Sumários

W7 | DECISION MAKING PROCESS BUYING, USING AND DISPOSAL #1

6 Novembro 2024, 11:00 • Inês de Albuquerque Tomás Mateus

> Consumer Decision-Making: Cognitive, Habitual, & Affective categories.
> Cognitive process: Awareness, Appeal, Ask, Act, Advocate.
> Influencing factors: Hyperchoice, budget, price/quality, scarcity, brand familiarity, country of origin.

W6 | ATTITUDES AND PERSUASIVE COMMUNICATION #2

30 Outubro 2024, 16:00 • Inês de Albuquerque Tomás Mateus

Check summary below.

W6 | ATTITUDES AND PERSUASIVE COMMUNICATION #1

30 Outubro 2024, 14:30 • Inês de Albuquerque Tomás Mateus

Check summary below.

W6 | ATTITUDES AND PERSUASIVE COMMUNICATION #2

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.

W6 | ATTITUDES AND PERSUASIVE COMMUNICATION #1

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