Weekly Notes: Week #3 October 5th-9th
Weekly Notes: Week #3 October 5th-9th Comm 2331
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This 3 page Class Notes was uploaded by Megan Hageman on Sunday October 11, 2015. The Class Notes belongs to Comm 2331 at Ohio State University taught by Erik Nisbet in Summer 2015. Since its upload, it has received 17 views. For similar materials see Strategic Communication Principles in Journalism and Mass Communications at Ohio State University.
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Date Created: 10/11/15
COMM 2331 Lecture Notes Week 3 Oct 5th9th Lecture NotesOct 5m MemoryBased Attitude Model attitude toward an object based on one s memories accessibility and the weight of each belief Look at beliefs then importance of beliefs to form an attitude toward the object Purchase Decision largely based on Purchase Intention predisposition to buy a certain brand and Brand L0yatybased on repeated purchases Online Model based on overall impression based on evaluations over time PostDecision Evaluation either the consumer was satis ed or dissatis ed lf dissatis ed there is postdecision dissonance Classical Conditioning Pavlov s dog learning occurs by building relationships between conditional stimulus and a response Operant Conditioning advertising and promotion Behavior negativepositive response l likelihood of using product again Shaping reinforcement of successive acts that lead to a desired behavior pattern product trial free samples coupons External In uences on Consumer Behavior Culture Subculture Social Class Reference group Situationaldeterminants Chapter 5 Notes The Communication Process Source sender of the communication encoding putting thoughts ideas or information into a symbolic form Message contains the information or meaning the source hopes to convey Channel method by which the communication travels from the source to the receiver mass media buzz marketing wordof mouth vira marketingmarketing through the help of individual consumers Receiver the persons with whom the sender shares thoughts and information noise unplanned distortion or interference with the message feedback Response Hierarchy Models 1 AIDA model attention interest desire and action 2 Hierarchy of Effects model awareness knowledge liking preference conviction purchase 3 Innovation Adoption model awareness interest evaluation trial adoonn 4 Information Processing model presentation attention comprehension yielding retention behavior Standard Learning Model consists of learn feel do sequence Dissonance Attribution Model consists of do feel learn sequence Low Involvement Hierarchy learn do feel Cognitive Responses the thoughts that occur to them while reading viewing andor hearing a communication counterarguments vs support arguments source derogationsnegative thoughts about the source ad executionrelated thoughts Elaboration Likelihood Model ELM Central vs Peripheral Processing Central must have the motivation and ability to process the information comprehend and evaluate the message Peripheral based on peripheral cues such as the source s physical attractiveness their expertise the background of the commercial etc Lecture Notes Oct 7 Communication and Consumer Response Communication Create message Interpret message Transmission personal nonpersonal Elicit a response Feedback Encoding advertisingmedia can assign meanings into cultural products that re ects an interpretation of reality Use sounds images music text animation Object l Signsymbol l interpretant back to object Eliciting a Response All models include 3 stages Cognitive Affective Behavioral AIDA model depict stages in the personal selling process Hierarchy of effects model process by which advertising works Innovation adoption modelstages a consumers passes through in the process of adopting a new product Information Processing model process through which a consumer must pass to be in uenced by advertising Models of Response Awareness is key KAB modelsknowledge attitude and behaviors Learning model Kl Al B high involvement high differentiation Affinity model Al Kl B product doing well preexisting pos attitude Rational model Kl Bl A lowinvolvement minimal differentiation Lecture Notes Oct 9th KAB models Grudging Acceptance Model Bl Kl A forced to buy something they don t really need Dissonance Model Bl Al K choosing between two similar products ELM Elaboration Likelihood Model Central Route more cognitive thought emphasis on strong arguments o Takes Motivation and Ability o Difficult to persuade through central route Peripheral Route emphasis on heuristic cues Cognitive Response Model ProductMessage thoughts counterarguments or support arguments SourceOriented Thoughts source derogation or source bolstering Ad Execution Thoughts thoughts about the ad itself or affect attitude toward ad