Chapter 8 Attitude Change and  Interactive Communications Preloader

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Prentice Hall, cr 2009. 8-2. Chapter Objectives. When you finish this chapter you should understand why:The communications model identifies several important components for marketers when they try to change consumers\' attitudes toward products and services.The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be.Several factors influence a message source\'s effectiveness..

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