Consumer Attitude and Communication
Free online course on the components of consumer attitude as well as the strategies used to change consumer beliefs.Publisher: NPTEL
CertificationView course modules
In this course, you will learn about the consumer attitude as well as the cognitive component of consumer attitude. Then, the course will also teach you about strategies a marketer can use to change consumer beliefs, and also the Fishbein model. The belief-importance model as well as the behaviour component of consumer attitude will also be covered in the course.
The course will also teach the learner about communication effects and how the hierarchy-of-effects models influences a consumer's decision to purchase. Then, the course will also teach about how the integrated information-response model can be use to influence consumer decision. Lastly, the extended dual mediation model as well as the elaboration likelihood model will also be covered in the course.
This course will help learners who are interested in learning about the cognitive, behaviour and emotive components of consumer attitude. It will also provide important information on various models that can be used to influence a consumer's decision. Begin this course now to learn about the various strategies to change consumer beliefs.Start Course Now
Consumer Attitude - Learning Outcomes
Attitude and Attitude Change I
Attitude and Attitude Change II
Consumer Attitude - Lesson Summary
Marketing Communications - Learning Outcomes
Communication and Persuasion I
Communication and Persuasion II
Marketing Communications - Lesson Summary
Having completed this course, you should be able to:
- Discuss strategies to change consumer beliefs.
- Examine the cognitive and emotive components of attitude.
- Identify the levels of specificity of affect.
- Discuss how to use the Fishbein model to change affective responses.
- Examine the theory of reasoned action and the theory.
- Examine the concept of communication effects.
- Discuss the hierarchy-of-effects, and integrated information-response models.
- Discuss the extended dual mediation, and elaboration likelihood models.
- Examine source credibility and source attractiveness.
- Identify how to use comparative messages and message execution.
All Alison courses are free to enrol, study and complete. To successfully complete this Certificate course and become an Alison Graduate, you need to achieve 80% or higher in each course assessment. Once you have completed this Certificate course, you have the option to acquire an official Certificate, which is a great way to share your achievement with the world. Your Alison Certificate is:
Ideal for sharing with potential employers - include it in your CV, professional social media profiles and job applications
An indication of your commitment to continuously learn, upskill and achieve high results
An incentive for you to continue empowering yourself through lifelong learning
Alison offers 3 types of Certificates for completed Certificate courses:
Digital Certificate - a downloadable Certificate in PDF format, immediately available to you when you complete your purchase
Certificate - a physical version of your officially branded and security-marked Certificate, posted to you with FREE shipping
Framed Certificate - a physical version of your officially branded and security-marked Certificate in a stylish frame, posted to you with FREE shipping
All Certificates are available to purchase through the Alison Shop. For more information on purchasing Alison Certificates, please visit our FAQs. If you decide not to purchase your Alison Certificate, you can still demonstrate your achievement by sharing your Learner Record or Learner Achievement Verification, both of which are accessible from your Dashboard. For more details on our Certificate pricing, please visit our Pricing Page.