Well, we certainly covered a lot of ground in this module on attitudes and persuasive communications. So let's just quickly review the major topics that we discussed. First, we saw that your customers form attitudes toward your brand and those of your competitors, much like they do toward other people. So it's important for you to think of your brand as a person and be as proactive as possible in making it the kind of person you want it to be. There are several important components you need to consider when you try to change consumers attitudes toward your products and services. And keep in mind that attitudes are a pretty complex structure.
They're composed of feelings, thoughts, and behaviors. We saw that several factors influence the effectiveness Have a message source. The most important ones are credibility and attractiveness. The way you structure your message determines how persuasive it will be. And that includes not only how you word the message, but how you frame your arguments. For example, do you just provide supportive arguments?
Or do you anticipate negative feelings about the brand and acknowledge those in your message? And finally, we saw that the specific type of appeal a message uses influences how your customers respond to you. We reviewed several commonly used types of appeal such as sex, fear, and humor, and I stress the importance of being sure that your message is appropriate for your audience. Not just what you think is good, but what your audience will perceive to be effective and appropriate. And more generally, we talked about the elaboration likelihood model, and what I call the paradox of low involvement. Which means that Ironically, the less important your product to your customers, the more important it is that you focus on some of the selling features of that product such as the design of the product and who endorses it and what you say about it because the peripheral route to persuasion usually means that consumers are not going to focus so much on the content of the message, and a lot of facts and information about the product, but rather the way the messages said who were almost to the finish line in this course.
Our next module is number seven decision making