1. Attitude change strategy Your attitude change strategy describes what you plan to communicate. In this section, you will need to select: ?a. One or more beliefs (that is, attitudes or consequences; see Week 4 class) from your Assignment 1 hierarchical value map to target in your TV advertisement. b. One or more attitude change strategies that you will be applying to this target belief (or beliefs). As outlined in the Week 4 class, potential attitude change strategies include: o Reinforcing an existing belief. o Changing the evaluation of an existing belief. o Adding a new belief.

As part of this section, you will also need to explain why you selected this combination of belief (or beliefs) and attitude change strategy (or strategies).

V: Hedonism V: Self-direction V: Universalism V: Security V: Security (action) (nature) (societal) (personal) Int 1 Int 1 Int 2 Int 1 Int 3 Int 2 Int 4 Int 4 Int 3 Int 3 Int 4 Int 1 C: Allow other C: Limit other C: Maintain normal C: Keep community purchases purchases lifestyle safe Int 2 Int 3 Int 4 Int 1 C: Pay off battery Int 1 Int 2 C: Reduce carbon quicker // earn money Int 4 Int 4 emissions Int 2 Int 1 Int 3 Int 3 Int 3 Int 4 A: Trade stored A: Solar panels and A: Reduce household A: Supply 'green' A: Reduce community power to the grid batteries are costly* blackouts* power to the grid blackouts