communication and cb (6)

communication and cb (6) - CHAPTER 9 Communication and...

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Communication and Consumer Behavior 1. Key Concepts Feedback Interpersonal communication Impersonal communication Explain the differences between feedback from interpersonal communications and feedback from impersonal communications. How can the marketer obtain and use each kind of feedback? 2. Key Concepts Psychological barriers Psychological noise List and discuss the effects of psychological barriers on the communications process. What strategies can a marketer use to overcome psychological noise? 3. Key Concepts Credibility Formal communication sources Informal communication sources List and discuss factors that determine the credibility of formal communications sources of product information. What factors influence the perceived credibility of an informal communications source? 4. Key Concepts Persuasion Central route Peripheral route Should marketers use more body copy than artwork in print ads? Explain your answer. 16
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communication and cb (6) - CHAPTER 9 Communication and...

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