Ultimately, the key is to understand your audience and tailor your message to resonate with them on both a logical and emotional level. By doing so, you’ll be more likely to achieve your desired outcome.
Browsing: Research Briefs
Author(s): Gerd Bohner, Nina Dickel Source: Annual Review Psychology Date: 2011 If you’ve ever found yourself inexplicably drawn to a…
Attitude accessibility is the ease with which an attitude can be retrieved from memory. The more accessible an attitude is, the more likely it is to influence behavior.
Laroche, Toffoli, Zhang, and Pons, conducted a survey of 460 Chinese and 510 Canadian respondents to test the persuasive effects…
Staats, Staats, and K’s (1958) study on “Attitudes Established by Classic Conditioning” explored the extent to which attitudes can be…
Mourali and Yang’s paper highlights the dual role of power in resisting social influence. While power can provide individuals with the resources and confidence needed to resist social influence, it can also lead to overconfidence and a belief that one is immune to the influence of others. By understanding these competing effects of power, individuals and organizations can better navigate social influence dynamics and promote a culture of independent thinking and critical inquiry.
Weinberger’s article highlights the potential relevance of the sleeper effect for advertising and suggests that more research is needed to better understand its impact in this context. While the sleeper effect may not be a panacea for advertisers, it does offer some interesting insights into how consumers process and respond to advertising messages.