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Persuasion - Coggle Diagram

- - - - :smiley: :frowning_face: :angry:The informational strategies
      - The primacy and recency effect
      - Message discrepancy
      - Fear appeal
        
        :check: Fear-based messages can be effective but have mixed results.
        
        :red_cross: Extreme fear may lead to defensive avoidance
      - Positive emotions/positively framed messages
        
        Positive message framing (highlighting benefits) is more effective than fear-based or negative framing
        
        :trophy: Messages emphasizing gains
    - - Likeability
        
        :check: Physically attractive or likable communicators are more persuasive.
        
        :star: Celebrities in marketing
      - Reciprocity
        
        :smile: Recommendations from people we know (word-of-mouth marketing)
        
        :iphone: Electronic Word-of-Mouth (eWOM)
        
        :slightly_smiling_face: People feel obliged to repay in kind what they’ve received
      - Credibility
        
        :silhouettes: Stronger when the communicator is perceived as an in-group member.
        
        :red_cross: Personal stakes (e.g., financial motives) in persuasion reduce credibility
        
        :pen: Sleeper effect: A delayed impact of a message that occurs when an initially discounted message becomes effective
        
        :check: Credible communicators (expert or trustworthy) are more persuasive than non-credible ones.
    - - Forewarning
        
        :check: Messages that appear non-persuasion-oriented are more effective.
        
        :red_cross: Forewarning about a persuasive intent reduces its effectiveness.
      - Resistance