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RSM225H1 (70)
Lecture

CH.8 ATTITUDE CHANGE AND INTERACTIVE COMMUNICATIONS.docx

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Department
Rotman Commerce
Course
RSM225H1
Professor
Malcolm Mac Kinnon
Semester
Fall

Description
CH.8 ATTITUDE CHANGE AND INTERACTIVE COMMUNICATIONS Permission marketing: idea that a marketer will be more successful trying to persuade consumers who have opted into their messages Uses and gratifications theory: consumers are an active, goal-directed audience that draws on mass media as a resource to satisfy needs (they ask what people do with their media) Source credibility: source’s perceived expertise, objectivity Sleeper effect: after a while, people ‘forget’ about (-) source and wind up changing their attitudes Corporate paradox: the more involved a company appears to be in the dissemination of news about its products, the less credible it becomes Source attractiveness: source’s perceived social value Halo effect: when individuals who are rated highly on one dimension are assumed to excel on others as well (good-looking people are assumed to be smarter, cooler or happier) Visual images allow the receiver to chunk information at the time of encoding, and chunking results in a stronger memory trace Two-factory theory: two separate psychological pro
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