March 13 Persuasion

March 13 Persuasion - March 13 Persuasion Persuasion: the...

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March 13 Persuasion Persuasion : the process by which a message induces a change in beliefs, attitudes, or behavior o When “bad” – propaganda o When “good” – education People think advertising effects everyone but themselves (Wilson & Brekke, 1994) Effectiveness of Persuasion Split cable market tests : advertisers partnered up with TV and grocery story companies o Commercial shown to randomly selected group o Track product purchases through grocery store ID (savings) cards Did person who saw commercial for particular product purchase more of that product? Yes – especially for new products o 60% of ads for new products increase sales o 46% for established brands 21% difference in sales between ad watched and no ad watchers Educational campaigns Meta-analysis testing effects of media message on substance use (drugs, alcohol, tobacco) o Media campaigns targeting particular substance led children to report more negative attitudes about using that substance
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This note was uploaded on 04/07/2008 for the course PSYCH 360 taught by Professor Butz during the Spring '08 term at UMass (Amherst).

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March 13 Persuasion - March 13 Persuasion Persuasion: the...

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