态度改变和交互式通讯（英文）.ppt

Chapter 8
Attitude Change and munications
CONSUMER BEHAVIOR
Fourth Edition
Michael R. Solomon
Persuasion and PersuasiveMessages
Persuasion is an Active Attempt to Change Attitudes. To Develop Persuasive Messages that Might Change Attitudes, Several Questions Must Be Answered:
Who Will be Featured in the Ad?
How Should the Message be Constructed?
What Media Should Transmit the Message?
What Characteristics of the Target Market
Might Influence the Ad’s Acceptance?
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munications Model
Consumer
Consumer
Consumer
Consumer
Consumer
Medium
Message
Organization
FEEDBACK
Uses and Gratifications
Uses and Gratifications Theory
Consumers constitute an active, goal-directed audience that draws on mass media as a resource to satisfy needs.
Emphasizes that pete with other sources to satisfy needs, and these needs include diversion and entertainment, as well as information.
Consumers are playing a more proactive role, more like a partner, in munications process. They may actually seek out messages.
munications Model
Receiver
Receiver
Receiver
Communication Medium
Sender
Sender
Sender
The munications Model Takes Into Consideration That (1) Consumers Have Many More Choices Available to Them, and (2) Greater Contr