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Mkt4025 W6

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  • Transcript

    • 1. Persuasion Communication
    • 2. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Presentation of persuasive message Comprehension of arguments conveyed in the message Message is retained or stored in memory Receiver pays attention to message content Receiver agrees with message argument Receiver behaves in line with the message argument
    • 3. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Personality & Personal Characteristics Context
    • 4. The moderate effect Yielding High Low High Intelligence, Fear
    • 5. 12 step model
      • Exposure (Presentation)
      • Attention
      • Liking/Interest
      • Comprehension
      • Skill Acquisition
      • Yielding
      • Memorising/Agreement (Retention)
      • Information
      • Decision
      • Behaviour
      • Reinforcement
      • Post-Behavioural Consolidation
    • 6. Exchange
      • Rewards of Behaviour - Cost of Behaviour = Behaviour
    • 7. Theory of Reasoned Action Aizen, 2006 Behavioural Beliefs Attitude toward the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural control
    • 8. Integrated Model of Behaviour Change Distal variables Past behaviour Demographics and culture Attitudes towards targets (stereotypes and stigma) Personality, moods and emotions Other individual difference variables (perceived risk) Intervention exposure/ media exposure Normative beliefs and motivation to comply Attitudes Norms Self efficacy Environmental constraints Intention Skills and abilities Behaviour Behavioural beliefs and outcome evaluations Control beliefs
    • 9. Demographic variables Attitudes towards targets External variable Personality traits Other individual difference variables Normative beliefs and motivation to comply Efficacy beliefs Behavioural beliefs and their evaluative aspects Attitude Norm Self-efficacy Skills Intention Environmental constraints Behaviour
    • 10. The Integrated Model of Behaviour Change: Fishbein et al., 2003)
      • Considerable success with campaigns based on Integrated Model in areas such as:
      • HIV/ AIDS / STD prevention
      • Smoking cessation
    • 11. Role of the Integrated Model
      • “ Communications can attempt to increase the strength of beliefs that will promote healthy behaviours, reduce the strength of beliefs that promote risky behaviours (i.e. increase their accessibility) so that these beliefs will carry more weight as determinants of attitudes, norms self efficacy and intentions” (Fishbein & Capella, 2006: S14)
    • 12. Cautions and Caveats
      • Re relative importance of attitude, perceived norms and self-efficacy:
      • “ The relative importance of these psychosocial variables as determinants of intention will depend upon both the behaviour and the population being considered” (Fishbein & Capella, 2006: S3)
    • 13. Cautions and Caveats
      • “ one behaviour may be primarily determined by attitudinal considerations, whereas another my be primarily influenced by self-efficacy. Similarly, a behaviour that is attitudinally driven in one population or culture may be normatively driven in another” (Fishbein & Capella, 2006: S3)
    • 14. Cautions and Caveats
      • “ Behavioural theories do not tell us how best to design messages so that they will be attended to, accepted, and yielded to. We would argue that this is the role of theories of communication” (Fishbein & Capella, 2006: S14)
    • 15. So... Communic- ation Theories Behavioural Theories Cognitive Theories Social Marketing Framework