Manipulatív marketing: fogyasztói észlelések és reakciók

A marketing koncepciónak kezdetektől fogva a vevőorientáció az egyik kulcsfogalma. Tulajdonképpen annak a szemléletváltásnak köszönheti felemelkedését és más menedzsmentdiszciplínától való elhatárolását is, amellyel a vevői igényeket helyezte a vállalati gondolkodás középpontjába. Későbbiekben azonban a kutatók rájöttek arra, hogy maguk az igények az üzleti gyakorlat során nagymértékben kontrollálhatók, és az eladói oldal azóta is él ezekkel a lehetőségekkel. A kutatás arra volt kíváncsi, hogy a vállalatok manipulációs gyakorlata hogyan csapódik le a fogyasztókban, melyek azok a manipulációs eszközök, amelyeket észlelnek, és azokra milyen válaszreakciókat adnak. Azonosíthatók-e tipikus gondolkodási sémák, magatartási mintázatok, amelyek jól jellemzik egyes vevők viszonyát a vállalati manipulációval. A tanulmány feltáró interjúkra épít, amely segít megérteni a fogyasztókban végbe menő komplex mechanizmusokat. Az eredmények azt sugallják, hogy kétfajta folyamat játszódik le a vevői oldalon Egyrészt a fogyasztók idővel rutinszerű magatartásmintákat vesznek fel, amely során a manipulációs eszközök érvényesülése nem tudatos, és a vállalatoknak kedvező reakciókat vált ki. Másrészt, a fogyasztói társadalom is egyfajta érési folyamaton megy át, aminek hatására megtanulják a vállalatok gondolkodásmódját, és – bár a kognitív korlátok miatt azokat nem tudják teljes mértékben lekövetni – igyekeznek önvédő heurisztikákat beépíteni a követett magatartásukba. A kutatás alapján hipotetikusan öt vevőtípust azonosítottunk, akiket egymástól eltérő reakciók jellemeznek. Customer orientation has been the key concept of marketing since the beginning. As a matter of fact, the emergence of marketing and the conceptual distinction between marketing and the related management disciplines can be attributed to this new approach, which put customer needs in the focus of company attention. Later, researchers revealed that the needs themselves can be controlled to a greater extent and sellers have been taking advantage of it since then. The main focus of the research concentrated on the effects of manipulation practices of companies on consumers, which manipulation tools are recognised and how consumers react to them. Furthermore the research also investigated whether typical cognitive, emotional and behavioural patterns, which reflect the relationship between consumers and the manipulation practices of companies, can be identified. The study relies on explorative interviews, which help understand the complex mechanisms of consumer attitudes. The results indicates that the opposite process occur on the consumer side. On the one hand, consumers tend to follow behavioural routines after a while, which help manipulation tools work in an unconscious way that triggers reactions for the favour of companies. On the other hand, the generations of consumers are getting more and more mature and learning the companies’ mentality and, despite having cognitive limitations to identify all the tricks and deceptive attempts, they try to develop and follow defensive heuristics. Based on the data explored we identified five customer types and we described their diverse reactions to manipulation.

What makes online grocers work? A case study analysis of factors contributing to online grocery store profitability

This research examined the factors contributing to the performance of online grocers prior to, and following, the 2000 dot.com collapse. The primary goals were to assess the relationship between a company’s business model(s) and its performance in the online grocery channel and to determine if there were other company and/or market related factors that could account for company performance. ^ To assess the primary goals, a case based theory building process was utilized. A three-way cross-case analysis comprising Peapod, GroceryWorks, and Tesco examined the common profit components, the structural category (e.g., pure-play, partnership, and hybrid) profit components, and the idiosyncratic profit components related to each specific company. ^ Based on the analysis, it was determined that online grocery store business models could be represented at three distinct, but hierarchically, related levels. The first level was termed the core model and represented the basic profit structure that all online grocers needed in order to conduct operations. The next model level was termed the structural model and represented the profit structure associated with the specific business model configuration (i.e., pure-play, partnership, hybrid). The last model level was termed the augmented model and represented the company’s business model when idiosyncratic profit components were included. In relation to the five company related factors, scalability, rate of expansion, and the automation level were potential candidates for helping to explain online grocer performance. In addition, all the market structure related factors were deemed possible candidates for helping to explain online grocer performance. ^ The study concluded by positing an alternative hypothesis concerning the performance of online grocers. Prior to this study, the prevailing wisdom was that the business models were the primary cause of online grocer performance. However, based on the core model analysis, it was hypothesized that the customer relationship activities (i.e., advertising, promotions, and loyalty program tie-ins) were the real drivers of online grocer performance. ^

Travel Marketing: Industry Relationships and Benefits

In the discussion - Travel Marketing: Industry Relationships and Benefits - by Andrew Vladimir, Visiting Assistant Professor, School of Hospitality Management at Florida International University, the author initially states: “A symbiotic relationship exists among the various segments of the travel and tourism industry. The author has solicited the thinking of 37experts and leaders in the field in a book dealing with these relationships and how they can be developed to benefit the industry. This article provides some salient points from those contributors.” This article could be considered a primer on networking for the hospitality industry. It has everything to do with marketing and the relationships between varied systems in the field of travel and tourism. Vladimir points to instances of success and failure in marketing for the industry at large. And there are points of view from thirty-seven contributing sources here. “Miami Beach remains a fitting example of a leisure product that has been unable to get its act together,” Vladimir shares a view. “There are some first class hotels, a few good restaurants, alluring beaches, and a splendid convention center, but there is no synergism between them, no real affinity, and so while visitors admire the Fontainebleau Hilton and enjoy the food at Joe's Stone Crabs, the reputation of Miami Beach as a resort remains sullied,” the author makes a point. In describing cohesiveness between exclusive systems, Vladimir says, “If each system can get a better understanding of the inner workings of neighboring related systems, each will ultimately be more successful in achieving its goals.” The article is suggesting that exclusive systems aren’t really exclusive at all; or at least they shouldn’t be. In a word – competition – drives the market, and in order for a property to stay afloat, aggressive marketing integrated with all attendant resources is crucial. “Tisch [Preston Robert Tisch, currently – at the time of this writing - the Postmaster General of the United States and formerly president of Lowe’s Hotels and the New York Visitors and Convention Bureau], in talking about the need for aggressive marketing says: “Never...ever...take anything for granted. Never...not for a moment...think that any product or any place will survive strictly on its own merits.” Vladimir not only sources several knowledgeable representatives in the field of hospitality and tourism, but he also links elements as disparate as real estate, car rental, cruise and airlines, travel agencies and traveler profiles to illustrate his points on marketing integration. In closing, Vladimir quotes the Honorable Donna Tuttle, Undersecretary of Commerce for Travel and Tourism, “Uniting the components of this industry in an effective marketing coalition that can compete on an equal footing with often publicly-owned foreign tourism conglomerates and multi-national consortia must be a high priority as the United States struggles to maintain and expand its share of a rapidly changing global market.”

Data compilation on the biological response to ocean acidification: environmental and experimental context of data sets and related literature

The exponential growth of studies on the biological response to ocean acidification over the last few decades has generated a large amount of data. To facilitate data comparison, a data compilation hosted at the data publisher PANGAEA was initiated in 2008 and is updated on a regular basis (doi:10.1594/PANGAEA.149999). By January 2015, a total of 581 data sets (over 4 000 000 data points) from 539 papers had been archived. Here we present the developments of this data compilation five years since its first description by Nisumaa et al. (2010). Most of study sites from which data archived are still in the Northern Hemisphere and the number of archived data from studies from the Southern Hemisphere and polar oceans are still relatively low. Data from 60 studies that investigated the response of a mix of organisms or natural communities were all added after 2010, indicating a welcomed shift from the study of individual organisms to communities and ecosystems. The initial imbalance of considerably more data archived on calcification and primary production than on other processes has improved. There is also a clear tendency towards more data archived from multifactorial studies after 2010. For easier and more effective access to ocean acidification data, the ocean acidification community is strongly encouraged to contribute to the data archiving effort, and help develop standard vocabularies describing the variables and define best practices for archiving ocean acidification data.

COMUNICAÇÃO E MARKETING NA EDUCAÇÃO SUPERIOR: uma análise dos conteúdos comunicacionais online de instituições de ensino privadas

O presente contexto mercadológico da educação superior, onde a concorrência é cada vez mais acirrada, tem levado as instituições de ensino a estabelecer um processo de gestão de comunicação e marketing mais estratégico e competitivo, buscando alcançar uma posição diferenciada em relação à concorrência, a fim de conquistar seus públicos de interesse. Este trabalho contemplou a aplicação dos objetivos de comunicação no mercado de ensino superior, analisando as formas pelas quais as instituições vêm estabelecendo os processos comunicacionais com seus públicos-alvo, estando direcionado para as Universidades privadas brasileiras. A pesquisa se apóia em: revisão bibliográfica, entrevistas em profundidade com gestores de comunicação e marketing do setor pesquisado e análise de conteúdo de peças de comunicação em mídia online. Inicialmente foi elaborado um relato acerca do contexto atual do mercado de ensino superior no Brasil: sua evolução e caracterização. Em seguida, definiu-se marketing aplicado ao segmento de educação superior: conceitos e o papel designado a ele. Posteriormente relacionou-se comunicação mercadológica com o serviço de educação superior e sua aplicabilidade neste setor. Depois, foram realizadas entrevistas em profundidade - semiestruturadas, com gestores de comunicação e marketing de duas instituições, localizadas na cidade de São Paulo (Insper e Universidade São Judas Tadeu) com posicionamentos antagônicos e classificações distintas quanto à sua imagem para o mercado -, com a finalidade de conhecer suas visões e opiniões sobre o mercado e as ações de comunicação de marketing que vêm adotando. Finalmente, foi elaborada análise de contéudo, comparando anúncios (peças publicitárias) em mídia online das duas IES estudadas. Todos os procedimentos da análise de contéudo foram estabelecidos e categorizados com base nos objetivos de comunicação definidos por Yanaze (2011).

Alcohol consumption and related harm among university students in Ireland

Aim: Alcohol consumption is a leading cause of global suffering. The harms caused by alcohol to the individual, their peers and the society in which they live provokes public health concern. Elevated levels of consumption and consequences have been noted in those aged 18-29 years. University students represent a unique subsection of society within this age group. University authorities have attempted to tackle this issue throughout the past decade. However, the issue persists. Thus, the aim of this study is to contribute to the evidence base for policy and practice in relation to alcohol harm reduction among third-level students in Ireland. Methods: A mixed methods approach was employed. A systematic review of the prevalence of hazardous alcohol consumption among university students in Ireland and the United Kingdom from 2002 to 2014 was conducted. In addition, a narrative synthesis of studies of drinking types evidenced among youths in western societies was undertaken. A cross-sectional study focused on university students’ health and lifestyle behaviours with particular reference to alcohol consumption was undertaken using previously validated instruments. Undergraduate students registered to one university in Ireland were recruited using two separate modes; classroom and online. Studies investigated the impact of mode of data collection, the prevalence of hazardous alcohol consumption and resultant adverse consequences for mental health and wellbeing. In addition a study using a Q-methodology approach was undertaken to gain a deeper understanding of the cultural factors influencing current patterns of alcohol consumption. Data were analysed using IBM SPPS statistics 20, Stata 12, MPLUS and PQ Method. Results: The literature review focusing on students’ alcohol consumption found that there has been both an increase in hazardous alcohol consumption among university students and a convergence of male and female drinking patterns throughout the past decade. Updating this research, the thesis found that two-thirds of university students consume alcohol at a hazardous level, detailing the range of adverse consequences reported by university students in Ireland. Finally, the heterogeneous nature of this drinking was described in a narrative synthesis exposing six types of consumption. The succeeding chapters develop this review further by describing three typologies of consumption, two quantitative and one quali-quantilogical. The quantitative typology describes three types of drinking for men (realistic hedonist, responsible conformer and guarded drinker) and four types for women (realistic hedonist, peer-influenced, responsible conformer and guarded drinker). The quali-quantilogical approach describes four types of consumption. These are defined as the ‘guarded drinker’, the ‘calculated hedonist’, the ‘peer-influenced drinker’ and the ‘inevitable binger’. Discussion: The findings of this thesis highlight the scale of the issue and provide up-to-date estimates of alcohol consumption among university students in Ireland. Hazardous alcohol consumption is associated with a range of harms to self and harms to others in proximity to the alcohol consumer. The classification of drinkers into types signal the necessity for university management, health promotion practitioners and public health policy makers to tackle this issue using a multi-faceted approach.

Model simulation output data (CCSM3) related to uplift of Africa and Himalaya/Tibet Plateau and the influence on tropical African vegetation

Hominid evolution in the late Miocene has long been hypothesized to be linked to the retreat of the tropical rainforest in Africa. One cause for the climatic and vegetation change often considered was uplift of Africa, but also uplift of the Himalaya and the Tibetan Plateau was suggested to have impacted rainfall distribution over Africa. Recent proxy data suggest that in East Africa open grassland habitats were available to the common ancestors of hominins and apes long before their divergence and do not find evidence for a closed rainforest in the late Miocene. We used the coupled global general circulation model CCSM3 including an interactively coupled dynamic vegetation module to investigate the impact of topography on African hydro-climate and vegetation. We performed sensitivity experiments altering elevations of the Himalaya and the Tibetan Plateau as well as of East and Southern Africa. The simulations confirm the dominant impact of African topography for climate and vegetation development of the African tropics. Only a weak influence of prescribed Asian uplift on African climate could be detected. The model simulations show that rainforest coverage of Central Africa is strongly determined by the presence of elevated African topography. In East Africa, despite wetter conditions with lowered African topography, the conditions were not favorable enough to maintain a closed rainforest. A discussion of the results with respect to other model studies indicates a minor importance of vegetation-atmosphere or ocean-atmosphere feedbacks and a large dependence of the simulated vegetation response on the land surface/vegetation model.

Feeling Bodies in Marketing: Aesthetics, Emotions and Gender

Gender is deeply embedded in marketing ideology, and it continues to be a topic of concern in the marketing academy. There is little attention paid by marketers, however, to related studies in other fields on aesthetic labour and emotional labour in relation to gender issues, despite the commonalities and intersections between them. This article seeks to incorporate aesthetic labour and emotional labour into the gender and marketing discussion. It concludes by calling for greater critical awareness of gender as a dominant motif in our ideologies, discourses and practices in marketing, offering suggestions for empirical research into this important topic.

Risk factors and biomarkers of age-related macular degeneration

A biomarker can be a substance or structure measured in body parts, fluids or products that can affect or predict disease incidence. As age-related macular degeneration (AMD) is the leading cause of blindness in the developed world, much research and effort has been invested in the identification of different biomarkers to predict disease incidence, identify at risk individuals, elucidate causative pathophysiological etiologies, guide screening, monitoring and treatment parameters, and predict disease outcomes. To date, a host of genetic, environmental, proteomic, and cellular targets have been identified as both risk factors and potential biomarkers for AMD. Despite this, their use has been confined to research settings and has not yet crossed into the clinical arena. A greater understanding of these factors and their use as potential biomarkers for AMD can guide future research and clinical practice. This article will discuss known risk factors and novel, potential biomarkers of AMD in addition to their application in both academic and clinical settings.

Presence and possible cause of periodicities in 20th-century extreme coastal surge: Belfast Harbour, Northern Ireland.

Identifying 20th-century periodic coastal surge variation is strategic for the 21st-century coastal surge estimates, as surge periodicities may amplify/reduce future MSL enhanced surge forecasts. Extreme coastal surge data from Belfast Harbour (UK) tide gauges are available for 1901–2010 and provide the potential for decadal-plus periodic coastal surge analysis. Annual extreme surge-elevation distributions (sampled every 10-min) are analysed using PCA and cluster analysis to decompose variation within- and between-years to assess similarity of years in terms of Surge Climate Types, and to establish significance of any transitions in Type occurrence over time using non-parametric Markov analysis. Annual extreme surge variation is shown to be periodically organised across the 20th century. Extreme surge magnitude and distribution show a number of significant cyclonic induced multi-annual (2, 3, 5 & 6 years) cycles, as well as dominant multi-decadal (15–25 years) cycles of variation superimposed on an 80 year fluctuation in atmospheric–oceanic variation across the North Atlantic (relative to NAO/AMO interaction). The top 30 extreme surge events show some relationship with NAO per se, given that 80% are associated with westerly dominant atmospheric flows (+ NAO), but there are 20% of the events associated with blocking air massess (− NAO). Although 20% of the top 30 ranked positive surges occurred within the last twenty years, there is no unequivocal evidence of recent acceleration in extreme surge magnitude related to other than the scale of natural periodic variation.

Dabigatran-Related Nephropathy in a Patient with Undiagnosed IgA Nephropathy

Dabigatran is a direct thrombin inhibitor used as an alternative to warfarin for long term anticoagulation. Warfarin-related nephropathy is an increasingly recognized entity, but recent evidence suggests that dabigatran can cause a WRN-like syndrome. We describe a case of a biopsy-proven anticoagulant nephropathy related to dabigatran in a patient with IgA nephropathy and propose that, despite the base glomerular disease, acute kidney injury was due to tubular obstruction by red blood cells and heme-associated tubular injury, and through a mechanism involving inhibition of anticoagulation cascade and barrier abnormalities caused by molecular mechanisms.

O Marketing no Mercado Globalizado Utilizando a Ferramenta Advertainment Aplicado ao Comportamento do Consumidor

O objetivo central deste trabalho foi identificar e analisar o estudo relacionado ao marketing, relacionando propaganda, entretenimento e como as suas campanhas podem influenciar diretamente na opinião das pessoas, tendo como resultado uma crescente influência ao consumismo, apresentando a importância do advertainment para o mercado publicitário. Como referencia teórica descreveu-se o comportamento e a percepção do consumidor e a forma de oferta do produto em questão tendo como fundamentação do tema autores como Kotler (2005), Las Casas (2006), Dias (2006), Cappo (2004) e Longo (2007), entre outros. A pesquisa foi operacionalizada através de uma pesquisa de caráter descritiva. Caracteriza-se por uma pesquisa sistemática da literatura com consulta em livros técnicos, revistas especializadas, periódicos, meios eletrônicos, entrevistas pessoais, junto à mostra de pessoas relacionadas ao processo comportamental de consumidor, marketing, inovação e desenvolvimento do mercado. Os procedimentos metodológicos adotados durante o percurso de fundamentação verificou-se a relação entre consumidores e mídias tradicionais, pesquisa e análise dos dados obtidos, possibilitaram definir os métodos mais adequados de pesquisa, que foram obtidos por meio de questionários contribuindo para o alcance dos objetivos propostos para o presente trabalho. Finalmente, foram apresentados os resultados e respondeu-se a pergunta de pesquisa e os fatores de atenção na recepção da mensagem, as mudanças que a propaganda vem sofrendo com o advento das novas tecnologias e o desenvolvimento do marketing. / The main objective was to identify and analyze the study related to the marketing, linking advertisement, entertainment and how your campaigns can directly influence peoples views, resulting in an increasing influence of consumerism, showing the importance of ''advertainment'' for the advertising market. As a reference theory described the behavior and perceptions of consumers and how to offer the product under consideration and reasoning as the song writers such as kotler(2005), Las Casas(2006), Dias(2006), Cappo(2004) and Long (2007), among others. The research was implemented through a descriptive study of character. It's characterized by a systematic search of the literature in consultation with technical books, journals, periodicals, electronic media, personal interviews with the show of people related to the process of consumer behavior, marketing, innovation and market development. The methodological procedures adopted during the course of reasoning there was a relationship between consumers and traditional media, research and analysis of data obtained allowed us to define the most appropriate methds of research, which were obtained through questionnaires contributing to the achievement of the objectives proposed to this work. Finally, the results were presented and responded to the research question and the factors of attention at the reception of the message, the changes that advertising has been suffering with the advent of new technologies and development of marketing.

O marketing e a atuação social das empresas: uma relação possível?

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

Análise de volatilidade, integração de preços e previsibilidade para o mercado brasileiro de camarão

The present paper has the purpose of investigate the dynamics of the volatility structure in the shrimp prices in the Brazilian fish market. Therefore, a description of the initial aspects of the shrimp price series was made. From this information, statistics tests were made and selected univariate models to be price predictors. Then, it was verified the existence of relationship of long-term equilibrium between the Brazilian and American imported shrimp and if, confirmed the relationship, whether or not there is a causal link between these assets, considering that the two countries had presented trade relations over the years. It is presented as an exploratory research of applied nature with quantitative approach. The database was collected through direct contact with the Companhia de Entrepostos e Armazéns Gerais de São Paulo (CEAGESP) and on the official website of American import, National Marine Fisheries Service - National Oceanic and Atmospheric Administration (NMFS- NOAA). The results showed that the great variability in the active price is directly related with the gain and loss of the market agents. The price series presents a strong seasonal and biannual effect. The average structure of price of shrimp in the last 12 years was R$ 11.58 and external factors besides the production and marketing (U.S. antidumping, floods and pathologies) strongly affected the prices. Among the tested models for predicting prices of shrimp, four were selected, which through the prediction methodologies of one step forward of horizon 12, proved to be statistically more robust. It was found that there is weak evidence of long-term equilibrium between the Brazilian and American shrimp, where equivalently, was not found a causal link between them. We concluded that the dynamic pricing of commodity shrimp is strongly influenced by external productive factors and that these phenomena cause seasonal effects in the prices. There is no relationship of long-term stability between the Brazilian and American shrimp prices, but it is known that Brazil imports USA production inputs, which somehow shows some dependence productive. To the market agents, the risk of interferences of the external prices cointegrated to Brazilian is practically inexistent. Through statistical modeling is possible to minimize the risk and uncertainty embedded in the fish market, thus, the sales and marketing strategies for the Brazilian shrimp can be consolidated and widespread

Are we positively or negatively affected? : A study on how people react to food-related communication messages

Background- Communication messages today are all about influencing and persuading people. Two main types of messages can be seen when studying the healthy food trend on Instagram and how it is impacting attitude formation and change; these two are positive and negative messages. However, different communication messages are not the only deciders of attitude formation and change. There is one more significant factor that impacts attitude formation and change; this factor is identification with the message sender. Purpose- The purpose of this thesis is to identify whether positively or negatively themed messages on Instagram have a stronger impact on a person's attitudes regarding healthy food consumption. We will further examine if identification with the message sender additionally impacts attitude formation and change. Method- In order to fulfill the purpose of the thesis we used a qualitative research approach. We conducted interviews with 40 respondents that belonged to our main target group. Furthermore we conducted a robustness check with six respondents. All 46 respondents included in the qualitative study were Instagram users, and all the respondents in the main target group were students. Findings and Conclusion- After analyzing the empirical results together with suitable theories, some main conclusions could be drawn. The study demonstrated that positive communication messages are the preferred message type on Instagram. We further conclude that identification with the message sender does indeed have an additional impact on attitude formation and change. Based on this study we can say that communication messages and identification with the message sender work together in forming and changing attitudes regarding healthy food on Instagram. Practical Implications- This thesis gives valuable indications to companies, organizations and decision makers in order to direct marketing practices in terms of communication messages on social media, particularly Instagram. Moreover it gives insights for managers to be able to create communication messages that correspond to the expectations of the society. Keywords- Communication messages, attitude formation and change, identification with the message sender.