Professional Documents
Culture Documents
by
Katz Illiana
Paraskevopoulou Lina
Pavlovic Sofia
Tziliou Charis-Artemis
x For the purposes of this paper, a free service trial offer can be defined as an
offer to the consumer to experience, at no monetary cost, all or part of a core,
augmented or facilitating service that the consumer does not currently use or is
being offered by a service provider other than the one currently used.
5. + is balanced ,– is imbalanced
6. Less important element changes
QUALITY
CELEBRITY ENDORSEMENTS
MULTIPLE ARGUMENTS
MULTIPLE SOURCES
(MODELS)
x MAGIC NUMBER 3
EATING HEALTHY FOOD 4
It all comes down to the way we humans process information. We have become
proficient at pattern recognition by necessity, and three is the smallest number of
elements required to create a pattern. This combination of pattern and brevity results
in memorable content.
It’s no accident that the number three is pervasive throughout some of our greatest
stories, fairy tales and myths.
It’s also no coincidence that some of the most famous quotes from throughout
history are structured in three parts
The rule of three is one of the oldest in the book - Aristotle wrote about it in his
book Rhetoric : Put simply that people tend to remember the list of three things.
x Opinion leader
Two-step flow of communication has been propounded by Paul Lazarsfeld and
Elihu Katz.Individual whose ideas and behavior serve as a model to others. Opinion
leaders communicate messages to a primary group, influencing the attitudes and
behavior change of their followers.
x Expert opinion
The heuristic aspect of this model is the less analytical approach to persuasive
argument response, where the justification for the response is that 'Experts can be
trusted' or 'Consensus opinions are correct'
Theory maintains that people will use this simple decision rule to reach a
conclusion instead of examining the validity of the argument.
x Authority beliefs
We tend to believe more people who are authority. Putting a student in fear of bad
grades may motivate the student to work harder.
The social learning theory emphasizes the importance of observing and modelling the
behaviours, attitudes, and emotional reactions of others. Thus it focuses on learning
by observation and modeling.
1. Direct experience
x Two-Sided Messages:
“For a noncontrovesial topic, a communicator acknowledging the existence of
possible counter positions increase the image of honesty, fair-mindedness, and
expertise in the minds of the receivers”.
“The two-sided messages examine the available counterarguments and, unlike the
one-sided message, give defences to strengthen the beliefs”.
x Classical Conditioning:
Backward Conditioning – occurs when the scenery is presented first, and then
presented along with the conditioned stimulus.
x Individuals come to “know” their own attitudes, emotions, and other internal
states partially by inferring them from observations of their own overt
behaviour and/or the circumstances in which this behaviour occurs. thus, to
the extend that internal cues are weak, ambiguous, or uninterruptible, the
individual is functionally in the same position as an outside observer, an
observer who must necessarily rely upon those same external cues to infer the
individual’s inner states.
References
Daryl J.Bem. 1972. Self-Perception Theory. Academic Press, Inc., New York and
London. Advances in Experimental Social Psychology,Vol. 6 Dec. 4 2009
Booker, Christopher (2005). "The Rule of Three". The Seven Basic Plots: Why We
Tell Stories. Dec. 4 2009
Paul Lazarsfeld & Elihu Katz. Two-step flow of communication. Dec. 4 2009
Alice Eagly & Shelly Chaiken. Attitude research in the 21st century: the current state
of knowledge. Dec. 4 2009