Ch08 - Chapter 8 Attitude Change and Interactive Chapter...

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Unformatted text preview: Chapter 8 Attitude Change and Interactive Chapter Communications Communications by Michael R. Solomon Changing Attitudes Through Communication • Persuasion Decisions, Decisions: Tactical Communications Options The Elements of Communication • • • • • • Communication Model Medium Receivers Feedback Changing Attitudes Through Communication An Updated View: Interactive Communications • • • Uses and Gratifications Users and Gratifications Theory • • • • Who’s in Charge of the Remote? Levels of Interactive Response First-Order Response Second-Order Response The Source • Source Effects Source Credibility • • • • • Building Credibility Source Biases Knowledge Bias Reporting Bias The Source Source Attractiveness • • • • • • Source Attractiveness Star Power: Celebrities As Communications Sources Cultural Meanings Match-up Hypothesis Q Rating The Source • • • “What Is Beautiful Is Good” Halo Effect Social Adaptation Perspective The Source • • Credibility Versus Attractiveness Social Risk • • The Sleeper Effect Availability-Valence Hypothesis The Message Characteristics of a Message Itself Help to Determine Its Impact on Attitudes Attitudes Sending the Message • • • Framed Illustration The Message • • Vividness Repetition • Mere Exposure • Habituation • Advertising Wear-Out Two-Factor Theory • The Message Constructing the Argument • • • • • One- Versus Two-sided Arguments Supportive Arguments Two-Sided Message Refutational Arguments The Message • • Drawing Conclusions Comparative Advertising The Message • Types of Message Appeals • Emotional Versus Rational Appeals The Message • Sex Appeals The Message • • Humorous Appeals Distraction The Message • • • • • Fear Appeals The Message As Art Form: Metaphors Be With You Allegory Metaphor Resonance • • • Forms of Story Presentation Drama Versus Lecture Transformational Advertising The Source Versus the Message: Sell the Steak or the Sizzle? • • The Elaboration Likelihood Model (ELM) Peripheral Route • • The Central Route to Persuasion Cognitive Responses The Source Versus the Message: Sell the Steak or the Sizzle? ...
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This note was uploaded on 08/29/2011 for the course MAR 3503 taught by Professor Kim,j during the Summer '08 term at University of Central Florida.

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