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Chapter 8 - Attitude Change (Persuasion (Psychological principles…
Chapter 8 - Attitude Change
Persuasion
Psychological principles
Reciprocity
Scarcity
Authority
Consistency
Consensus
Elements of communication
Communications model
Source
Message
Medium
Receivers
Feedback
Interactive communication
Permission marketing
Uses and gratifications theory
Active, with
Consumer interactivity
Consumer co-creation
Levels of interactive response
First-order response
Transaction
Second-order response
Persuasion Knowledge Model (PKM)
New message formats
Social media
Blogs
Vlogging
Podcasting
Virtual worlds
Microblogs
Twitter
Social networks
Widgets
Source
Source credibility
Building credibility
Source bias
Knowledge bias
Reporting bias
Corporate paradox
Buzz
Buzz building
Hype
Source attractiveness
Beautiful is good
Halo effect
Social adaptation perspective
Celebrity
Cultural meanings
Match-up hypothesis
Non-human endorser
Message
Sending
Visual
Framed
Chunking
Dual-component model
Vividness
Repetition
Mere exposure effect
Habituation
Advertising wearout
Two-factor theory
Constructing argument
1 vs. 2-sided argument
Supportive arguments
Two-sided message
Refutational arguments
Drawing conclusions
Comparative advertising
Type of appeal
Emotional vs. rational
Sex
Humour
Fear
Non-monotonic
Inverted U shape
As art form
Literary device
Metaphor
Resonance
Forms of story
Drama
Lecture
Transformational ads
Source vs. Message
Elaboration likelihood model (ELM)
Central route
High involvement
Cognitive responses
Counterarguments
Peripheral route
Low involvement
Support
Message processing involvement
Argument strength
Source characteristics