MKTG90008 Chap.6 Attitudes and Persuasion

Attitudes and Persuasion

Attitudes and Persuasion frames a decision through attitude components, elaboration route and source and message effects.

The objective is to design a persuasion strategy around involvement and ability to process, so the chapter should be read as a chain from problem definition to evidence, option comparison and accountable action.

Start with attitude components and name the decision owner, affected stakeholders and time horizon.

The same fact can matter differently across those positions, so the opening frame determines which evidence is relevant.

Use elaboration route to explain how the present condition produces an opportunity, cost or risk. A strong mechanism states what changes, for whom and through which organisational, market or institutional process.

Apply source and message effects when comparing options.

Keep criteria distinct, test trade-offs and ask which assumption drives the recommendation. A score or matrix only helps when its criteria are justified by the case.

For the application — design a persuasion strategy around involvement and ability to process — finish with an actor, action, rationale and review trigger.

This turns analysis into a recommendation while keeping the decision open to new evidence.

Build a decision ledger for Attitudes and Persuasion. Separate the current condition, the stakeholder affected, the evidence supporting attitude components, the mechanism represented by elaboration route and the criterion supplied by source and message effects.

If a recommendation cannot point back to one of those entries, it is probably preference dressed as analysis rather than a consequence of the case.

Compare at least two feasible options against the same criteria. State who benefits, who bears cost or risk, what capability implementation requires and what evidence would reveal failure.

This comparison is essential when students need to design a persuasion strategy around involvement and ability to process, because an attractive option is not yet a defensible choice until its trade-offs are made visible.

Rehearse the MKTG90008 response as a short briefing: one sentence for the decision, two for the evidence and mechanism, one for the alternative and one for the qualified recommendation.

Then expand only the move that needs more support. This protects the argument structure when a report, presentation or timed case imposes a strict word or time limit.

A complete Attitudes and Persuasion response should make the task visible before the detail: identify what must be decided, define the relevant terms, connect the evidence to elaboration route, and use source and message effects to test the result.

The final sentence should answer the question actually asked rather than merely repeat the topic.

The controlling limit is specific: Attitude change does not always translate directly into behaviour.

Keep that limit beside the worked example, because it separates a careful MKTG90008 answer from one that sounds confident but claims more than the task or evidence supports.

For revision, retrieve attitude components, elaboration route and source and message effects without notes, explain their relationship aloud, then complete a changed version of the application: design a persuasion strategy around involvement and ability to process.

Record the first point at which your reasoning fails and repair that move before attempting another case.

What this chapter covers

• 01

  attitude components

• 02

  elaboration route

• 03

  source and message effects

• 04

  Applying attitude components

• 05

  Limits of elaboration route and source and message effects

Worked example: Attitudes and Persuasion

Key terms

Elaboration Likelihood Model (Petty & Cacioppo, 1986)

The Elaboration Likelihood Model predicts central-route persuasion through effortful argument evaluation when motivation and ability are high, and peripheral-route persuasion through cues when elaboration is low. In this chapter, use the concept when you design a persuasion strategy around involvement and ability to process.

MAO model

The MAO model explains whether consumer behaviour is likely by assessing Motivation to act, Ability to process or perform, and Opportunity provided by the situation. In this chapter, use the concept when you design a persuasion strategy around involvement and ability to process.

Felt involvement (Zaichkowsky, 1985)

Felt involvement is the personal relevance or importance a consumer experiences toward an object or decision; it may be enduring or situational and cognitive or affective. In this chapter, use the concept when you design a persuasion strategy around involvement and ability to process.

Attitudes and Persuasion FAQ

Exam move

Reconstruct the relationship among attitude components, elaboration route and source and message effects; complete the chapter application without notes; then test the result against this limit: Attitude change does not always translate directly into behaviour.

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