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Lesson 7b
Attitude Change
and Persuasion
Overview:This chapter
discusses how our attitudes - our evaluations of all these products,
messages, and so on - are formed and (sometimes) changed by marketers, and
how we as individual consumers engage in our ongoing dialogue with these
businesspeople by virtue of our responses to these messages.
Learning Objectives:
When you finish this chapter you should understand the following:
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The communications model identifies several important components needed
to transmit messages that attempt to change consumers’ attitudes toward
products and services.
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The consumer who processes
such a message is not necessarily the passive receiver of information
marketers once believed him or her to be.
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Consumers’ responses to a
firm’s marketing messages do not necessarily have to take the form of a
purchase to be important or useful to the company.
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Several factors influence
how effective the source of a communication will be.
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The way a message is
structured can exert a big impact on how persuasive it will be.
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Consumer variables help to
determine whether the nature of the source or the message itself will be
relatively more effective in communicating.
Self Assessment of Learning
The results
of the self-assessment quizzes do not count directly in your course grade.
You do not need to send them to me.
Exploring the Web
Websites relating to the
topics covered in this chapter:
www.shoppingblog.com
www.subservientchicken.com
www.skyhighairlines.com
www.slothmore.com
www.comeclean.com
www.alloy.com
www.bolt.com
www.gurl.com
www.japander.com
www.nonda.com
CONGRATULATIONS ON COMPLETING THIS LESSON SUCCESSFULLY! |
