Using an Exemplar to Teach Attitudinal Formation,Attitudinal Change and Consumer Defense Mechanisms: The Motel Selection Problem

Abstract

This teaching innovation addresses the complexity of introducing attitudinal formation and attitudinal change to students in advertising courses. It does so by using an exemplar framework that students can relate to: the motel selection process. The exemplar creates a lively discussion of choice criteria and serves as a framework to establish an attitude toward Motel 6. Once established, negative information is introduced to alter beliefs and to depict attitudinal change. Motel 6's response is presented and possible impediments to belief alterations are introduced through selective perception and perceptual bias. The exercise can be engaging and enjoyable for students.