Management and Organizational Studies 1021A/B Chapter Notes - Chapter 8: Podcast, Habituation, Undressed

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Vicki Olds

Document Summary

Chapter 8 attitude change and interactive communications. Lines between marketing info and entertainment blurring neg (undermine self-esteem) Consumer interactivity: active consumers who share opinions freely shape key marketing decisions, customer co-creation consumer interacts w/ marketer to influence p/s/outcome, giving consumers ways to customize product leads to innovation & consumer engagement. Who"s in charge of the remote: people proactive partners in comm. Input shapes msgs they and others like to receive and seek out msgs: remote control early signs of comm. revolution input in what to watch and when. Building credibility: credibility enhanced if source"s qualifications perceived as relevant to product endorsed and helps overcome other objections about endorser/product, what is credible to one consumer segment may turnoff another (tommy, rebel image w/ Source biases: belief about product"s attributes weakened if source bias in presenting info, knowledge bias source"s knowledge about topic not accurate, reporting bias source has required knowledge but willingness to convey is compromised.