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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
274  Chapter 9
messages. These messages are developed to create the desired response. The images used in this
theory are associated with bullet. The bullet and needle explain the powerful and direct flow of
information.
The hypodermic needle theory, also known as bullet theory explains that message is like
a bullet that can be fired from the “media gun.” It can reach an individual’s head from here.
Further, emotive imagery is the hypodermic needle. This needle can inject the media messages
directly into passive individuals. The media can also be a dangerous means of communication,
as the receiver appears powerless, unable to resist the influence of messages. The model states
that there is no escape of the receiver from the influence of these messages. ...
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Publisher Resources

ISBN: 9789353941468