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訊息決策 (Communication Process溝通模型 (Message (Message structure結構 (Order of…
訊息決策
Communication Process溝通模型
Sender/Source(來源)
Receiver/Audience
Message
Message format格式
Message structure結構
Order of Presentation呈現順序
Recency effect近因效應
Primacy effect首因效應
Conclusion Drawing下結論
Message Sidedness單/雙面性訊息
Refutation反駁/駁斥
Verbal versus Visual Messages口頭、視覺資訊
Message source來源
Message content 內容(what to say)
Channel/Media媒體
Encoding編碼
Decoding解讀
Response
feedback
Noise干擾
Cognitive Processing of Communications溝通的認知過程
The Cognitive Response Approach認知反應方法
來源相關
執行層面
產品相關
The Elaboration Likelihood Model (ELM)思辨可能模式
Routes to attitude change
Central route to persuasion中央說服路徑
Peripheral route to persuasion周邊說服路徑