Management and Organizational Studies 3321F/G Lecture Notes - Lecture 6: Communication Source, Cognitive Load, Comparative Advertising

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

Document Summary

The elements of communication: ex: alexa loses her voice super bowl ad , what"s the message: This model is pretty old the model changed. *consumer role has changed a lot because we have a more. Uses and gratification: consumers are active, goal directed and draw on mass media to satisfy needs, media compete with other sources of entertainment and info, advertising: entertainment, escaping, play, self-affirmation, media play both negative and positive roles. Communication source: sources, formal source: commercial or marketer-related sources, not-for- profit organization. Impersonal, neutral sources: celebrities, source effects: same words by different people can have very different meanings, what makes a good source, source credibility: the apparent honesty and objectivity of the source of communication. Credible source is persuasive when consumer has formed opinion about product. Endorsement contract = large profits: source attractiveness: the source"s perceived social value.