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Attitudes and beliefs, Яна Мичурина, Исмаил Ахмедов, Анастасия Цветкова,…

- - - - Identification
      - Internalization
      - Compliance
    - - Social judgement theory
      - Balance theory
      - Self-perception theory
  - - - Persuasion
      - Reciprocity
      - Consistency
      - Authority
      - Scarcity
      - Liking
    - - Traditional communication model
        
        The Source
        
        Source attractiveness
        
        Countries as sources
        
        Good-looking people as sources
        
        Celebrities as sources
        
        Non-humans as sources (cartoon characters, mascots, virtual models)
        
        Credibility
        
        The sleeper effect
        
        Building credibility
        
        Source biases
        
        Hype vs. buzz: the corporate paradox
        
        The Message
        
        Types of message
        
        Verbal
        
        Visual
        
        both
        
        Vividness
        
        Repetition
        
        Constructing the argument
        
        One-sided argument
        
        Two-sided argument
        
        Message appeals
        
        Sex appeals
        
        Humorous appeals
        
        Rational
        
        Emotional
        
        Fear appeals
        
        A medium
      - Interactionist communications model
        
        Uses and gratifications theory
        
        Interactive response
        
        First-order response
        
        Second-order response
        
        Permission marketing
- - - - The experiential hierarchy
      - The low-involvement hierarchy
      - The standard learning hierarchy
- - - - Utilitarian function