Online with
Louise Ripley

 
Consumer Behaviour
Attitude Change
Chapter 8 Solomon Consumer Behaviour

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Baijul Shukla, a graduate of the B.A.S. programme and of this course, will speak on topics relevant to Attitude Change, from his varied work experience.

Depending on time, we will then either proceed to group presentations or to in-class work on projects.

Exercise
Changing Attitudes
Groups will create impromptu presentations of the concepts below based on the group projects. You will be given acetates and markers; some groups will have ready-made overheads

CHANGING ATTITUDES THROUGH COMMUNICATION

Persuasion - Reciprocity, Scarcity, Authority, Consistency, Consensus

Tactical Decisions  - models, message, media, markets

Elements of Communication

The Communications Model


Overhead-CTR15
 

AN UPDATED VIEW: INTERACTIVE COMMUNICATION

Permission Marketing - getting consumers to "buy into" listening to the message

Uses and Gratifications - Consumers are active & goal-directed, not passive

Who's in Charge of the Remote?
Consumer input and information seeking

* Levels of Interactive Response
First Order vs Second Order

THE SOURCE

 - Credibility
Who will believe you and why?

 - Attractiveness
Celebrities - are they worth it?

THE MESSAGE
sending, framing, chunking, dual-component model

Constructing the Argument
One vs Two Sided Arguments
Drawing Conclusions
* Comparative Advertising


Overhead CTR-16
ad for Texas Instruments Notebook

Overhead CTR-17 - Drawing Conclusions

Types of Message Appeals
Emotional vs Rational
* Sex, Humour, Fear

THE SOURCE VERSUS THE MESSAGE

The Elaboration Likelihood Model

Overhead CTR-18 


Group time during this class is your in-class work

OTHER UNITS

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AP/ADMS 3210 3.0 Consumer Behaviour
York University, Toronto
M Louise Ripley, M.B.A., Ph.D.