RMG 302 Lecture : Attitudes
Document Summary
Communications model: the organ izat ion creates a , message which is transmitted through a , me d i u m that is then decoded by the consumers who send feedback to the. Permission marketing marketer will be much more successful t rying to persuade consumers who"ve 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. M-commerce mobile commerce, marketers promote their goods/services via wireless devices (cells phones, pdas, ipods). Feedback: first-order response direct marketing (catalogues & tv infomercials) are interactive. If successful, they result in an order: second-order response an order is not placed immediately, but feedback is given. Source characteristics: credibility & attractiveness: social acceptance consumers are persuaded by attractive sources. Source credibility source"s perceived expertise, objectivity, or trustworthiness. Sleeper effect when people forget about the negative source and change their attitudes anyway.