MKTG2238 Chapter Notes - Chapter 7: Master Sergeant, Classical Conditioning
Document Summary
Impt persuasion factors from persuadee"s perspective: msg arguments. Consumers are much more likely to be persuaded by convincing & believable msgs: esp in high involvement. Using images in ads instead of facts: convey emotions, peripheral cues. Background music, attractive sources, scenery & graphics: receiver involvement. Highly involved consumers >> more motivated to process msg arguments: receiver initial position. Support arguments: when receiver agrees w msg argument. Counterarguments: when receiver challenges msg claims: comm modality. Mode of communication i. e. tv, radio, social media / magazines etc. Likable communicator = more persuasive via broadcast media. Unlikable communicator = more persuasive if written. Restricted when msg is presented too quickly, sound is too low or indv is distracted: ability: concerns whethr a person is familiar w/ msg claims & has necessary skills to comprehend them, central route. Receiver will acknowledge brand"s attributes & benefits but won"t necessarily accept them at face value. Motivated to acquire info abt product cat.
