Management and Organizational Studies 3321F/G Chapter 8: CHAPTER RECAP

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

Document Summary

Persuasion: effectiveness of marketing communications to change attitudes. Communications: transmission of a message from a sender to a receiver. Three functions of communication: information marketers try to inform the consumer, persuede try to persuade the consumer to use the product, remind remind the consumer that they are still top alternative. Different because the consumer can be the sender or the receiver and the company can be the sender and the receiver. Consumer develop knowledge about persuasion and use this knowledge to cope with persuasive attempts. Exchange between the consumer and persuasion agent is a two way interaction. Formal source: commercial or marketer related sources, not for profit organization. Informal sources have a strong influence because the sender does not gain tangible benefit. Not for profit sources have more credit than for for profit. Publicity: messages from famous people are more trusted. Famous faces capture attention and are processed more efficiently by the brain.