BU432 Chapter Notes - Chapter 8: Pk Machine Gun, Comparative Advertising, The Peripheral
Document Summary
Chapter 8 attitude change and interactive communications. Changing attitudes through communication: persuasion involves an active attempt to change attitudes, some basic psychological principles that influence people to change their minds: Reciprocity: people are more likely to give if they receive something first. Scarcity: items become more attractive when they are less available. Authority: we tend to believe an authoritative source much more readily. Consistency: people try not to contradict themselves in terms of what they say and do. Consensus: what others are doing before we decide what to do, desire to fit in. The elements of communication: marketers determine consumers" attitudes in terms of the communications model, which specifies that a number of elements are necessary for communication to be achieved. In this model, a source must choose and encode a message: the message must be transmitted via a medium.
