03-25-2009 - Lecture ATTITUDE CHANGE Persuasion active...

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Lecture: March 25, 2009 ATTITUDE CHANGE Persuasion active attempt to change attitude o Reciprocity o Scarcity o Authority o Consistency o Liking o Consensus ELEMENTS OF COMMUNICATION Key questions when crafting persuasive communication o Who would be best source of message o Howshould message be constructed o What media should be used to construct message o What characteristics might influence the ad’s acceptance Traditional communications model: Source message Medium consumer *feedback is given from consumer to source Updated coomunications model: Sender communication medium receiver RESPONSE TYPES First order response: a product offer that yields a transaction Second order response: customer feedback in response to a marketing message Two very important source characteristics are credibility and attractiveness
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Same words uttered by different ppl can have a very different effect Source credibility: refers to a source’s perceived expertise, objectivity, ,or trust-
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This note was uploaded on 04/26/2009 for the course ADV 319 taught by Professor Kaseyfarriswindels during the Spring '07 term at University of Texas.

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03-25-2009 - Lecture ATTITUDE CHANGE Persuasion active...

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