Chapter 8 pgs311-313 - Chapter 8 pg 311-313 T H E SOURCE...

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Chapter 8: pg. 311-313 THE SOURCE VERSUS THE MESSAGE: SELL THE STEAK OF THE SIZZLE? Every situation is different on whether the marketer should focus on what is said or how it’s said and who says it o Consumers level of involvement determines which cognitive process will be activated when he/she receives a message THE ELABORATION LIKELIHOOD MODEL Elaboration likelihood model (ELM)- assumes that once a consumer receives a message she begins to process it. o will follow one two routes under high involvement conditions central route to persuasion under low involvement conditions peripheral route to persuasion High involvement processing cognitive reponses belief & attitude change behavior change communication attention & comprehension Low involvement processing belief change behavior change attitude change CENTRAL ROUTE TO PERSUASION when a consumer finds info in a persuasive message to be relevant/interesting
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