4. Apart from the Elaboration Likelihood Model and Balance Theory, choose one other attitude change theory....

4. Apart from the Elaboration Likelihood Model and Balance Theory, choose one other attitude change theory. Use this theory to explain how Under Armour changed/can change consumer attitudes.

Expert Solution

Under armour up until recently was a relatively unknown brand, ones evoked set for sporting wear mainly consisted of Lorna Jane, Nike and Adidas. Marketing strategies have assisted in the formation of positive brand attitudes; Under Armour has paired their brand with media figures impacting the brand personality affecting the way the consumers feel towards their products. Positive association to external mediums such as actors, movies and sporting stars and organisations has enabled Under Armour to form a reputation based off its media personality, rather than performance attributes.

Consumers base their behaviour off popular media icons and by impressionable and popular individuals, people want the latest and greatest sporting wear because Kobe Bryant or Steph Curry have them or are advertised using these products. What stood out to me was Dwayne Johnson aka The Rock in the latest fast and the furious movie. The Rock is renowned for wrestling and his appearances in many action-based movies, throughout the entire fast in the furious movie he wore an Under Armour shirt, approximately 3 sizes too small, regardless this positioning of their brand on an internationally recognized and respected actor in a movie with wide scale global exposure produces the credibility necessary to shift consumer beliefs. With a brand with limited current perceptions as it is new, there is a shift from no attitude to some attitude as a result of learning and in this case, consumers have seen the celebrity endorsements which lead them to believe the product is reputable rather than base their perceptions on first-hand experiences.

5 years ago i had no idea what this brand was and when a first saw it on the shelves it had no credibility or value in my mind. Over years of exposure my attitude towards this brand has grown, this has greatly been achieved through classical conditioning being the brand paired with popular media icons and complex cognitive processes which are those influences that have dictated my behaviours and acceptance of this brand based on my appreciation and respect for those media figures.

The S-O-R theory is used to explain consumers' attitude and buying intention influenced by congruent/incongruent advertisements and positive/negative publicity. The balance theory is used to explain relationships among celebrity, publicity, and consumers' attitude and buying intention.

Rahul Sunny answered 2 years ago

Review the material in chapter 6 on the Elaboration Likelihood Model. The Elaboration Likelihood Model suggests...

Review the material in chapter 6 on the Elaboration Likelihood Model. The Elaboration Likelihood Model suggests that there are two ways to persuade people: the central route and the peripheral route. Pretend you work for an advertising agency. You must design two ads for a new candy bar: one that will appeal to those people in the peripheral route and one that will appeal to those in the central route. Write a brief essay in which you explain the ads...

Social Judgement Theory VS Elaboration Likelihood Model Which theory best explains how we are convinced to...

Social Judgement Theory VS Elaboration Likelihood Model Which theory best explains how we are convinced to change our thoughts/behaviors?

What is the Elaboration Likelihood Model and explanation of factors that impact the following: Source message,...

What is the Elaboration Likelihood Model and explanation of factors that impact the following: Source message, audience, processing strategy, route, persuasion

Describe one attitude-change strategy that could be suggested by the results of a study of consumer...

Describe one attitude-change strategy that could be suggested by the results of a study of consumer behavior using multi-attribute attitude models. If possible please provide an example of an advertising campaign that uses this strategy.

1. One of the multiattribute models is the attitude-toward- behavior model. Explain the model and give an example.

1. One of the multiattribute models is the attitude-toward- behavior model. Explain the model and give an example.2. What is cognitive dissonance and when does it happen?3. Why is humor used so frequently in advertisements? In your response, include evidence from research studies on using humor in advertising.

Choose a model (from list below), then choose a topic using that model to create an...

Choose a model (from list below), then choose a topic using that model to create an infographic that presents that topic. For example: You want to present healthy eating to a group of senior citizens. What model would best fit that group for communicating healthy eating? Using the steps of the model create an infographic for seniors on healthy eating. Pender’s Health Promotion Model Prochaska & DiClemente’s Transtheoretical Model of Behavior Change Bandura’s Social Cognitive Theory Leavell & Clark’s Primary,...

Explain how the Transtheoretical Model of Change, also known as Stages of Change Theory can be...

Explain how the Transtheoretical Model of Change, also known as Stages of Change Theory can be used to help an obese client who desires weight loss. Explain the different stages of change, and where in these stages you might used the Health Belief Model to help move a person from resistance, to contemplation, to action.

How can and why might we want to change consumer attitudes? Use the multi-attribute attitude model...

How can and why might we want to change consumer attitudes? Use the multi-attribute attitude model to demonstrate how you could change consumer attitudes for your IMC client.

There are six major theories of socialization. Choose one theory: • Define the theory in your...

There are six major theories of socialization. Choose one theory: • Define the theory in your own words and provide a real world example of your own • What does this theory teach us about socialization? • Using the viewpoint or perspective of this theory, what role does the media play in our lives? What role does the media play in shaping our personalities?

a) Apart from concluding a contract in writing, which other methods are used to conclude a...

a) Apart from concluding a contract in writing, which other methods are used to conclude a contract? b) Set out the two Parties involved in a contract of employment. c) What functions would a notary public effect in a contract of sale? (1 Mark) d)Setting out examples, identify the differences between duress and undue influence. e)Set out two instances which would qualify to be misrepresentation in a contract. f) Temba is cohabitating with his girlfriend Liza, on the 12th of...

Question