MCS 2600 Lecture Notes - Lecture 11: Hitech, Memetics, Multiple Choice

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Midterm wednesday february 11th 2015: majority on chapters *3-9. Learning: 85 multiple choice (key terms, 15 marks of short answer powerpoint slides. Basic communication process model: sender message channel (medium) receiver (consumer) decodes. The source as the initiator: formal communication source: marketer or organization. Informal source: a parent, friend or other consumer. The source: impersonal and interpersonal communications: source credibility: a source"s persuasive impact, stemming from its perceived expertise, trustworthiness, and believability, reference groups considered very creditable sources. Normative: influences your norms, attitudes and values through direct interaction. Examples of your normative reference groups include your parents, siblings, teachers, peers, associates and friends. Comparative: is a group of individuals whom you compare yourself against and may strive to be like. Examples include celebrities and heroes; set a benchmark for a more narrow category of lifestyle, people in a fraternity or resident can influence. Membership: one to which a person belongs or qualifies for membership.