Persuasion Theory Is Using Messages To Influence Others

Persuasion Theory is Using Messages to Influence Others
Recreation Management and Persuasion Theory
The process of using messages to influence others is called Persuasion. It usually involves communication skills and the exchange of diverse
information content, but the main goal is for the persuader to influence the receiver mindset or actions. Some studies about persuasion theories describe
unique, technical meanings different from everyday terms (Simons, 1976). Those definitions can be used to design more effective ways to convey a
message toward the receiver. The first terms to consider are "belief" and "value", which refers to what people think is, true or false and right or
wrong. When someone asks, "Do you believe in ghosts?" they are implying that it is a fact that ghosts exist and want to know if it is true for you too.
Another important persuasive communication definition to be aware of is "attitude." When a person says, "What is your attitude toward gay
marriage?" they want to know if you are favorable or not to the recent policies around this particular issue. People can have attitudes towards rules
or ideas but also about people or places. Related to attitudes is the concept of "behavior", which simply stated is one's intentional action (verbal or
physical). Lastly, "motives" are the desires or motivational factors a person holds true for themselves. Examples of motives could be stated like "I
want to be happy" or "I want to be with my family for Christmas", those usually comes with positive consequences (Simons,
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Why Do You Do Not Your Favorite Tv Show And During The...
Introduction Scenario: you are watching your favorite TV show and during the commercial break an advertisement comes on for a brand new device
that potty–trains puppies. If you have a puppy and understand how wild and untamed they are, this offer would not only seem heaven–sent, but interest
you, making you more likely to think deeply about whether or not to buy the product. However, if you do not own a puppy, you would quickly lose
interest in the commercial and it is extremely unlikely that you would give it much thought after the commercial is over. Why is it that things that peak
our interest are more likely to stimulate our deep thoughts while things that are less–relevant to us do not? The Elaboration Likelihood Theory explains
just that. It analyzes how variables such as motivation, processing, ability, and persuasion play a role in how much thought we give to a certain
message. From the puppy commercial, to major things such as the digitization of health records and the upcoming presidential election, the Elaboration
Likelihood Theory explains our likelihood of thinking about –and acting on–a certain message. Description of Theory The Elaboration Likelihood
Theory describes a person's likelihood of critically evaluating a message's arguments and evidence. This theory has four major variables that help
predict this likelihood, the first one being motivation. Motivation asks a very simple–yet important–question: Is the message relevant? (Dainton, M., &
Zelley,

Essay about Social Attitudes and Political Views in An...
Priestley's character's usually represent social attitudes and political views (Nightingale). How does Priestley convey his beliefs through the
Inspector and Birling family? Priestley conveys his beliefs through the Inspector and the Birling family in various ways. Priestly believed in ?social
conscience? that we are all responsible for each other. Priestly never believed in the class system as he thought it was very unjust and divided
everyone, especially poorer people, in a poorer way. Priestly?s view is shown through the Inspector in a rather convincing way which makes the
audience think like an inspector. The inspector is the voice of reason, justice and socialism. In the play Birling believes in the ?Survival of the fittest?...
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They first focus on money and care about how other perceive them. Birling also believes he is going to get a knighthood, ?I might find my way
into the next honours list. Just a knighthood, Of course? Birling casually throws in ?just? when referring to his knighthood which shows that it is
not a big thing for a man like him to get. Birling is worried when the inspector leaves in case anybody finds out what happened and is also worried
about the knighthood. Again, this shows us he is worried about his ?social status? because he believes that life begins and ends with it ? believes his
future is going to be a comfortable world. Birling also is very uncaring and unsympathetic towards Eva. ?she?d had a lot to say– far too much– so she
had to go? This could indicate that Birling was sexist and makes us consider whether he would do the same to a male worker. It also reveals Birling?s
self centeredness and how cold–hearted he is. He does not care about the social classes below him and believes they have no right to ask for anything.
If this was Birling?s ?political world? he would try to impress the community to receive the knighthood but he cant give the people who put him in
that position a few shillings more. He also does not seem to care that Eva Smith has lost her life, we learn this through the tone of his voice and
dismissive language when he speaks. He shows no interest or any sympathy. On numerous

The Potential Influences Of Attitude And Attitude Change
Attitudes are conceptualised as stable entities or temporary constructions (Bohner and Dickel, 2011). The following article moves on to describe in
greater detail the potential influences of attitude and attitude change with the aim of highlighting possible reasoning behind these. Furthermore, to
define a particular attitude as a 'stable entity' is to suggest that one's attitude is derived from a preconceived idea or memory. To the contrary, a
'temporary construction' is to construct an attitude in an instant following a particular event or stimulus. Whilst Visser and Mirabile (2004) claim that
attitudes are a stable entity, and in contrast Shwarz (2007) believes attitudes are a temporary construction, Eagly and Chaiken (2007) take a moderate
stance by defining attitudes as a psychological tendency, expressed by evaluating a particular entity with some degree of favour or disfavour. To further
investigate attitude change, the topic used as stimulus for this study is cannabis use. Cannabis use is progressively developing a controversial
reputation in todays' society. Research has shown that on one hand, some of the strongest evidence for marijuana's therapeutic potential derives from
treating long term illnesses such as multiple sclerosis by providing highly reported pain relief (Kmietowicz, 2005). On the other, frequent cannabis use
predicts later depression and anxiety (Moore et al., 2007), and poses an increased risk of psychosis and schizophrenia (Kmietowicz, 2005).

Aristotle's Persuasion using Ethos, Pathos and Logos, and...
Aristotle came up with a useful set of principals used in persuading. Those principals, ethos, pathos, and logos are most commonly seen in the media.
When being used in the media two of Aristotle's principals become more useful, while one falls behind. Ethos, being the one that falls behind by not
appealing to a wide variety of the public. While, in the media, pathos, the emotional appeal, and logos, the logical appeal, are the most effective. One
of the more effective is the pathos appeal. When using pathos the media is hitting the broadest population of listeners and readers. Everyone uses there
emotions so it persuades everyone in one way or another. Along with pathos effecting all varieties of the public, it also has a wide variety... Show more
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After giving money a person could feel happy or proud of themselves for doing that good deed. Many more media ads effect most peoples stronger
emotion of passion. The emotions of the so called seven deadly sins could be a great target point for some media ads since gluttony, wrath, pride, lust,
sloth, envy, and greed are truly influential emotions. Most people have strong emotions which makes pathos a perfect strategy for persuading the
public. The second and other effective appeal is logos. Logos or the logical appeal was Aristotle favorite appeal for many reasons. Logos can use
data and statistics. This can be important because it gives the listener or reader actual facts and not just opinions on the matter. Logos can use
opinions to persuade, but most are informed opinions This appeals to the intellect of the reader or listener. This would an important appeal because
unlike the other appeals it has credibility behind it. Whatever the media is trying to sell wether it is a product or persuading someone on a matter it
becomes more believable. An example of a logos appeal was the ads during the campaign for presidency. Barack Obama and John Mcain would use
backed up opinions and facts about themselves and there opponent. This gives the public a more reassured feeling because there getting actual
information to make there decision. This appeal makes persuading the public easy by appealing to the logic of the public. The third and less
persuasive appeal is ethos.

Example Of Social Judgement Theory
Social Judgement Theory
In the discourses of everyday human interaction, messages are crafted, communicated, received, and responded to. Social Judgement Theory argues
that how the recipient of a message perceives and interprets a message, involves a process of judgment and effect that is based on the recipient's ego
(attitude) and anchoring position (opinion) about the topic. This process is key to the resulting assimilation, rejection, or persuasion of that message.
Where does this theory come from and how does it work? This paper will explore how Social Judgement Theory was developed and is described,
along with providing an evaluation and example of the theory in practice.
The Development
Background
Social Judgement Theory is a theory of persuasion and attitude change. It was developed by the work Muzafer Sherif and Carl Hovland in 1961. The
central figure in the development of this theory was Muzafer Sherif. Originating from Turkey, he is considered one of the founders of socialpsychology
. He is best known for his research on the autokinetic effect in the 1950's, which describes the illusion that a small and stationary pinpoint of light in a
dark room actually moves. Using this same effect, he applied it to the way we perceive messages and change our beliefs and positions over time.
Carl Hovland was considered an early communications theorist. He is best known for his work on attitudes and social communications. He was a
former Yale University Professor and

Cultural Pluralism Course At The Harvard Implicit...
The first assignment in our Cultural Pluralism course was to take part in several individual studies as part of the Harvard Implicit Association Test
(IAT). Each of the studies measures a person's attitudes and beliefs that they may not be willing or unable to express and to write about our
experience. For some individuals, taking these types of tests would be possibly a little unsettling. As for myself, I was very sure that I had a strong
understanding of who I am and what I believe, so I thought the results would not be very surprising. Since bias can occur at any phase of research,
including data collection I allowed the program to randomly choose three individual studies so I could avoid the issue of potential bias by
selecting only the ones that I had a personal interest in. Allowing the program to choose would also ensure that I would get my "true" results
regarding how I really looked at issues because I wouldn't have any way of knowing how I would answer the questions prior to the study. The first
study measured my automatic association of the concepts "female" and "males" with the concepts of "lead" and "support." The data suggested that I
had a strong automatic association of Male with lead and female with support. No surprise there since I have always association lead or leadership
with the males in my life such as my father and husband. They were the strong ones, who directed the family in all matters of importance. My father
was the "head" of the household and

Elaboration Likelihood Model Critique Essay
The Elaboration Likelihood Model has been hailed by some as "unquestionably the most influential recent theoretical development in persuasion
research" (O'Keefe, 2002). Even if this is the case, it is by no means a perfect theory. One of the most commonly cited criticisms of the elaboration
likelihood model is the vacuous nature of the "argument strength" component. Although this criticism is useful for pointing out an area of the model
that can be fine–tuned, any perceived shortcomings due to the argument strength concept can be mitigated through a creative application of other areas
of the model. One of the largest criticisms of the elaboration likelihood model (hereafter ELM) pertains to the nature of "argument strength". ... Show
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If the persuaded possesses high elaboration due to high topic relevance, a strong argument will manipulate that variable. If the persuaded has a high
need for cognition, this can be exploited to form a strong argument, and so on. If it has been identified that the central route of persuasion on an
audience is necessary due to high relevance to the persuasive message, this gives the persuader a framework to begin crafting a strong argument. Since
relevance is what captures the audience's attention, the persuader must exploit this. For example, if the persuader is attempting to sell a car to an
individual the the use of the central route, and the potential buyer has been categorized as one that clearly understands the relevance of the purchase,
the persuader should do his or her best to make their product seem the most relevant to the customer. The seller may do this by asking the customer to
visualize how happy they will be in their new car. This can also be done by highlighting the features of the car that are most applicable to the customer's
concerns (safety, high gas mileage, etc). These methods will invite the receiver to become more involved with the target of persuasion. All of these
ways utilize the customer's judgment of high relevance to the situation to construct a strong argument. The need for cognition is

Measure Political Attitude
In a study structured to measure political attitude, Michelle collected data from 40 college students. The sample population was asked to rate
statements about typical campaign practices on a 5 point Likert scale (att1 = disagree to att5= agree). An additional variable of political affiliation was
added to establish a correlation between attitude and political party (politics with 1 = Republican and 2 = Democrat). In order to calculate the
aggregate attitude scores for the five attitudinal items, variables one, three and five were recoded into new numeric values in order to reflect an
accurate distribution. Using the new values, the sum of the five attitudinal items were determined with the expression SUM (att1 to att5). The total
attitude

Understanding The Attitudes Of Others
Understanding the attitudes of others is critical in attempting persuasion. In the elaboration likelihood model (ELM), persuasion splits into two routes:
peripheral and central routes. These routes determine the course of decision making; both are dependent on the individual's ability and motivation
(Gilovich et al., 2013). The proverb, you can lead a horse to water, but you can't make him drink, is an assumption in that certain individuals will
never change their attitudes. If the proverb were true, then persuasion would have no credibility; so, this research paper will dispute the proverb.
There are ways to persuade and influence others, even if they are as stubborn as the horse that will not drink. By reviewing past research on persuasion,
resistance to persuasion, persistence of change, and the effects of involvement on persuasion, this paper will give support that certain methods can be
done to change attitudes, leading to a higher chance of persuasion. Our experiences and the experiences of those around us help create the beliefs
which assist our decision making. There are those individuals that strongly hold true to their personal beliefs and those who feel uncertain towards their
beliefs. Swann, Pelham and Chidester's (1988) research attempted to change the beliefs of those individuals resistant to persuasion (Swann et al., 1988).
They constructed questions which remained consistent with the beliefs of the individual but, more towards an extremist point of view.

Secrets From The Science Of Persuasion By Cialdini And Martin
The power of persuasion is a useful strategy to use when one needs or desires something. It is used by everyone, regardless of age, gender, ethnicity,
or views. We use it on a daily basis without knowing when we do things such as trying to convince a friend to attend our party. Persuasion could be
used for things deemed as good and bad. In "Secrets from the Science of Persuasion", Cialdini and Martin emphasizes the six shortcuts that effectively
carry out the task of influencing people to be more obligated to do what you want them to do. The six shortcuts discussed in the video include
reciprocity, scarcity,authority, consistency, liking, and consensus. I will be expanding on the idea reciprocity, scarcity, and authority.
First ... Show more content on Helpwriting.net ...
The video gives an example of a therapist displaying their diplomas and certifications on the wall. People would be more willing to listen to them
rather than one that doesn't make their credentials visible at all. According to Manuel Jaeggi, from "Use These 6 Principles Behind the Science of
Persuasion" it is within human nature that we have an innate tendency to follow what authority figures tell us to do. If we see a complete
stranger, wearing a police uniform, it would automatically register in our minds that we would have to follow their rules. Businesses often use
this principle of persuasion in advertising. In the source, Jaeggi gives the example of Lionel Messi, the professional football player, has the face
of Adidas. People would view this guy as a reputable figure since he is in a professional sports field, he probably knows most on which products
provide the most support to preform the best. As a result, people will then trust him and buy products from Adidas if Lionel Messi recommends
them. Adding to that, even if they don't know much of the product or don't play much sports, people would still buy it if they are a big fan of
Messi. I recall a personal experience last month, where I bought a makeup product, where the singer Demi Lovato was the face of the brand. I have
always liked Demi's makeup on her, so I believe that if she's

Persuasion, The, And Free Choice Essay
Persuasion has been around as long as anyone could remember, from persuasion in the Aristotle era to present–day persuasion, it has been defined in
many ways. There are many common themes that are associated with these different definitions. Activity/process, attempt to induce change, change in
beliefs, attitudes, or behaviors, transmission, and free choice is a few of the common themes presented throughout time. (Perloff, 1933) The art of
persuasion has always been a part of society, through many techniques people have now been able to persuade others. Techniques such as
attention–getting, confidence building, desire, urgency stressing, and response seeking are how society gets persuaded. These techniques are used in
print/digital advertising, TV commercials, politics, etc.
This is important to know, due to the fact that some persuaders are just using techniques to build sales, con their way into something, or simply getting
the people to give into their beliefs. Therefore, people could be believing something that isn't actually doing what they claim it does. Recently, the use
of persuasive tactics has been very blunt in politics, due to the 2016 Election. Both sides (Republican and Democrat) were using techniques in which
connected with the public, thus making this election very nerve wrecking. Other industries who are very dominant in persuasion is the fashion industry
due to women being more susceptible to advertising in which body and the social image is the key

Positive Effects Of Attitude
Effects of Attitude
Distance, time, money, tiredness and several other things in life are just a question of one's attitude. Context and situations decide the attitude.
If a person has to travel say 15 to 20 miles per day to his workplace, he will definitely be cribbing. On the other hand, if the remuneration is going to be
hefty he will not mind travelling the same distance. The distance has not changed, but his attitude towards remuneration makes this passable.
One often complains that he does not have time for even the small things in life. Just an introspection shall reveal that it is an excuse one gives to
oneself. Aperson who does not have time for a courtesy call to a related person will definitely be able to squeeze in time to spend time with his
friend in spite of any tight schedule. After a whole day of work, spending hours at the gym seem alright, but helping out your mother or spouse at
home may seem a burden or vice versa. Or else if a friend calls for an outing will freak out forgetting both the above. It is ... Show more content on
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On the contrary they do not mind giving generous 'Tips' in fancy restaurants because of attitude.
Perceptions of Attitude are more important and can change during periods of Natural disasters. During a recent flood havoc in a major city in India, the
people's attitude was so positive that they were able to render all assistance to those affected without any inhibitions of class, creed, rich, poor, etc.
People may throw stones at your path. It is your attitude with which you face the hurdle, that will lead to 'a wall or a bridge'. Remember your attitude
is the architect of your life.
Success requires more than talent. While talent and knowledge are essential, the key that unlocks them both is your state of mind. Being positive
makes you more dependable. When you are positive you will find that you instinctively respect others, and are therefore more considerate.
Developing Positive

The Social and Political Attitudes of Brave New World
What if there was a place where you did not have to, or rather, you could not think for yourself? A place where one's happiness was controlled and
rationed? How would you adapt with no freedom of thought, speech, or happiness in general? In the novel Brave New World by Aldous Huxley,
there are many different attitudes portrayed with the purpose to make the reader think of the possible changes in our society and how they could
affect its people. Brave New World is an unsettling, loveless and even sinister place. This is because Huxley endows his "ideal" society with features
calculated to alienate his audience. Typically, reading Brave New World elicits the very same disturbing feelings in the reader which the society it
depicts has... Show more content on Helpwriting.net ...
True happiness is a consequence of freedom, not slavery. Another example is how Bernard suffers throughout the book, being caught between both
worlds: a life of Soma or a life of free will. Although he has been conditioned to accept his servitude, he is constantly longing for freedom. He sees this
freedom in the Savage, and envies him for possessing the inner happinessВ— genuine happinessВ— which Bernard's society outlaws. Huxley uses
Bernard to exemplify this struggle between freedom and slavery. Huxley argues that a genuine, free life requires suffering and pain by creating the
perfect scenario: leaving someone to choose how they want to live their life. Become an individual or conform. Men without anguish are men without
souls. Huxley's future describes a world without pain and a world without soul. As perfect pleasure–drugs go, Soma under whelms. It's not really a
utopian wonder drug at all. Soma does make one high. Yet Soma is more akin to a hangover–fewer tranquillizers or a psychic anaesthetizing like
Prozac – than a truly life–transforming elixir. For a start, soma is a very one–dimensional euphoria. It gives rise to only a shallow, un–empathetic and
intellectually uninteresting well–being. Apparently, taking soma does not give Marx the disaffected sleep–learning specialist, more than a cheap thrill.
Nor does Soma make him happy with his station in life. John the Savage commits suicide soon after

Advertising Is An Visible Constant Presence Essay
Even when we're blissfully unaware, we are being persuaded. In today's media driven world, advertising is an almost constant presence. It is on
television, in the films we watch, all over our social media accounts, and even plastered on the walls of locations that we visit every day. Advertising is
meant to market a product or service to a consumer, utilizing mostly tactics of persuasion to do so. Because advertising is so continually present,
companies must be more innovative than ever with their persuasive methods. Depending on the product or service, these methods vary but some of the
popular ones include appealing to the internal attitudes of the consumer by using strategic and repetitive methods for the delivery of the message to
appeal to the target audience. Virtually all industries do this, though a unique example of persuasion in advertising is found in the medical and health
industries; the United States is one of the few countries that allows direct–to–consumer advertising for pharmaceuticals. The healthcare industry has
always had the ability to advertise but with the new medical advertising, its budget for marketing has exploded as well.
The Food and Drug Administration, also commonly referred to as the FDA, previously banned direct–to–consumer advertising for drug companies, but
the restriction was lifted in 1997 and a new age of medical advertising was born. Previously, various medications and health services were found
directly through a visit to a doctor's

Effectiveness of Public Service Announcements
Running Head: Effectiveness of Public Service Announcements
Submitted by
Your Name Goes Here
University Name
September, 2011
Contents
Introduction2
Literature review2
Research Question3
Research Methodology3
Conclusion3
Works Cited3
Introduction
Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the
advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe
that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati... Show more content on Helpwriting.net ...
Petty and Cacioppo (1981) have developed the elaboration likelihood model of persuasion which explains the peripheral route to persuasion and the
central route. In the peripheral route, persuasive influences are more tangential to the issues at hand. For egg– in a PSA targeted against smoking in

youth, the peripheral route will show the teenagers having a better sex life after quitting smoking. (William G. Shadel, January 2009) Central
processing occurs when the person at hand is aware about the main message of the PSA and is motivated to consider its content. We will analyze the
use of celebrities for both these routes of persuasion and try to find out the effectiveness in each case.
A PSA is usually not presented to the audience at the time of action. A PSA is supposed to make the audience think and act on the message later. Thus
human memory plays a very important role in the success of a PSA. (Shen, Monahan, Rhodes, & Roskos–Ewoldsen, 2009) If the audience is attracted
by a PSA, likes it but is not able to recollect it later the whole exercise ends in futility. Many researchers have found that for the message to be
effective, retained and used highly credible sources of delivering the message have to be used and these sources of delivery should be able to create
a personal connect with the audience. (Joseph B. Walther1, 2010)In this context if we are using a public celebrity; he has his own personality and a
public image. We will try to

Liam Payne: On His Wild Nights, Gay Rights
I am writing in regard to an article written by Leigh Keily. This article, "Liam Payne: On his wild nights, gay rights, and why homophobia should be a
thing of the past," published in Attitude's October edition, is contradictory to the LGBTQ+ community and is disparaging to your credibility as a
pro–gay publication.
First, I would like to direct your attention to your publication's personal advertisement: "[Attitude Magazine] Europe's No1 gay life–style monthly
magazine...is the undisputed, heavyweight, best selling, most well respected gay title in the UK. It is the essential, award winning, one stop resource
for gay men...all served up with intelligence and acerbic wit." This declaration is pulled directly from your publication's website and presented to
anyone ordering a magazine subscription. I argue that Ms. Keily's article was neither witty nor all–inclusive to your targeted audience and therefore, is
contradictory to the aforementioned statement.
One Direction has been the subject of many gay rumors from the ... Show more content on Helpwriting.net ...
there were loads of rainbow flags flying at our shows, but I think that was mainly because people think of the Louis and Harry thing [that they're
secret lovers], which is absolutely nuts and drives me insane"(Attitude 102). What is important to note is that the rainbows which are consistently
showcased at One Direction concerts (well before the law on marriage changed) are not because of any ship. The purpose of Rainbow Direction and
these rainbow signs was to create a safe place for all. These concerts were transformed by fans, for fans, to establish visibility, educate others, speak out
against bullying, and let people celebrate who they are. In one simple statement, your publication undermined the entire movement. In fact, the next
paragraph insinuates that these fans are members of a "cult" and are upsetting to Liam Payne and (presumably) the rest of the band (Attitude

Examples Of Persuasion
Persuasion: Who, What, and to Whom
To persuade is to change someone or yourself, this could be for temporary or long term, good or bad, internal or external, and can change a believes
system. Persuasion comes from an influence that touches our emotions in order to get what we want from others or ourselves. In todays world you
must persuade and learn not to be persuaded.
The source of the persuasive message must come from a creditable, likeable, and attractive person. Playing an important role in swaying the
communication, and an individual who is recognized as telling the truth is much more believable than an individual who seems to shy away from
stating the truth. This belief is very important in persuasion because it is linked with an ... Show more content on Helpwriting.net ...
We can as well perceive how individuals link expertise to believability in an internet setting simply as they do in traditional surroundings. Perceived
resemblance amongst the talker and the receiver is significant in e–word of mouth also. When an individual gaze at reviews of an invention, for
illustration, the individuals examining that merchandise are distinguished as comparable to that individual for the reason that they were as well be of
interest in that creation also and went among the alike buyer

Advantages Of Persuasion
Introduction to Persuasion
Persuasion is the art of influencing or convincing someone – be it a business or a person, to change their opinion or decision on a certain topic, through
many different types of methods.
A lot of times, many assume that persuasion is like a competition, where the one who ends up in first place would end up closing a deal. However,
persuasion is more of a class taught through various ways of communication. Visualize the way a teacher teaches a new concept to students, by
providing the necessary information and guidance in order to put forth the desired message. Persuasion is the exact same thing, the seller needs to take
the required steps to provide sufficient information to the buyer, helping the buyer to see ... Show more content on Helpwriting.net ...
Walter Fisher, a professor who was awarded the Golden Anniversary Monograph Award from the Speech Communication Association in 1979, believed
that "all forms of communication that appeal to our reason are best viewed as stories shaped by history, culture, and character, and all forms of human
communication are to be seen fundamentally as stories" (Fisher 1984, 1987). He mentioned that human beings are essentially all storytellers and that
using storytelling in persuasion is effective in influencing a person's decision or

America's Political and Social Attitudes During the 1920's...
America's Political and Social Attitudes During the 1920's
America is the most powerful country in the world and prides itself in being a 'melting pot' of different cultures but has that always been true of
America. I would like to argue that during the 1920's America became less tolerant of anything
Un–American. I would like to mention immigration policy, the Ku Klux Klan, political hysteria and Religious intolerance.
Before 1917 America had an 'open door' policy toward immigration but thousands of immigrants were pouring in from eastern European, Asian, and
African countries which the WASPS (White Anglo Saxon Protestants), who had power at the time, didn't want in America. After 1917 a... Show more
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The purpose of these laws was to protect the interests of the WASPS already in America who held power at the time but feared losing it to opposing
groups such as Jews, Catholics, Blacks, Communists and anarchists.
Another way America was becoming more intolerant during the 1920's was through the Ku Klux Klan, an organisation founded by a Texan dentist
named Hiram Wesley Evans and its main aim was to protect white supremacy and the interests of the WASPS. During the 1920's when racial and
political intolerance was at a peak membership rocketed to 5 million. The Klan was strongest in the southern states, which had previously been the
slave states, and hatred for the blacks was heightened as whites and blacks were now competing for jobs, houses and land.
The clan put its views across using extreme violence, for instance, should a black man get a job over a white man the white man would have a word
with the Klan, the Klan would pay the black man a visit and the next day the black man would resign so the white man could have the job, in other
cases the Klan would organise lynchings where mobs would roam the streets looking for a disliked ethnic minority person to beat up and possibly kill.
Membership of the Klan was limited to American WASPS and no other ethnic groups could join.
Another

Impulse Buying Behavior And Marketing Decision Making
Impulse Buying Behavior
It plays a very important role and position in marketing decision making. It can be explained as a tendency of making "unreflective", spontaneous,
immediate, kinetic, unplanned and sudden purchases. Impulse buying has got two parts– cognitive and affective where cognitive is related with
planning and latter one with situational factors leading to an impulse purchase. It provides hedonic reinforcement and reduces overload of selection. It
is revealed that cognitive component of impulse buying is negatively related with subjective wellbeing, whereas affective component is associated to
negative affect and customer susceptibility to interpersonal influence. It was concluded by exploring relation of impulse buying with individual traits.
Earlier researches, however, also prove empirically that impulse purchase behavior is not merely function of personal traits, or impulse buying
tendency, rather it the type of product which also has significant impact on this phenomenon. Gender difference in impulse buying and impulse buying
tendency, during purchase of various product categories; have also been found significant in earlier researches. Product Involvement Product
involvement means "the general level of.interest in the.object, or the centrality of the object.to the person's ego–structure" (Day, 1970, p. 45)". In
simple words, it refers to the attributes or characteristics linked to a certain product relative to customer like its importance, value,

Political Attitudes : Extreme Liberalism And Political...
Political Attitudes
Political attitudes refer to the different attitudes that people have on areas of their lives affected by political psychology. This includes their views on
political conservatism, nationalism, political liberalism etc. Many factors, which include a person's sexual orientation, their gender, their race, their
socio–economic status etc., influence different political attitudes. In the United States, the attitudes of most citizens fall under two categories, which are
extreme liberalism or extreme conservatism.
I carried out an experiment to determine my political attitude and that of the older members of my family. The experiment involved answering
questions from three different surveys and recording the results. The results from the different survey questions I answered were similar however; they
differed from those of the older members of my family.
The results from the three surveys that I carried out revealed that I was an extreme liberalist whilst some of the older members of my family were
extreme conservatives. An extreme liberalist is a person who stands for equality, freedom of speech, rule of law, transparency in governance etc.
Extreme conservatives on the other hand are people who believe that their views on political issues supersede those of others and that their views are
always right.
Aspects such as age influenced the difference in opinion. The older members of the family appeared to be extreme conservatives because they were
not open to

A Comparison Of The Queen From The Cheese And The Worms '?
The Queen from The Uncommon Reader and Menocchio from The Cheese and the Worms lived hundreds of years apart, however they exhibit a
variety of similarities in their endeavors in reading. Both the Queen and Menocchio were reintroduced to the world of reading by a "guide" at a later
age in life and their newfound passions lead to general disapproval from their surroundings for failing to fulfill their appropriate roles as a public
figure and obedient slave, respectably. This disapproval ultimately leads to the demise of both characters with Menocchio being burned at the stake and
the Queen abdicating – essentially ceasing to exist in her primary role, and metaphorically passing on. The Queen from the Uncommon reader was
intelligent and well read, "but liking books was something she left to other people." The overall apathy in life stemmed from the belief, that
reading as a hobby involved preferences, and "preferences had to be avoided; preferences excluded people." Her introduction to the traveling library
and Norman Seakins sets her on a lifelong journey of reading. After hiring Norman as her "amanuensis", the Queen quickly became attached to the
"comforting pile of books she had got used to finding on her bedside table" and began exploring the literary world through the eyes of Norman with
just some deviation of his proposed readings. Similarly, Menocchio's reading choices and habits were not cultivated by his own mind, but rather a
collective effort of his social

Persuasion 333 : Movie Analysis
For our communications course entitled Persuasion 333, I will be discussing a piece of media and three various topics that we have engaged in so
far during the semester, that can be found within the media itself. For my media, I choose the movie The Pursuit of Happiness, which was released
in 2006. Life is a constant battle for single parent Chris Gardner (Will Smith). Evicted from their apartment, he and his young son (Jaden Christopher
Syre Smith) find themselves homeless with no place to go and in despair with no one to turn to but each other. Even though Chris eventually lands a
job as an intern at a respected brokerage firm, the position does not pay. The pair must live in shelters and undergo many hardships, but Chris refuses
to give up as he struggles to create a better life for himself and his son. For this post, I choose to analyze: Interpersonal Communication,
Self–Monitoring, and Elaboration likelihood model.
The first topic of persuasion that can be observed within the film is the interpersonal skills and communication. In the movie Chris Gardner had
invested his life savings in Osteo National bone–density scanners, he has a difficult time selling them as the technology is very expensive and only
slightly better then more widely available x–ray scanners. Chris used the interpersonal method to sell his scanners. Instead of calling the different
medical facilities or sending flyers about his product, he went directly to the facilities and had a

Factors That Affect Political Attitudes Of Voters
There is a wide range of factors that influenced people when they cast their secret votes on Election Day. The main research question driven by our
survey was to know the factors that shape political attitudes of voters. One of the main political attitude that we are looking at in this research is party
affiliation. In order to figure this out, out survey has been grounded around three mains theories. The three main theories that we tested in our survey
was about the tendency of certain demographic group to support particular parties, the influence of childhood environment on party identification and
the myth of independents voters. The first theory discussed had been discussed in the Chapter 7 "Party Coalition and Party Change" shows how races,
age, educational background and demographic location have influence party coalitions. According to that theory, young, women, and racial minorities
tend to affiliate themselves with democrats whereas healthy white, evangelical white programs tend to affiliate themselves with republicans. The
second theory in the chapter 6 about "Party identification" identifies how family, relative, and many others religious group influence party affiliation.
According to this theory, children tend to grow up and vote the way their parents do. Therefore, families have the first and the most lasting influence
on young people 's developing political opinions. As this children get older, various others group such as relatives and religious group

Analysis Of Nike : Want It All
On October 17, 2017 Nike released their newest commercial "Nike: Want It All". This commercial contains a similar to the meaning of their original
trademark, Just Do It, by using the words "Want It All" to summarize the motivation and mentality is takes to make it against all odds. In this
commercial viewers are introduced to a young boy named Dante. Very quickly Dante's dreams of being a professionalbasketball player are revealed to
the viewers. Over the course of "Nike: Want It All" viewers are taken through Dante's journey to the top, or in other words, the goal; the NBA.
Viewers witness Dante work through the trial and tribulations it takes to go from playing ball with friends in the local neighborhood, to high school, to
college at Duke, then to ultimately having a spot on the NBA team, the Cleveland Cavilers. Therefore, the content of this paper will focus on how the
Elaboration Likelihood Model's uses strategies like message elaboration, the central route and the need for cognition to evoke a persuasive appeal within
the commercial "NIKE: Want It All". First and foremost, to understand the persuasive appeal of the commercial one must understand what message
elaboration within the Elaboration Likelihood Model is. Essentially message elaboration can be defined as the extent to which a person carefully thinks
about issue–relevant arguments contained in a persuasive communication (Griffin, Ledbetter and Sparks, p. 189). In this commercial the persuasive
communication is

Luther's Attitudes To Political Violence And Authority
This essay will indicate the reasons that determine Luther's attitude to political violence and authority by quoting from his writings. Luther would be
placed at the lower left, as his attitude to political authority is "Christ against culture", and especially Rejectionist (A), whereas his attitude to political
violence is Realism (10) Luther's attitude to political authority is quite similar to Augustine's one, which stated that all authority is derived from God
(p.168). He also mentioned, "They (as humans) should obey God's commands, not because they appear just, but simply because they are God's
commands"(p.162). He also indicated that God is omnipotent, omniscient and transcendent outside space and time, and humans cannot do anything

consumer Essay
1. Explain a person's attitude towards visiting Disneyland in Hong Kong in terms of the tri–component model.
A tri–component attitude model consists of three major components as affect, cognition and conation. It is implying that Disneyland in Hong Kong has
the unique attraction towards the customer. The first part of this model refers to cognition that is knowledge and perception that are acquired by a
combination of the attitude object and related information from different sources. With reference to visiting Disneyland in Hong Kong it is a great
place to visit and have a fun with the kids, where people are able to rest from common daily activities. The cognitive component towards Disneyland is
what people experienced by visiting this ... Show more content on Helpwriting.net ...
b) Product manager can change consumer attitude toward the brand by using a broad statement (for example that only cereal with vitamins and dried
fruit or corn are helpful) and or claim. It will allow to set the brand higher than competitors.
c) People change their attitudes, so companies should be aware of it. They should go forward with changing environmental. As the current life style
attempts to look for healthy food, it could be good crossing over from the existing to the new ones with dried fruit and some corns.
d) As a production manager I will add such attributes as vitamins to breakfast cereal, making the product healthier. By adding this new formula it will
put the brand higher than the others as the tendency is to buy healthy products and will change the customers' attitude toward the brand.
3. What sources influenced your attitudes about studying buyer behaviour before classes started? Has your initial attitude changed since the unit
started? If so, how?
Social media and discussion with my colleagues had influenced my attitudes about studying buyer behaviour before my classes started. I found out that
it could be very interesting to get know how consumer behaves in reply to different ads, promotions or tricks used by the producers. My initial attitudes
were positive and motivation were on the highest level

Major Influences Affecting Political Attitudes
1.I believe the three major influences that affect the origins of political attitudes are family, gender, and education. I believe that family has a major
impact because those are the people you grow up around. Gender is important because women tend to support the nominee that supports more
"women issues" than the competing nominee. In the book, it states "since the late 1960s they [women] have been more likely to be Democrats".
Also, education plays a role because more educated people are more likely to know the issues and what vote would have the most benefit to society
compared to someone who didn't attend school and being less educated. But I believe the most important issue is family because since your parents
raised you, you are

Treatment Of Veterans In Odysseus
A veteran comes back from the war in Vietnam. Some people acknowledge him for his services and some people dishonor him for what he did in
the war. For example, someone sees a veteran with PTSD and tells him he is overreacting from what he'd seen. In fact, they do not know what the
man has gone through and why he is acting the way he is. In this essay, many people treat veterans with disrespect consequently as if he or she did
something wrong. Returning veterans or people are being treated with either honor, mental help, or with disrespect but higher disrespect and mental
help. According to the story, Odysseus thinks he will be accepted walking in the castle he once lived in but, he has a tough time trying to fit back into
society, after being... Show more content on Helpwriting.net ...
"Antinous was the ringleader; we'll make restitution of wine and meat consumed, and add, each one, a tithe of of twenty oxen with gifts of bronze and
gold to warm your heart. Meanwhile we cannot blame you for your anger." (Homer lines 1453–1463) According to Homer, the suiter's are scared so
they treat Odysseus like the king he is so they do not receive the pain of being shot. If Antinous was still alive the suiter's would have not treated
Odysseus like a king, they would've treated him poorly with Antinous. Altogether, treatment of Odysseus shows that after they come home people will
treat the person differently than they did before and they will not have the honor or loyalty to that specific person. Many years later some veterans are
not able to recover from the war and traumatic memories, even after treatment. In this article, four veterans share their story about what triggered their
PTSD and what they do for treatment. Mercer, Wiry, Leban, and Graves all have something in common, they all suffer from the disease, PTSD and
they all tried to seek some form of

Cognitive Dissonance Essay
Cognitive Dissonance
How do human beings make decisions? What triggers a person to take action at any given point? These are all questions that I will attempt to answer
with my theoretical research into Leon Festinger's theory of cognitive dissonance, as well as many of the other related theories. We often do not realize
the psychological events that take place in our everyday lives. It is important to take notice of theories, such as the balance theory, the congruency
theory and the cognitive dissonance theory so that one's self–persuasion occurs knowingly. As psychologist andtheorist gain a better understanding of
Festinger's cognitive dissonance theory manipulation could occur more easily than it already does in today's society. ... Show more content on
Helpwriting.net ...
The action taken would create psychological consistency in one's mind. These theories are very interesting and have been quite researched, but none
more so than Leon Festinger's theory of cognitive dissonance.
Leon Festinger's theory, unlike the others I have described, deal with quantitative aspects, as well as qualitative. That's what is so different and
revolutionary about Festinger's theory. Robert Wicklund and Jack Brehm (1976), in their book Perspectives on Cognitive Dissonance, write," Most
notably, the original statement of dissonance theory included propositions about the resistance–to–change of cognitions and about the proportion of
cognitions that are dissonant, both of which allowed powerful and innovative analyses of psychological situations (p.1). The term "dissonance" refers
to the relation between two elements. When two elements do not fit together they are considered dissonant. Cognitive dissonance can be broken down
into a number of elements. As
Brehm and Cohen (1962) write, "A dissonant relationship exist between two cognitive elements when a person possesses one which follows the
obverse of another that he possesses. A person experiences dissonance, that is, a motivational tension, when he (or she) has cognitions among which
there are one or more dissonant relationships"

Essay on What Is Really Behind Advertisement
Many people are in the debate whether companies use persuasion or manipulation in their advertisements to get people to buy a certain product. In
the Innocent ones advertisement the "Stop the Abuse" organization shows a picture of a sad, abused little boy. The advertisement only shows half
of his face, but the color in his face has been lightened so it has a gray tint. To the right, where the other half of his face should be, there is a stop
sign. The stop sign is bright red, and below the stop sign are big bolded words that read, "I am Not a punching bag." The word "not" is underlined to
bring the significance of the advertisement to end child abuse. The advertisement is placed a a pitch black background to the picture stand out more. The
... Show more content on Helpwriting.net ...
And then there are some people who look at it and their heart will break and they will donate immediately. The picture can only be counted as unfair if
it invoked the same emotion in everyone no matter who viewed it. Another reason the advertisement is not manipulative is because even though the
way the advertisement was structured was skillful, it was more on the creative side. The creativity is shown by the content of the advertisement. With
the use of a stop sign to replace half of a child's face, big bolded words, color scheme, and half of a child's face the company used creativity in designing
the advertisement. The only skill that was used was the structure of the advertisement. With the child's face to the left, the stop sign to the right, and the
bolded words underneath the stop sign it made the advertisement very easy to follow. However, that was the only skill used in the advertisement which
is why it was more creative than skillful. The advertisement that the "Stop The Abuse" organization has recently came out with is persuasive and not
manipulative because even though the advertisement is sad and may touch the emotions of some people, the fact of the matter is that it is only an
advertisement and it is strictly the person's, who is watching the advertisement, choice on whether to donate to the advertisement. The whole purpose of
why the organization used the advertisement is in an attempt

Assess The Impact Of Web-Based Communication On Public...
The impact of web based communication on public attitudes and political policy making has grown from small to large. With web based
communication, people are able to get information out to a larger quantity of people throughout the world. The impact is so great because we no
longer need to rely on word of mouth or the media and their personal views. Now everyone can get involved and go online to get information. As
stated in the article (the impact of web based communication on election and political policy making). Technology allows for the mass distribution of
a one way message from one to many. There are many different views. One being that laws and policies could be formulated allowing political power.
However, this power would need... Show more content on Helpwriting.net ...
"The data show that on twitter, political talk is highly partisan, where users' clusters are characterized by homogenous views and are linked to
information sources." The more tweets on twitter, the more the content or information is likely to be one sided. The other source of information
is face book. Many of these sites are viewed by the younger generation, who are into technology more so than the older generation. This is causing
many changes in the impact of web based communication. When they use these social Medias, they are able to reach out to more people and if
they have strong political views, they can reach out to their friends and get the information out. Social media has grown and is becoming the way
to get information out and more and more adults are using it as well as the younger generation. Many of the issues being posted are just personal
opinions and thoughts, but it is enough to get people on ones side and see their political point of view. People will constantly hit "like" if they agree
with the information being posted, causing people to just read views and not even know what they are liking, but liking it just because their friend
posted it. However, even though a person will like something, many people are moving away from group postings and loyalty and are more
independent in their personal and individual views, ideas and expressions. Many of these are built around human rights, environmental protection,
inequality and many other issues. There are findings that many people have different political views of their friends. These people are still friends.
However, they do not agree with their political

Arthur Birling's Outlook on Life Socially and In Business...
Arthur Birling's Outlook on Life Socially and In Business
In the play, Arthur Birling was one of the Predominant characters that portray an unsophisticated and Pompous man, but on the other hand Mr. Birling
was one of the wealthiest businessmen in the area (Brumly) and was very involved in local politics. His success brings him hopes of achieving
Knighthood and thus making him closer socially to Lady Croft and Sir George.
"....there's a far chance that I might find my way into the next Honours list. Just for a Knighthood of course." (Act 1. p.8)
As the play progresses the description of Mr. Birling certainly grants him a threatening appearance due to his size and stature.
"heavy–looking ... Show more content on Helpwriting.net ...
It's about time you learnt to face a few responsibilities. That's something this public–school and Varsity–life you've had doesn't seem to teach you!" (Act
1, p.16)
His self–centred and Pompous attitude (Not to mention his finances) gives him a social attitude worthy of praise and he is not hesitant to boast and
remind others about it, (especially when it comes to putting the Inspector in his place).
"...I ought to warn you that he's an old friend (Chief Constable Colonel Roberts) and I see him fairy frequently. We play gold together sometimes up at
the West Brumley"– (Act 1, p.16).
Arthur Birling's out look on life socially is greatly contradictorily to what he truly desires; He tries to impose an image to the other characters as a
man who is in control of the events that occur in the play. Mr. Birling in retrospect a snob who treats those who do not give him personal gain
(Meaning getting into the Honours list) like lesser people.
"You! You don't seem to care about anything. But I care. I was almost certain for a knighthood in the next honours List" (Act 3, p.57)
His wealth combined with his position as Lord Mayor allows him to think that he has a sort of superiority towards others. This

The Story Of Tom Brennan Analysis
This period of our lives is a one bursting with challenging events and life–changing transitions, don't you think? However testing this phase may be
though, it's how we accept and counteract these alterations that ultimately opens up a deeper understanding of our world and self. J.C. Burke's thought
provoking novel, 'The Story of Tom Brennan' and John Marsden and Matt Ottley's heartbreaking picture book 'Home and away', address this concept of
transition and their challenges associated as each protagonist undergoes a catastrophic journey surrounding a challenged attitude and the need for
maturity development.
This powerful characteristic that transitional phases possess have the potential to be a rewarding experience, as they provide an individual with the
opportunity for growth and knowledge development through newfound relationships. In 'The Story of Tom Brennan', Tom exhibits this through his
bond with Chrissy following the dark trauma he endures caused by his brother Daniel. Initially, Tom feels detached from his own identity as he refers
to himself in third person "I missed...simple Tom Brennan", emphasising his deteriorated mental state. However, the relationship he forms with
Chrissy is instrumental in his recovery as he begins to find himself again. His passionate tone in "Today I kissed Chrissy Tulake, I felt like Tom
Brennan" epitomizes how this bond empowers him to assert a stronger sense of personal identity. Burke, therefore, is able to reveal how transitional

Compare The Central Route To Persuasion
Concept paper #2 Persuasion
Description/Definition of Concept
Persuasion, by definition, is the process by which a message induces change in beliefs, attitudes, or behaviors (Myers, 2010). There are two different
paths that leads to influence. These two paths, or routes, are called the Central Route and the Peripheral Route. Although these two paths enable
information to be processed differently, there are four elements that determine whether the information will be influential or not. These four elements
include who is giving the information, what is being said, by what method is the information given, and to whom is it being told to.
The Central Route to persuasion occurs when the focus is on the argument or evidence and people response with positive thoughts and/or feedback.
This route is motivating when people care about an issue and want to talk about it. An example would be Global warming. People use scientific ... Show
If your speaking to well educated or analytical people, you should be more rational. However, uninterested parties tend to focus on the peripheral cues.
How it's being said means by what channel is the information delivered. Information can be delivered by face–to–face, written form, or through the
media. Repetition also makes things more believable. When you hear something over and over, you begin to believe it even if it's completely false.
This happens a lot to people who are bullied. They begin to believe the lies their tormentor tells them, thus resulting in low self–esteem.
The audience is the last element and possibly the most important. You need to know all the characteristics of your audience; such as age, knowledge of
the issue, and if they care or not about the argument. If your audience is young, you might want to steer clear of the central route because they probably
won't care about the facts and figures of your argument.
Research Developing or Supporting the

Aristotle's Three Artistic Proofs
Persuasion consists of artistic and inartistic proof. This theory comes from the great Greek philosopher Aristotle. Artistic proof is controlled by the
persuader who can control the choice of evidence, the organization of the persuasion, style of delivery, and language choices. Aristotle believed that
there were three main types of artistic proof, ethos, pathos, and logos. Ethos is persuasion depending on a source's credibility. Pathos uses the
emotions to appeal to people. Lastly, logos uses the idea of logical and rational appeals. By implementing the three artistic proofs when raising
awareness for the disease Lupus it can create great dividends for the cause and rally people to raise awareness.
The artistic proofs can help raise awareness in a copious amount of ways. Our group can utilize ethos ... Show more content on Helpwriting.net ...
As a group, we have close personal connections to people that suffer from this disease. Our efforts are to raise awareness with students of the
symptoms because people who suffer with lupus are among us every day and we cannot comprehend the struggle that they are going through. When
creating the pamphlets that we will use to educate the masses, we will include stories of people who suffer from this disease. By including the
personal testimonies it will allow students to understand how lupus affects the victim's everyday life. Once students understand how painful it to live
with this disease, they will be aware of the symptoms and be able to educate others. Grasping what people with this disease go through and what they
suffer from, has motivated our group to inform others of how important knowing the symptoms of lupus and how important the quest for a cure is. The
reasoning is that this is a genetic disease that is affecting 1.5 million Americans and a total of 5 million throughout the world, and there has yet to be a
cure for this disease, just treatments to help the sufferers through their

Elaboration Likelihood Model By Richard E. Petty And John T
Elaboration Likelihood Model This model, developed by Richard E. Petty and John T. Cacioppo, favors a process–based approach. This allows for a
given variable having different persuasive effects at different points in the interaction process [7]. Petty and Cacioppo break the persuasive process
down into three steps: motivation to process information, ability to process information, and cognitive processing. To proceed through these steps,
people take either the central route, which has more long–lasting effects, or the peripheral route [6]. The central route relies on high intrinsic motivation
and ability while the peripheral route relies on implicit cues and associations. "Elaboration" refers to considering the presented information... Show
One example of this is what researchers Kar Yan Tam and Shuk Ying Ho term as a "sorting cue," a peripheral way to guide users' attention and
decision making process [7]. For instance, developers could emphasize punctual check–ins with sorting cues. One possible way to do this would be
highlighting the "check–in" tab and the specific button for that check–in in a clear but non–obtrusive way. By making the button catch users attention, it
might remind them to check in if they have forgotten. Another possibility is, by taking advantage of the mobile platform, configuring notifications
around the check–in time for when the user does not have the application open. The Functional Triad Along with coining the concept of captology,
the study of persuasive technology development, B.J. Fogg developed the functional triad framework. The purpose of this framework is to sort the
persuasive elements of a given technology into three categories of how humans can view computers toward the end of better understanding the
technology's persuasive power [2]. These three categories are computers as tools, computers as media, and computers as social actors. Since it is the
least relevant to SlipBuddy, we will briefly address computers as media first. This category focuses primarily on simulations. By helping users practice
a behavior, they can experience change in reality [2]. There are three subcategories: cause–and–effect, environment, and

Advertising Campaign Is Not An Easy Task
Firms spend large amounts on advertising, estimated to reach $600b in 2015 , this spending represents sunk costs . Increases in spending will not
necessarily prove successful; moreover an effective campaign will engage consumers and provide positive brand attitudes. For this reason this area of
research is important and should be noted. Increasing the effectiveness of one's advertising campaign is not an easy task; there are many issues that
have to be acknowledged and, more importantly, understood. A plethora of research has been undertaken regarding consumer behaviour; one only
needs to look at the sheer volume of academic articles and books on the topic. There are however several categories within consumer behaviour that a
firm can target dependant on their product offering. Exposure, memory and attitude pose these issues. Foremost exposure refers to the process by
which the consumer comes in to physical contact with a marketing stimulus and they can be exposed to this stimulus during any stage of their decision
making process. Exposure is mostly affected by three factors; the position of the advert in mediums (e.g. TV or print); product distribution; and shelf
placement. Furthermore consumer memory refers to the persistence of learning over time ; information is retrieved both consciously and
unconsciously. Such memories can be retained for any given period of time and stem from experiences and evaluations. Finally attitude is an
evaluation a consumer expresses

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