1. CHAPTER ELEVEN Attitudes and Influencing Attitudes McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

5. Attitude Components and Manifestations Figure 11-1

7. Attitude Component Consistency Figure 11-2

9. Attitude Change Strategy Focusing on Affect Positive marketing stimuli (ad, package) Overall attitude change Behavior (purchase) Increased positive beliefs Increased affective response (liking) toward product Increased positive beliefs Behavior (purchase)

10. Attitude Change Strategy Focusing on Behavior Marketing or situational stimuli (free sample, guests) Overall attitude change Increased positive beliefs Increased affect (liking) Behavior (purchase, consumption) Increased affect (liking) Increased positive beliefs

11. Attitude Change Strategy Focusing on Cognitions Marketing stimuli (advertisement, package) Overall attitude change Behavior (purchase) Increased affect (liking) Cognitions (beliefs) Increased affect (liking) Behavior (purchase)

15. The Elaboration Likelihood Model

16. Matching Endorser with Product and Target Audience Figure 11-4

21. Multiattribute Attitude Model