StOC2112 CH7 Spring 2011

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

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Preview Preview CH 7:Psychological Premises Needs Emotions Attitudes and opinions States of consonance and dissonance Discuss Exam
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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
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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
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Packard's “Compelling Needs”: Emotional Security A desire for predictability and certainty of the future Become especially prevalent when life becomes unpredictable 5
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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
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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
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Packard's “Compelling Needs”: Creative Outlets A desire to express ones creative self and individual self Often targeted through branding 8
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Packard's “Compelling Needs”: Love Objects A desire to give and have love Teens and empty nesters are the biggest targets 9
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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.
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StOC2112 CH7 Spring 2011 - StOC 2112 StOC Preview Preview...

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