Consumer Beh Ch. 11

enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of out environmant

• affective: emotion/feelings
• behavioral: response tendencies
• cognitive: beliefs

• lack of need
• lack of ability
• failure to consider relative attitudes
• attitude ambivalence
• weakly held beliefs and affect
• failure to consider interpersonal influence
• failure to consider situational factors
• measurment issues

• change the congitive component: beliefs, importance
• change affective component: classical conditioning
• change behavioral component: operant conditioning

• source characteristics: who delivers the message
• appeal characteristics: how the message is communicated
• message structure characteristics: how the message is presented