Management and Organizational Studies 3321F/G Chapter Notes - Chapter 8: Corporate Social Responsibility, Video Blog, Physical Attractiveness
28 Aug 2016
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Chapter 8 attitude change and interactive communication. As consumers we are constantly bombarded by messages inducing us to change our attitudes. The consumer may seek out information sources to learn more about these options. A person"s choice to access marketing messages on his own terms is changing the way we think about persuasion attempts. Persuasion is the central goal of many marketing attempts. The source of a message helps to determine consumer"s acceptance of it, as well as desire to try the product. Product benefits can be expressed in many ways. Sometimes where something is said can be as important as what is said. Ideally, the attributes of the product should be matched with those of the medium. Marketers and advertisers have traditionally tried to understand how marketing messages change consumer"s attitudes by thinking in terms of the communication model. Communication model specifics that a number of elements are necessary for communication to be achieved.
