Chapter 7 – Communication

  • Audience attention is highest at the beginning of the message.


  • Word of mouth campaigns are often controversial for their stealth nature.


  • Everett Rogers’ famous work is “Diffusions of Innovation”.


  • The theory/ perspcetive that focuses largely on messages contrary to one’s dispositions is Cognitive Dissonance.


  • When there is a decreased tendency over time to reject material presented by an untrustworthy souce the “sleeper effect” has occured.


  • Passive audiences need mesages that have style and creativity.


  • Mass media have the most influence in the awareness and interest stages of the adoption process.

~ by BHUG on March 29, 2009.

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