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System
Chapter-1
4th meeting
II) Attention
Consumer given some attention to the
communication if he/she finds it interesting.
The complex message requires more attention
than simple message.
III)Comprehension
The consumer gives some meaning to the
communication and understands.
IV) Acceptance
The consumer adjusts the message to his/her
current knowledge, belief and attitude.
V. Retention
The message is retained in consumer memory.
Attitude Change
Attitude can be changed through central route
and peripheral route.
Central route: It is providing information that
appeal to the cognitive process of the
individual. The new information provides
logic and resons for changing attitude.
Peripheral route: This route uses feeling and
emotion to change attitude. For example.
Convey the misery of alcoholic's family.