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Unformatted text preview: • Decision making: buying products/services Writing for Clarity-use symbols, abbrevs and slogans-avoid jargon (trade or technical)-avoid clichés and hype words (stretch credibility)-avoid euphemisms (leaves room for misinterpretation)-avoid discriminatory language Five-Stage Adoption Process 1) awareness 2) interest 3) evaluation 4) trial 5) adoption Factors Influencing Message Adoption-relative advantage: over the idea-compatibility: consistent with values-complexity: ease to understand and use-trial-ability (???): ease to experience on small scale-observability: visible to others...
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- Winter '11
- Goals -third step, -avoid discriminatory language, slogans -avoid jargon, Five-Stage Adoption Process, Adoption -relative advantage