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Unformatted text preview: i. Are less resistant to counter persuasion ii. Remain persuaded for a short time iii. Have unpredictable future behavior I. Learning Theories : a. S-R (stimulus response): we are passive entities with an absence of critical thought. (Woodward & Denton, pp.142-144) i. Prestigious suggestion: associations with prestigious sources 1. Celebrity endorsement/ sponsorship ii. Brand name identification/ loyalty b. S-O-R (stimulus-organism-response): message and mediating forces within are triggered by drives and motives. i. Maslow’s hierarchy of needs...
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This note was uploaded on 04/22/2008 for the course COM 318 taught by Professor Stewart during the Spring '07 term at Purdue University-West Lafayette.
- Spring '07