Sumários

30 Outubro 2024, 13:00 • Inês de Albuquerque Tomás Mateus

Persuasion

> Persuasion: Actively changing attitudes; influences beliefs, attitudes, intentions, etc.

> Message structure and message appeals: Emotional, rational, sex, humor, fear.

> Message execution styles: Slice of life, lifestyle, fantasy, mood, musical, personality symbol, scientific evidence, testimonials.

30 Outubro 2024, 11:00 • Inês de Albuquerque Tomás Mateus

Attitudes

> Attitudes: Lasting evaluations of people, objects, etc. Four functions (Katz): utilitarian, value-expressive, ego-defensive, knowledge.

> Three core components: Cognition (beliefs), Affect (feelings), Behavior (actions).

>Attitude commitment levels: Internalization, Identification, Compliance.

> Fishbein Model

11 Outubro 2024, 11:00 • Inês de Albuquerque Tomás Mateus

Check summary below.

11 Outubro 2024, 09:30 • Inês de Albuquerque Tomás Mateus

See below.

9 Outubro 2024, 13:00 • Inês de Albuquerque Tomás Mateus

> Personality traits predict buying.

> AIO dimensions define lifestyles.

> VALS framework segments consumers.

> Brands cultivate personalities via archetypes & anthropomorphism.