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CMA chapter 11

Applications Excersise

attitude an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment.
Peripheral Cues influence persuasion under LOW INVOLVEMENT but not HIGH INVOLVEMENT
Central Cues influence persuasion under HIGH INVOLVEMENT but not LOW INVOLVEMENT.
Source Characteristics Represents “who” delivers the message
Appeal Characteristics Represents “how” the message is communicated
Source Credibility Persuasion is easier when the target market views the message source as highly credible
Celebrity Sources can be effective in enhancing attention, attitude toward the ad, trustworthiness, expertise, aspirational aspects, and meaning transfer
Sponsorship often work in much the same manner as using a celebrity endorser
Value-expressive appeals attempt to build a personality for the product or create an image of the product user.
Utilitarian appeals involve informing the consumer of one or more functional benefits that are important to the target market.
Attribute Framing Only a single attribute is the focus of the frame
Goal Framing Message stresses either the positive aspect of performing an act or the negative aspects of not performing the act.
Nonverbal Components can influence attitudes through affect, cognition, or both.
Created by: emvannoy on 2011-10-09

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