BUS 347 Chapter Notes - Chapter 8: Derogation, Anthropomorphism, Elaboration Likelihood Model
10 Oct 2018
School
Department
Course
Professor
Document Summary
Chapter 8 attitude change and interactive communications. Persuasion: involves an active attempt to change attitudes. Psychological principles that influence people to change their minds or comply with a request. Reciprocity: people are more likely to give if they receive something first. Scarcity: items become more attractive when they are less available. Authority: we tend to believe an authoritative source much more readily. Consistency: people try not to contradict themselves in what they do and say about an issue. Consensus: we often take into account what others are doing before we decide what to do. Communications model: specifies that a number of elements are necessary for communications to be achieved. A source must encode a message = initiate transfer of meaning by choosing the appropriate symbolic images that represent this meaning. The message must be transmitted through a medium (tv, social media, magazines etc)
