Attitude amp; Attitude Change (I)（态度和态度改变）.pptVIP

Attitude Attitude Change （I） (态度和态度改变) The Power of Attitudes Attitude: a lasting, general evaluation of people,  objects, advertisements, or issues. Attitude object (AO) Help to determine a number of preferences and actions Attitude is learned, have consistency, resistance, strength (confidence ) and direction (like vs. dislike) Functional Theory of Attitudes Daniel Katz: attitudes exist because they serve some function Functional Theory of Attitudes Marketers emphasize the benefits a product serves for consumers ABC Model of Attitudes Attitude has three components: Aff