physical characteristcs
1. intensity
2. color
3. font
4. numbers
5. spacing
6. timing
simplicity-complexity
the simpler the message, the more likely a consumer
develops meaningful comprehension
message congruity
represents the extent to which a message is internally
consistent and fits surrounding information
figure
the focal image or the object intended to capture a
person's attention
ground
in a message, everything besides the figure should
be less important and simply represent the ground
source influences
comprehension to varying
degrees based upon
1. likability
2. attractiveness
3. expertise
4. trustworthiness
intelligence/ability
how well educated the hearer of the message is
prior knowledge
how much is known before a message is heard
involvement
attention that we give to something
familiarity/habituation
the process by which continuous exposure to a
stimulus affects the comprehension of and response
to some stimulus
MKT 302 Final Exam
