态度改变交互式讯（英文）.PPTVIP

Chapter 8 Attitude Change and Interactive Communications Traditional Communications Model Uses and Gratifications Uses and Gratifications Theory Consumers constitute an active, goal-directed audience that draws on mass media as a resource to satisfy needs. Emphasizes that media compete with other sources to satisfy needs, and these needs include diversion and entertainment, as well as information. Consumers are playing a more proactive role, more like a partner, in the communications process. They may actually seek out messages. Interactive Communications Model What is a Response? Levels of Interactive Response Source Characteristics:Credibility Under Most Conditions, the Source of a Message Can Have a Big Impact on the Likelihood the Message Will be Accepted. One Important Source Characteristic Is: Source Credibility: Source’s perceived expertise, objectivity, or trustworthiness. Credibility can be enhanced if the source’s qualifications are perceived as somehow relevant to the product being endorsed. Source should not display either Knowledge or Reporting Bias in presenting information. Source Characteristics:Attractiveness Another Important Source Characteristic Is: Source Attractiveness: Source’s perceived social value. Celebrities are successful endorsers because they embody Cultural Meanings such as status, social class, gender, age, or personality types. Halo Effect often occurs when persons of high rank on one dimension are assumed to excel on others as well. The “What is beautiful is good” stereotype. Experts are effective endorsers for products that have High Performance Risk. Celebrities are effective endorsers for products that have High Social Risk. Explanations for the Sleeper Effect include: Dissociative Cue or Availability-Valence Hypotheses. Issues Regarding Development of a Message Sending the Message Effects of Visual and Verbal Components of Advertisements on Brand Attitudes Constructing the Argument Types of Message Appeals Emotional v