Part15=ELM and FCB - Lecture Part 15 Involvement and...

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Lecture Part 15 Involvement and Persuasive Communication: The Elaboration Likelihood Model (ELM) and The Foote, Cone and Belding (FCB) Model I. The Elaboration Likelihood Model Diagram 1
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A. Key Concept: There are Two Routes to Persuasion (See Exhibit 17.3) 1. High Involvement: Beliefs change attitudes and changed attitudes lead to new behavior (“________________________ route”) 2. Low Involvement: Beliefs lead to new behavior and new behavior may lead to a small change in feelings. (“________________________ route”) B. “Hierarchies of Effects” 1. High involvement (LEARN - - FEEL - - DO ) Important Strong Beliefs - - - - -. Feelings - - - - - . Actions This is the “________________________ of effects” in the high involvement or “central route to persuasion”. The “DAGMAR” method of communications assumes that beliefs are followed by feelings which come before the purchase. This means that DAGMAR is only applicable to high ___________________ products. 2.
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This note was uploaded on 04/05/2011 for the course MGT 331 taught by Professor Somebitch during the Winter '07 term at Grand Valley State University.

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Part15=ELM and FCB - Lecture Part 15 Involvement and...

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