indirect approach
5. Attitude Change Strategies
5.1. Change the Cognitive Component
5.1.1. Change Beliefs
5.1.2. Shift Importance
5.1.3. Add Beliefs
5.1.4. Change Ideal
5.2. Change the Affective Component
5.2.1. Classical Conditioning
5.2.2. Affect toward the Ad or Website
5.2.3. Mere Exposure
5.3. Change the Behavioral Component
5.3.1. purchase or use behavior