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Attitudes, Behavior, and Persuasion

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by

Nancy Frye

on 18 August 2016

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Transcript of Attitudes, Behavior, and Persuasion

What's being changed in persuasion?
Coming up next...
What are attitudes?
Which comes first?
$1.25
Chapter 5
Vol XCIII, No. 311
Take out your ads...
Persuasion and Advertisements
Persuasion can be divided into three areas:
who
says what
to whom
Attitudes, Behavior, and Persuasion
Who
Attractive
Similar to Audience
Expert
Trustworthy
Which applies to your ad?
But...
Sleeper effect
Says What
Which Route?
Elaboration Likelihood Model (ELM)
Central versus peripheral (AKA thoughtful versus spontaneous)
Which is in your ad? Why? (how do you know, and why did the advertisers choose that)
Fear Appeals
What are they?
How do they work?
When do they work best?
Were any in your ad?
One versus Two-Sided Message
What's the difference?
When does each work?
Was this relevant to your ad? If so, which was used?
Persuasion techniques
low-balling
foot-in-the-door
door-in-the-face
bait and switch
What are they?
Relevant to your ads?
Subliminal Messages
What are they?
Do they work?
Could you tell if they were in your ad?
To Whom
Attitude inoculation
Persuasion ahead
Forewarning
Reactance
ABC
Affect
Behavioral Intention
Cognition
Consistency?
How consistent are the components?
When are they most consistent?
Self-Perception Theory
Overjustification
Insufficient Justification
Cognitive Dissonance
Post decisional dissonance
Self-Affirmation
Perceiving others
Full transcript