To view this presentation, first, turn up your volume and second, launch the self-running slide show.
For more than 20 years, Duarte has developed presentations…
…to launch products,
…increase company value,
Along the way we’ve discovered…
…five simple rules for creating world-changing presentations.
The first rule is: Treat your audience as king.
From Affect to Behaviour to Cognizance should be something which is
…and you will undoubtedly find favor with the king.
The second rule is: Spread ideas and move people.
They’re there to see you. To be inspired by your message…
…and witness the quality of your thought.
So, consider including imagery that powerfully illustrates your point.
Sometimes moving images can inspire in a way that static slides cannot. A slow moving animation creates a sense of nostalgia.
The next rule is: Help them see what you are saying.
Combining minimal text with meaningful visuals means that you’ll reach everyone.
Any writer or designer will tell you that 90% of the creative process…
your presentation will not only hold their attention,
and keep the audience’s needs top of mind,
For more information, go to www.duarte.com or email us at firstname.lastname@example.org.
Attitudes are evaluative statements—either favorable or unfavorable —about objects, people, or events. They reflect how we feel about something.<br />ATTITUDE<br />Also understood as … <br />Beliefs, Feelings, & Action <br />of an individual or group towards objects, ideas, and people<br />
The Functions of Attitudes<br />Functional Theory of Attitudes:<br /> Attitudes exist because they serve some function for the person (i.e., they are determined by a person’s motives)<br />
Katz’s Attitude Functions<br />Katz believes there is an adjustive function of motivation. <br />He says people adjust attitudes to minimize harm and maximize happiness. <br />This serves an ego-defensive function because it helps protect one's self respect. <br />
The ABC Model of Attitudes<br />Affect:<br />The way a consumer feels about an attitude object<br />Behavior:<br />Involves the person’s intentions to do something with regard to an attitude object<br />Cognition:<br />The beliefs a consumer has about an attitude object<br />Hierarchy of Effects:<br />A fixed sequence of steps that occur en route to an attitude<br />
Behavioral Component (Refers to Action)An intention to behave in a certain way toward someone or something.<br />e.g. I am going to look for another job<br />Affective Component (Refers to Emotions, Feelings, Moods, Sentiments)The emotional or feeling segment of an attitude.<br />e.g. I am angry over my low pay<br />Cognitive component (Refers to Belief, Opinion, Knowledge, Awareness)The opinion or belief segment of an attitude. e.g. my pay is low<br />
Attitude Hierarchies<br />The Standard Learning Hierarchy:<br />Consumer approaches a product decision as a problem-solving process<br />The Low-Involvement Hierarchy:<br />Consumer does not have strong initial preference<br />Consumer acts on limited knowledge<br />Consumer forms an evaluation only after product trial<br />The Experiential Hierarchy:<br />Consumers act on the basis of their emotional reactions<br />
Instantaneous without stimuli. Can be known s ABC <br />
Forming Attitudes (cont.)<br />Cognitive Dissonance and Harmony among Attitudes:<br />Theory of Cognitive Dissonance: When a person is confronted with inconsistencies among attitudes or behaviors, he or she will take action to reduce the dissonance by changing an attitude or modifying a behavior.<br />Self-Perception Theory:<br />People maintain consistency by inferring that they must maintain a positive attitude toward a product they have bought or consumed<br />Foot-in-the-door technique:<br />Sales strategy based on the observation that consumers will comply with a request if they have first agreed to comply with a smaller request<br />
Attitudinal Commitment<br />This ad for a magazine illustrates that consumers often distort information so that it fits with what they already believe or think they know.<br />
Balance Theory<br />Triad:<br />An attitude structure consisting of three elements<br />(1) A person and his/her perceptions of<br />(2) an attitude object, and<br />(3) some other person or object<br />Unit relation:<br />An element is seen as belonging to or being part of the other<br />Sentiment relation:<br />Two elements are linked because one has expressed a preference for the other<br />Marketing Applications of Balance Theory<br />Celebrity endorsements<br />
Alternative Routes to Restoring Balance in a Triad<br />Figure 7.2<br />