The term attitude towards the ad refers to the way you react after making a perception about the ad. Liking of an advertisement can be described as an attitude towards that ad which ultimately leads to the effectiveness of that ad (Haley and Baldinger, 1991). Attitude toward advertising is an affective construct with a cognitive component and is useful in explaining the influences of ad exposure on consumer brand beliefs, brand attitude and purchase intention (Mitchell and Olson, 1981). Some of the researches attitude towards the advertisement is categorized into different areas that are affective responses by the customers towards an advertisement (Andrew, 1991). Attitude towards the advertisement also assist the attention that will be laid on the particular advertisement, which means if the attitude towards the advertisement is positive the attention towards that same advertisement will be ... ... middle of paper ... ...e product or service or not.
First, they have thoughts or feelings about a product, and then they buy it. Advertising and other types of marketing communications directly affect consumer’s mental processes. Advertising can be thought of as stimulus that produces a response or an effect. Moreover, the main objective of advertisements is to convince consumers that the alternative offered by the product provides the best chance to attain the goal. The attitude toward the advertisement is defined “as a predisposition to respond in favourable or unfavourable manner to a particular advertising stimulus during a particular exposure occasion ”.
In the case where attention is withdrawn, we tend to refer back to highly practiced traits available in the given moment. This study provides further evidence that affective distractors can be mediated with attentional change in inducing desirable response. Furthermore, distractors can lead to more superficial forms of social perception. They concluded attention may have a more significant role than emotion, such as threat, in moderating perceptions of the self. They further stated that self-presentation under emotional arousal is short lived, once attention is fully recovered, a more controlled cognitive processes takes over, and the heightened tendency to represent the self in positive light diminishes.
Their approach views the consumer through effective print advertisements. This becomes a positive insight in consumer’s decision-making process in availing a product to accommodate the new brands in the market. According to Murray (2013), “An understanding of consumer purchase behavior must be based on knowledge of human emotion and include the paramount influence that emotions have on decision-making.” In addition, print advertisements are intended to affect consumer’s feelings, ev... ... middle of paper ... ... Is An Advertisement Worth The Paper It's Printed on? The Impact of Premium Print Advertising On Consumer Perceptions. Journal Of Advertising Research, 52(1), 118-127. doi:10.2501/JAR-52-1-118-127 Kotler, P., Armstrong, G. 2010.
Researchers examining consumer psychology have an understanding of behavior with the information they retrieve, the more they know about individuals’ habits, the better they are able to foresee their behavior. What leverages awareness and attitude also influences behavior. When organizations focus on individuals and the way they think, believe, feel, and perceive in products, they expose what distinguishes their products and or services in the minds of consumers. Understanding how ... ... middle of paper ... ...lp advertisers create content that reaches across sensory lines, and this will help break through internal communication barriers. Deprived of the understanding of this type of psychology it would be challenging to have an idea of how organization should communicate or at least create content for their targeted audience.
Due to the scale of the industry, an ethical route has been developed to regulate practice due to persuasions power to influence public opinion and sway democratic action in society. Academic Richared M. Merloff writes that: “Persuasion is a symbolic process in which communicators try to convince other people to change their attitudes or behavior regarding an issue through the transmission of a message, in an atmosphere of free choice.” How do practitioners manipulate persuasion in practice? Both public relations and advertising practitioners manipulate language to persuade their intended audience of specific opinions or attitudes. Giles explains that ‘the communicative practices and boundaries that differentiate social groups can, themselves, dynamically redefine or change the prevailing nature of intergroup relations’ (p. 7/8). This highlights the fundamental importance and authority of persuasion in public communication – across the industry – as it harnesses both credibility and power to alter socio-cultural ideas, groups, structure and philosophy.
Our way of framing reveals something about how you view others and your world (Brochers 197). Burke developed the pentad to uncover said motives. They are act (what is done), agent (the actor), agency (how), sense (where), and purpose (why) (Brochers 197). Knowing that audience members create ideas about their world based on one or more of the terms of the pentad, burke theorizes that persuaders can use language to structure the world view of audience members (Brochers 197). A persuader can focus on the terms of the pentad that would be favorable to his or her persuasive goals (Brochers 197).
Social psychologists suggest there are two routes to persuasion; either through conscious processing or automatic processing (Baumeister, Bushman, 2014, p.291). When individuals take a conscious or central route to processing it “involves careful and thoughtful consideration of the content of the message” compared to automatic or peripheral route to processing which “involves some simple cue, such as attractiveness of the source” (Baumeister, Bushman, 2014, p.292). There are also two approaches in presenting a persuasive message, appealing to one's emotions or based on logic and reason (Baumeister, Bushman, 2... ... middle of paper ... ...aving this insight gives people an advantage in resisting the effects of persuasive messages. Although one will never be able to be removed from such effects, one can diminish the influence advertisers have in their decision making process. References Roy F. Baumeister, Brad J. Bushman, Social Psychology and Human Nature brief version, 2014, Wadsworth: Cengage Learning, p.24-299.
The core beliefs reflect the views we have of others, the future, the world, and ourselves. These core beliefs underlie automatic thoughts and usually reflect back to the intermediate belief (Seligman & Reichenberg, 2014). A client may have a positive or negative core belief, however, the negative core beliefs lead to the dysfunctional thoughts far from reality. The schema includes these core beliefs and works as a mental structure that organizes information and experiences (Seligman & Reichenberg, 2014). Schemas act as a filter as they process experiences and current info, thus shaping the client’s thinking and often time fostering cognitive errors (Knapp & Beck, 2008).
The theory approach shows that we develop favorable attitudes toward activities that aid us or reward us and form a negative certain attitude toward the activities that do not benefits us. Compared to System Theory and Stakeholders Theory, Functionalist Theory of Attitude makes the largest impact on this research. Concept of Perception Perception is closely related to attitudes. Perception is the process by which organisms interpret and organize sensation to produce a meaningful experience of the world (Lindsay & Norman, 1977). In other words, a person is confronted with a situation or stimuli.