Solomon Ch - 8 Revised

Solomon Ch - 8 Revised - Chapter 8 Attitude Change and...

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8 - 1 Chapter 8 Attitude Change and Interactive Communications By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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8 - 2 Changing Attitudes Through Communication Persuasion: An active attempt to change attitudes Basic psychological principles that influence people to change their minds or comply with a request: Reciprocity Scarcity Authority Consistency Liking Consensus
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8 - 3 The Elements of Communication Communications Model: Specifies that a number of elements are necessary for communication to be achieved. Source: Where the communication originates Message: Content of the message itself Receivers: Interpret the message Feedback: Must be received by the source
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8 - 4 An Updated View: Interactive Communications Permission Marketing: Based on the idea that a marketer will be more successful in persuading consumers who have agreed to let him or her try. Uses and Gratifications Theory: Argues that consumers are an active, goal-directed audience that draws on mass media as a resource to satisfy needs. Levels of Interactive Response First-order response: A product offer that directly yields a transaction. Second-order response: Customer feedback in response to a marketing message that is not in the form of a transaction.
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8 - 5 The Source Source effects: A message will have different effects if communicated by a different source. Two important source characteristics: Credibility and Attractiveness Source credibility: A source’s perceived expertise, objectivity, or trustworthiness.
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8 - 6 The Source (cont.) Building Credibility:
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Solomon Ch - 8 Revised - Chapter 8 Attitude Change and...

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