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Chapter 6
ATTITUDE FORMATION AND CHANGE : HIGH CONSUMER EFFORT
Chapter Overview
What are attitudes
Attitudes formation: cognition (thinking)
Cognitive response model
Theory of reasoned action (TORA)
How to change attitudes: cognition (thinking)
Attitude formation: affect (emotion)
How to change attitudes: affect (emotion)
Definition
Attitude: a relatively global and enduring evaluation of an object, issue, person, or action
What's the Big Deal About Attitudes
Attitudes……
Guide our thoughts (cognitive function)
Influence our feelings (affective function)
Affect our behavior (connative function)
How are attitudes formed through cognition
The Cognitive Response Model
thoughts/reactions we have in response to a message
Theory of Reasoned Action (TORA)
explains how, when and why attitudes predict behavior
Cognitive Response Model
Counterarguments (CAs)
disagreement
Support arguments (SAs)
agreement
Source derogations (SDs)
attack the source
Theory of Reasoned Action (TORA)
Belief about
consequences
of an act (bi)
Evaluation of
consequences
of an act (ei)
Attitude toward
the act (Aact)
Normative belief
(what do important

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