亿阳融智-和利时—交通信息事业部总经理职位说明书.doc
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1、Session 3: PERSUASIVE FACTORS Source and Message Factors 1 The Persuasion Matrix Independent variables: The Communications Components SourceMessageChannelReceiverDestination 4 3 2 1 Message presentation Attention Comprehension Yielding Retention Behavior Dependent Variables: Steps in being persuaded
2、 2 The Communication Components 1. Receiver/comprehension Can the receiver comprehend the ad? 2. Channel/presentation Which media will increase presentation? 3. Message/yielding What type of message will create favorable attitudes? 4. Source/attention Who will be effective in getting consumers atten
3、tion? 3 Source Attributes and Receiver Processing Modes Source attributeProcess Internalization Credibility Identification Attractiveness Power Compliance 4 Source Credibility lThe extend to which the source is seen as having: Knowledge Skill Expertise lAnd the information is seen to be: Trustworthy
4、 Unbiased Objective 5 Source Attractiveness lSimilarity Resemblance between the source and recipient of the message lFamiliarity Knowledge of the source through repeated or prolonged exposure lLikability Affection for the source resulting from physical appearance, behavior, or other personal traits
5、6 Source Power lSource administers rewards and punishments to the receiver lSource is more frequently used in personal selling. 7 The Use of Celebrities lEndorsements The celebrity, whether an expert or not, merely agrees to the use of his or her name and image in the promotion for the product. lTes
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