Changing Attitudes

Thomas Hörner ()

Chapter Chapter 4 in Advertising Impact and Controlling in Content Marketing, 2023, pp 71-80 from Springer

Abstract: Abstract Marketing and content marketing are supposed to change attitudes. An important theoretical framework for such a change in attitude is the Elaboration Likelihood Model (ELM), which is widely used in psychology, as well as the Heuristic Systematic Model (HSM), which is similar to the ELM. Both assume that attitudes are formed and changed on the one hand by active thinking (conscious cognitive processing of communication content), but also by processes with little cognitive activity (often unconsciously). Thus, these models provide an important psychological basis for how content marketing can achieve its advertising effect.

Date: 2023
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DOI: 10.1007/978-3-658-40551-9_4

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