5 Questions
In the persuasion matrix, which set of variables represents the controllable elements of the promotional program and the response hierarchy or steps a receiver goes through in being persuaded?
Independent and dependent variables
What is the primary function of the persuasion matrix?
To help marketers see how each controllable element interacts with consumer’s response process
Which chapter of the book discusses the variables in the communication system and how they influence consumers’ processing of promotional messages?
Chapter 6: Source, Message, and Channel Factors
What does the persuasion matrix help marketers to understand?
How each controllable element interacts with consumer’s response process
What is evaluated with the persuasion matrix?
Receiver comprehension and decision factors
Test your knowledge of the variables in the communication system and how they influence consumers' processing of promotional messages, as well as the decision factors involved in selecting a source for a promotion.
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