Cognitive Response Theory

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From the cognitive part, it likes an attitude of the consumer behaviour towards the advertising. Cognitive is a processes involved in acquisition and understanding of knowledge about the advertising, beliefs and attitudes, and decision making and also problem solving. They are distinct from emotional and needed processes involved in wanting and intending. It is means the consumer could be understand, attracted and give their response or feedback towards the advertising. A cognitive response is a thought generated in response to persuasive communication (Petty, 1981) and therefore, triggers an attitude change. The way in which a cognitive is response to the effects of attitude, after exposed to persuasive communication, has to do with the way the receiver of the communication to manipulates, elaborates and integrates the information (Greenwald, 1968). When people exposed to information, they relate it to existing thoughts that they already have on the subject. People are more likely to persuade by messages to which they have previously thought optimistically. The cognitive response theory probation to understand the link between the initial response to communication and the attitude change that results. The theory said that a cognitive response influences final attitude and therefore may effect behavior. This factor can be classified as an attitude because of the consumer show their attitude or feeling towards the advertisement that they see on the newspaper. This attitude can be one of the factors to measure the effectiveness of interactive advertising in newspaper.

The second flow is an affective. In this model, affective is divide into two part of consumer behaviour, which is preference and liking. A liking is more to the ra...

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...good (attitude), and when they think their substantial others would like them to carry out the behavior (subjective norm), this particular results in a greater intention (motivations) and they are more prone to do thusly. Within cognitive mind-set, attitudes tend to be recognized as among the major aspects that manual human behaviors. Acknowledging which not all behaviors are below complete voluntary control, the idea of behavioural objectives has been released as an advanced, which moderates the effect of behaviour on behaviors. A behavioural intention displays a person’s decision to do the behavior, and the concept behind presenting the concept is the fact that a decision to interacting a specific behaviour is going to be realized just to the level that the individual is incomplete control associated with performing the actual behaviour ( Ajzen& Fishbein, 1975).

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