Management and Organizational Studies 3321F/G Chapter Notes - Chapter 8: Cognitive Load, Corporate Social Responsibility, Ice Bucket Challenge

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

3321 chapter 8 notes: attitude change and interactive communications changing attitudes through communication. Persuasion: an active attempt to change attitudes. Permission marketing: based on the idea that a marketer will be much more successful trying to persuade consumers who have opted into its messages. The traditional model was developed to u(cid:374)dersta(cid:374)d (cid:373)ass (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374) (cid:271)ut does(cid:374)"t (cid:449)ork too well now that we can narrow cast to small groups of consumers communication process now. We are more partners in the: when the consumer interacts with the marketer to influence the product, service, ot outcome that is created, called consumer co-creation, when the marketer allows consumers to customize its products. The increasing role of the consumer: real time marketing: involves marketing activates that leverage up to date and currently occurring events. The source of the message can have a big impact on if it will be accepted.