The source versus the message
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This document discusses various factors that influence consumer attitudes, including the origin of messages, characteristics of messages themselves, and different types of appeals that can shape attitudes. Celebrities and cartoon characters are mentioned as potential communicators that can impact society's views. The document also notes the high value placed on physical attractiveness and examines strategies for messages like demonstrating convenience, new features, or indirect product comparisons, as well as using different emotional approaches.
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[ ]Consumer Behaviour
Topic : Attitudes](https://image.slidesharecdn.com/thesourceversusthemessage-161120090449/85/The-source-versus-the-message-1-320.jpg)
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- 1. Welcome to [ ]Consumer Behaviour Topic : Attitudes
- 3. Is the origin of the message, it is called speaker, encoder or sender.
- 6. Celebrities as communications sources
- 7. Our society places a very high premium on physical attractiveness
- 8. Cartoon characters and mascots
- 9. Characteristics of the message itself help to determine is impact on attitudes
- 11. Showing convience of use Showing new product/ improved features Casting backround (i.e., people are incidental to message) Indirect comparison to other products
- 12. Extensive information on components, inggridients, nutrition Outdoor setting (message gets lost) Large number of onscreen characters Graphic displays
- 13. Humorous appeals Emotional vs rational appeals Sex appeals Fear appeals