6. Develop a consistency model of attitude change that would predict the changed attitude toward Jell-0 knowing

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6. Develop a consistency model of attitude change that would predict the changed attitude toward Jell-0 knowing the existing attitude on a -5 (strongly dislike) to zero (neutral) to +5 (strongly like) scale; the existing attitude toward Cosby as the source, also on a -5 to +5 scale; and the link between the source and the brand on a 0 (weak link) to +5 (strong link) scale.

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Advertising Management

ISBN: 199027

5th Edition

Authors: David A. Aaker

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