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Marketing 260 Attitude Change & Interactive Communications

Marketing 260 Attitude Change & Interactive Communications. With Duane Weaver. Can Reality be a ffected by e ffecting Perception?. Outline. Focus on Persuasion - defined The Communications Model Communication/Noise/Feedback Exercises Interactive Communication Model Message Elements

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Marketing 260 Attitude Change & Interactive Communications

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  1. Marketing 260Attitude Change & Interactive Communications With Duane Weaver Can Reality be affected by effecting Perception?

  2. Outline • Focus on Persuasion - defined • The Communications Model • Communication/Noise/Feedback Exercises • Interactive Communication Model • Message Elements • Message Appeals • Mid-Term Overview

  3. Focus on Persuasion “An active attempt to change attitudes.” Solomon, Zaichowsky, Polegato, 3rd edition, p. 217. • Is this manipulation? • Is this coercion? • When is it not? • How do you know if an attitude has truly changed?

  4. Source Message Medium Receiver Feedback Feedback The Communications Model NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO NO NOISE NOISE NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NOISE NOISE NOISE NOISE NO NOISE NOISE NO Encoding Transmission Decoding

  5. Exercise 1 • Scenario One: • Sender and Receive are back to backNO FEEDBACK • Observers take notes of what you observe happening to both Sender/Receiver/and End Result=Output • Observers should not participate nor give any signals • Sender • Communicates what they see…cannot ask questions • Receiver • Draws what they receive…no noises, no feedback, no replies, no questions, no fidgeting.

  6. Exercise 2 • New Sender, New Receiver (Scenario 2) • Sender/Receiver are Back to Back • Sender can ask for feedback whenever they like…sender must communicate what to draw. • Receiver can only respond when asked (no noises otherwise)…Receiver must draw what they are told. • OBSERVERS take notes

  7. Exercise 3 • Scenario 3, new sender and receiver • Sender and Receiver Face each other • Sender communicates what to draw and can ask any questions they want • Receiver draws and can ask for any feedback they need. • The Sender and Receiver must still “hide what they see and draw from each other” • OBSERVERS observe

  8. The Interactive Communication Model Sender Communication Medium (e.g. Internet) Receiver

  9. Message Elements Words vs. Pictures Vividness Message as a Metaphor Factors Affecting Persuasiveness Type of Appeal Repetition Argument

  10. Message Appeals Emotional vs. Rational • Emotional: creates a bond • Hallmark • Rational: focuses on results • Tide Sex Appeal • Draws attention • Most effective when product is related to sex • Condoms, perfume

  11. Message Appeals Humour Appeal • Draws attention, but can overpower the message • Cultural issues; can be offensive • Campaigns must be updated (kept fresh) Fear Appeal • Must be used in moderation • Relationship between fear and attitude change • Inverted U Shapenonmonotonic

  12. Thanks! • Those who would like to stay: We will briefly review mid-term expectations • Everyone else… See you later… • study… • relax… • and see you for the mid-term next class!

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