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The elements of Persuasion Part I

The elements of Persuasion Part I - The elements of...

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The elements of Persuasion: The message o Reasons versus emotion Which one depends on audience Use rational appeals/reason when: Audience is well educated or analytical, thoughtful, involved Use emotion when: Audience is less educated/analytical Prior attitude formation primarily through emotion Other factors for reason vs emotion Communication aim: new customer or repeat customer o The effect of good feelings Messages become more persuasive when they are associated with good feelings Allowing people to snack or playing pleasant background music associated with positive feelings and subsequently more susceptible to persuasion Research shows that good mood can affect consumer behavior: Positive thinking, rose colored glasses Faster decisions Affect heuristics Rely on peripheral cues Less analytical approach o Effect of Arousing Fear Messages that evoke fear can also be persuasive with some target audiences
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