MARK320 Lecture Notes - Lecture 8: Michelin Man, Charmin

• School: University of Alberta
• Department: Marketing
• Course: MARK320
• Professor: utku atkok

Document Summary

Topic 8 - attitude change and interactive communication. Changing attitudes through communication persuasion - effectiveness of marketing communications to change attitudes what in uences people to change their minds or comply? reciprocity, scarcity, authority, consistency, liking, consensus. Elm - assumes that once consumers receive message, they begin to process it. Support for elm variables crucial to the elm: message processing involvement, argument strength, source characteristics high involvement consumers are swayed by powerful arguments low involvement consumers are swayed by source attractiveness and peripheral features. Hype vs. buzz buzz - authentic message generated by customers hype - inauthentic message generated by corporate propaganda stealth buzz building - marketers attempt to create buzz. Source attractiveness source attractiveness - perceived social value of source physical appearance personality social status similarity. Repetition (to change attitudes) repetition can be a double-edged sword bene t of mere exposure vs. habitation primary cause of advertising wear out - too much exposure.