CHAPTER 11
1.1.1 Multiattribute Attitude Model
1.2.1 SAM and adSAM®
1.3.1 Direct versus Indirect Approach
2.1 Change the Cognitive Component
2.1.2 Shift Importance
2.1.4 Change Ideal
2.2.1 Classical Conditioning
2.2.3 Mere Exposure
2.3 Change the Behavioral Component
3.2 Consumer Resistance to Persuasion
4.1 Source Characteristics
4.1.2 Celebrity Sources
4.2 Appeal Characteristics
4.2.2 Humorous Appeals
4.2.4 Emotional Appeals
4.3 Message Structure Characteristics
4.3.2 Positive versus Negative Framing
4.3.3 Nonverbal Components