RSM353H1 Lecture Notes - Fear Appeal, Master Sergeant, Permission Marketing

60 views1 pages

Document Summary

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) 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. 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.

Get access

Grade+20% off
$8 USD/m$10 USD/m
Billed $96 USD annually
Grade+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
40 Verified Answers
Class+
$8 USD/m
Billed $96 USD annually
Class+
Homework Help
Study Guides
Textbook Solutions
Class Notes
Textbook Notes
Booster Class
30 Verified Answers

Related Documents