StOC2112 CH7 Spring 2011

StOC2112 CH7 Spring 2011 - StOC 2112 StOC Preview Preview...

Info icon This preview shows pages 1–11. Sign up to view the full content.

View Full Document Right Arrow Icon
StOC 2112 StOC 2112
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Preview Preview CH 7:Psychological Premises Needs Emotions Attitudes and opinions States of consonance and dissonance Discuss Exam
Image of page 2
Psychological Premises Appeals to people’s psychological states Gut-level responses Operate through the peripheral ELM channel and structured in terms of enthymemes Implied premises include: Needs Emotions Attitudes and opinions States of consonance and dissonance
Image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Needs: The First Psychological Premise Social and biological drives that motivate us toward action or inaction Can be real or imagined Often overlap and are interrelated Two main ways of assessing needs: Packard's ”Compelling Needs” Maslow's Hierarchy of Needs 4
Image of page 4
Packard's “Compelling Needs”: Emotional Security A desire for predictability and certainty of the future Become especially prevalent when life becomes unpredictable 5
Image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Packard's “Compelling Needs”: Reassurance of Worth A desire to feel valued for one’s work and participation in the world Often appeals to altruism 6
Image of page 6
Packard's “Compelling Needs”: Ego Gratification A desire to feel self-important and better than others Often most effective when targeted toward insecure people and groups 7
Image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Packard's “Compelling Needs”: Creative Outlets A desire to express ones creative self and individual self Often targeted through branding 8
Image of page 8
Packard's “Compelling Needs”: Love Objects A desire to give and have love Teens and empty nesters are the biggest targets 9
Image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Packard's “Compelling Needs”: Sense of Power or Strength A desire to extend one’s perceived power and potency Particularly prominent in the U.S.
Image of page 10
Image of page 11
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern