attitude change-communication

attitude change-communication - CHAPTER 8 ATTITUDE CHANGE...

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CHAPTER OBJECTIVES When students have finished reading this chapter, they should understand why: The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services. The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be. Several factors influence a message source’s effectiveness. The way a marketer structures his message determines how persuasive it will be. Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective. CHAPTER SUMMARY This chapter focuses on how the marketer can attempt to change attitudes through persuasive and interactive communications. In fact, persuasion refers to an attempt to change attitudes. To begin this process of change, a good place to start is in understanding communication models . A standard model is presented along with ramifications for changing attitudes. Parts of this model include a source, message, medium, receiver, and feedback. Although the traditional communications model is acceptable, it does not tell the whole story as far as consumer behavior is concerned. Consumers have more choices than ever and much more control over which messages they will choose to process. Marketers must keep pace with the 195 ATTITUDE CHANGE AND INTERACTIVE COMMUNICATIONS C H A P T E R 8
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Section 2: Consumers as Individuals rapidly changing communication environment if they wish to reach consumers with their messages and ideas. Regardless of how or to what extent the consumer receives the message, source effects are an important variable to be considered by the marketer and advertiser. Under most conditions, the source of a message will have a big impact on the likelihood the message will be accepted. Two particularly important source characteristics are discussed—source credibility and attractiveness . The study of attractiveness is particularly interesting given the dramatic increase in the usage of celebrities to endorse products. Pros and cons of this approach are reviewed. Characteristics of the message itself help to determine its impact on attitudes. Some elements of a message that help to determine its effectiveness are whether it is conveyed in words or pictures, how often the message is repeated, whether an emotional or rational appeal is employed, the frequency with which it is repeated, whether a conclusion is drawn, whether both sides of the argument are presented, and whether the message includes fear, humor, or sexual references. Each of these elements is reviewed in this chapter.
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attitude change-communication - CHAPTER 8 ATTITUDE CHANGE...

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