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Source attractiveness - PowerPoint PPT Presentation

Chapter 8

Chapter 8 Attitude Change and Interactive Communications Persuasion and Persuasive Messages 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?

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Attitudes

Attitudes. Chapter 7. Attitudes. What are attitudes? ABC approach Functions of Attitudes Utilitarian Knowledge Value-expressive Ego defensive. Source: http://www.dearinternet.net. Hierarchy of Effects. High-involvement Belief ? Affect ? Behavior Low-involvement

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Source attractiveness - PowerPoint PPT Presentation

Chapter 8

Attitudes