Chapter 7 Notes - Chapter 7 Persuasion Persuasion o The...

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Chapter 7: Persuasion Persuasion o The process by which people’s minds are changed o Can occur consciously with our consent o It can also occur non-consciously, without our knowledge Most persuasion happens this way o There are two basic routes to persuasion Central Includes information on features (speed, hard-drive space for computer example) Better for thoughtful, involved audiences Peripheral Using appealing images and “hooks” Doesn’t say anything about taste, price, just shows “cool” image All about an image and trying to get people to resonate to that image Better for disinterested audiences Can also have mixed cases, where both routes are being used Always consumers to engage in the rational and emotional side o Four influences on persuasion From Who (the source) A communicator’s credibility is higher when he/she talks fast and directly, and makes eye contact
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  • Spring '07
  • Hockman
  • Regulatory Focus Theory, Central Includes information, unconditioned response= consumer, knowledge Most persuasion

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Chapter 7 Notes - Chapter 7 Persuasion Persuasion o The...

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