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Feedback: part of the receivers response that is communicated back to the sender. Feedbackcloses the loop in the communication flow and lets the sender monitor how the intendedmessage is being decoded.
The Response ProcessTraditional Response Hierarchy Models Page.92 Models of the response process. Cognitive Processing of CommunicationsThe cognitive response approach Cognitive responses: the thoughts that occur to them while reading, viewing and/or hearing acommunications. See power point diapo 56 for model of cognitive responseProduct/Message Thoughts: The first category of thoughts comprises those directed at theproduct or service and or the claims being made in the communication. Counterarguments: are thoughts the recipient has that are opposed to theposition taken in the message. Support arguments: thoughts that affirm the claims conveyed in the message. Source-oriented Thoughts: a second category of cognitive responses is directed at the source ofthe communication. One of the most important types of responses in this category is sourcederogations or negative thoughts about the spokesperson or organization making the claims. Receivers who react favorably to the source generate favorable thoughts or source bolsters. Ad Execution Thoughts: The third category of cognitive responses consist of the individualsthoughts about the ad itself. They can be either favorable of unfavorable. Attitude to Ad: consumer affective reactions to ads are an effect of cognitive responses,something not included in the previous models. The Elaboration Likelihood Model The ELM explains the process by which persuasive communications (such as ads) lead topersuasion by influencing attitudes. The attitude formation or change process depends on theamount and nature of elaboration, or processing, of relevant information that occurs inresponse to a persuasive message.