Chapter Deep-Dive Summary Sheet
1. Big Idea
Attitudes are learned predispositions to respond favourably or unfavourably toward an object. Marketers try to measure, predict, and change attitudes because they often influence intention and behaviour.
2. Exam Focus
Know the attitude components, functions, multi-attribute model, Theory of Reasoned Action, cognitive dissonance, and Elaboration Likelihood Model. Application questions often ask which attitude-change strategy fits a case.
3. Key Concepts
Core concepts include cognition, affect, conation, utilitarian function, value-expressive function, ego-defensive function, knowledge function, beliefs, evaluations, subjective norms, behavioural intention, dissonance, central route, and peripheral route.
4. Core Framework
Analyse attitude by identifying beliefs about attributes, evaluations of those attributes, social pressure, and intended behaviour. Then choose whether to change beliefs, importance weights, norms, or involvement route.
5. Marketing Example
A smartphone brand can improve attitude by strengthening beliefs about camera quality, changing attribute importance toward privacy, using social proof, or offering post-purchase reassurance to reduce dissonance.
6. Common Confusions
The central route relies on careful argument processing under high involvement. The peripheral route relies on cues such as attractiveness, music, or credibility under lower involvement.
7. Active Recall Prompts
Answer from memory.
- •What are the three components of attitude?
- •How does the multi-attribute model predict evaluation?
- •When would peripheral cues be more effective than strong arguments?
8. 15-Minute Review Plan
Write a three-component attitude analysis, solve one multi-attribute example, then classify three ads as central-route or peripheral-route persuasion.