Free Essay

Theoretical Concepts on Persuasion

In: Business and Management

Submitted By FM4apcei
Words 2478
Pages 10
Part I: Theoretical discussion of some concepts on Persuasion

1. Define persuasion and distinguish it from other forms of communication.
Persuasion is a form of communication that involves the ability to convince others to change his/her position on a certain subject. But unlike negotiation, which suggests some degree of backing down or meeting in the middle. “Rather than compromising, as in negotiation, effective persuasion will actually convince the opposing party to abandon their previous position and embrace yours (” In other words, effective persuasion enables you to get other people to willingly do what you want them to do.
Looking closely at the definition of Perloff (2003) “Persuasion is a symbolic process in which communicators try to convince other people to change their attitudes or behavior regarding an issue through the transmission of a message, in an atmosphere of free choice.” The two most important component of this definition are: (1) the deliberate intention to change the attitude or behavior of another person, and (2) voluntary compliance, that is, not by force.
Therefore, although persuasion is like any other form of communication such that it is a “process of stimulating meaning in the mind of another by means of a message (Putnam, 2014).” it is different from the accidental type since in the accidental form there is no intention to change attitudes or behavior but simply to transmit information to another person. It is also different from coercion since in coercion the other party is forced to change attitude or behavior, while in the persuasion process, the other person is left to decide whether he or she will change attitude or behavior.

There are three factors that influence effective persuasion – (1) the credibility of the speaker, (2) the type of audience and (3) the content of the message.
The personal character of the speaker is a crucial factor to the persuasion process. If the audience perceives the speaker to be credible, then it becomes easier for the speaker to convince the audience. There are two types of audiences, the highly involved and the less involved audiences. Highly involved audiences are more likely to be affected by the central arguments being relayed by the speaker rather than the credibility of the speaker. On the other hand, less involved audiences are more influenced by the credibility rather than the content of the message (Yates, 2001). For this reason, the content of the message becomes an important factor to effective persuasion as well. In order to come up with a convincing message, it is necessary that the speaker build the message around the audience. He must find a way to know his audience well and prepare carefully his arguments in such a way that the speaker will be able to relay to the audience their shared benefits and eventually convince the audience to willingly accept his position (Conger, 1998).
In summary, persuasion is a form of communication that aims at influencing other people by using the right words and/or symbols, which allows the audience to feel that he/she is being left to make his/her own choice. And so, for persuasive attempts to work effectively it is necessary that the persuaders prepares his arguments well in such a way that it will resonate the general attitude or behavior of his audience.

2. Differentiate persuasion from coercion.
“Persuasion deals with reason and verbal appeals, while coercion employs force (Perloff, 2003).” Although both forms of communication aim at changing the attitude or behavior of another person, persuasion uses non-threatening tactics to influence the other person, and allows the person to make a free choice. Conversely, coercion uses threats to influence another person such that the other person feels that they have no other option but to comply.
Aside from the use of non-threatening or threatening forms of communication, persuasive messages highlights shared benefits while coercive messages thwarts or puts down wants and desires that are contrary to what the speaker would want the audience to do (Barnhart, 1973). Hence, the main difference between persuasion and coercion is the manner in which the person is convinced to change attitude or behavior.
3. Describe the major factors that affect the persuader’s credibility.
Based on my reading, the following may be considered as major factors that affect the persuader’s credibility:
a. Rank or status – refers to the position of the persuader in relation to the audience. The more senior and the more expert the speaker/persuader is perceived to be by the audience, the more credible he/she appears to the audience.
In line with this, one’s level of expertise may be seen from the kind of evidence that the persuader is able to present to the audience. The ability of the persuader to present not only numerical data but examples, stories, metaphors and analogies in order to support his position, the more compelling and tangible his position become (Conger, 1998).
b. Open mindedness – refers to the ability of the persuader to “enter the persuasion process prepared to adjust their viewpoints and incorporate others’ ideas (Conger, 1998).” When the other person sees that the speaker/persuader is eager to listen to their ideas and finds a way to incorporate it with his own, the other person responds more positively to the persuader. They trust and listen more attentively to the persuader as the audience sees from the persuader that he has their best interest in mind as well.
c. Connect emotionally – this concept refers to the persuader’s ability to show his own emotional commitment to the position he is advocating. At the same time, emotional connection refers to having a strong and accurate sense of the audience’s emotional state as well (Conger, 1998).
When the persuader is able to show the right emotional commitment to the position or message he is trying to relay to his audience, the audience sees that his commitment to his position is not only in his mind but in his heart as well. Which means to show that he is truly convinced of his idea and this conviction makes him seem to be even more credible. At the same time, if the persuader is able to capture his audience’s emotional state, he will be able to use the right tactic to appeal to their emotion and will be able to get his message across to them more convincingly. If the audience seem to be the dramatic type, he will probably use different voice tones to capture his audience, however, if the persuader perceives his audience to be the “factual” types, he would probably use direct to the point statements to be able to capture his audience.
4. Identify and explain at least three Filipino values which constitute useful targets for persuasive appeals.
The three Filipino values which may be useful targets for persuasive appeals are (a) utang na loob, (b) pakikisama, and (c) palabra de honor.
(a) Utang na loob is a value that Filipinos hold very strongly. Having a sense of gratitude is highly valued in the Philippine society. “Literally, it means an ‘internal debt’. Figuratively, it means lifelong reciprocation, immeasurable gratitude, favors quantified exponentially (Castillo, 2011).” This automatic sense of obligation to repay a favor makes this Filipino value an easy target for persuasive appeals; it falls under the rule of obligation, a rule that compliance experts or persuaders use in order to influence other people.
The rule of obligation is based on the reciprocity principle which states that when others do something for us, we feel a strong need, to return the favor. Even without intending to do so, other people triggers this feeling of indebtedness particularly when the receiver of an action perceives such action as a favor. ( Because utang na loob is imbedded in the Filipino culture, compliance experts or persuaders would have to simply find a way to trigger this feeling of indebtedness in order to get their audience to do what they want them to do. Giving out samples of popular consumer products in the grocery stores such as shampoo and conditioner, soap, instant noodles, etc., is a simple example of using this value of utang na loob to get Filipinos to patronize certain products. In the same manner, when politicians extend help to their constituents, as when he places their names on the grocery bags that they distribute, is another example of taking advantage of the value utang na loob to get their constituents to re-elect them on the next election. In both examples, the act of doing a favor to someone is at play, whether the act of giving the favor was expected or not from the giver, the same reaction is triggered, which is reciprocating the act by patronizing the product or the person.
(b) Pakikisama, is another trait and value that is very much part of being a Filipino. Tomas Andres (1996) in Leoncini’s conceptual analysis of pakikisama (2009) defines pakikisama as an “act of reaching out to people and trying to know them, and understand them in their need to develop in themselves as potential members of the group and as assets to the organization...It is a symbiotic relationship of give and take that eventually leads to understanding.” Although this definition is similar to that of utang na loob where in the reciprocity rule is also at play, this particular Filipino value is another useful target for persuasive appeals as it follows another rule of persuasion which is the rule of connectivity.
The rule of connectivity states that “the more we feel connected to, part of, liked by, or attracted to someone, the more persuasive they become. When you create an instant bond or connection, people feel more comfortable around you.... When we feel connected with someone, we feel comfortable and understood; they can relate to us and a sense of trust ensues (” Therefore, by simply establishing this feeling of connectivity and trust, compliance experts or persuaders will now find it simpler to influence Filipinos and sway them to accept the position or kind of attitude they want to put in them. An example where in the concept of pakikisama is working is when we see union leaders or leaders of certain group of activists are able to persuade their followers to join them in street rallies even if doing so will put them in conflict with the law. Members of these activist groups willingly follow their leaders in spite of the dangers it poses because of the trusting rapport that the leaders have established with the group as a result of the pakikisama he initially showed to the group.
(c) Palabra de honor is a value that used to be very much part of the Filipino culture. The Filipinos inherited from the colonial Spain this value where in one feels obligated by a sense of honor to tell the truth and live up to commitments ( Unfortunately, this is one of the Filipino value rarely seen practiced by people in key positions these days. Nevertheless, this is one Filipino value that could still become a useful target for persuasive appeals. It is a concept that may be linked to the rule of dissonance, another rule of persuasion used by compliance experts or persuaders in influencing their audiences,

The rule of dissonance states that “people will naturally act in a manner that is consistent with their cognitions (beliefs, attitudes, and values). Therefore when people behave in a manner that is inconsistent with these cognitions, they find themselves in a state of discomfort. In such an uncomfortable state, they will naturally be inclined to adjust their behaviors or attitudes to regain mental and emotional consistency (” We see Compliance experts and persuaders apply the rule of dissonance whenever we hear or see them verify first with their audience a certain attitude or behavior consistent with the idea that they will attempt to propose to their audience. Experts call this specific tactic as the “foot-in-the-door” technique, by getting their audience to first agree on an idea they have suggested, compliance experts and persuaders are able to trick their audience to eventually adhere to the position they are proposing because they know that the rule of dissonance will only make their audience feel uneasy if they change their position after having initially declared that they agree on the idea being suggested to them earlier.
We can see the rule of dissonance being used by advertisers when they come up with contests where they ask consumers to send them, for example, their pictures using their product together with a short essay why they prefer to use the particular brand they are advertising. By getting their consumers to put in writing the reasons why they patronize their product, they increase the probability of getting the consumer keep on buying their product because to change to another brand would mean that they do not have palabra de honor, which means they are not consistent and being inconsistent is a label that no one would normally want to be tagged.

Castillo, Dolly P. 2011. Utang na loob a quaint Filipino cultural value. Retrieved on February 28, 2014 from

Cialdini, Robert B. 2007. Influence: The psychology of persuasion. New York: HarperCollins books.

Conger, Jay A. 1998. The necessary art of persuasion. Harvard Business Review, May-June 1998. Retrieved on February 22, 2014 from

Emata, Ben. 2010. Palabra de honor is gone. Retrieved on March 1, 2014 from

Leoncini, Dante Luis. 2009. A conceptual analysis of pakikisama. Retrieved on March 1, 2014 from

Miranda, Felipe B. 2004. A nation’s palabra de honor. Retrieved on March 1, 2014 from

Putman, Mike. Critically analyzing a speech: The classical system. Retrieved on February 22, 2014 from

Yates, Joanne. 2012. Persuasion what the research tells us. Retrieved on February 23, 2014 from

The rules on persuasion. Retrieved on February 22, 2014 from

Coercion vs. Persuasion. Retrieved on February 23, 2014 from

2010. Reciprocity and the concept of utang na loob. Retrieved on February 28, 2014 ffrom

Similar Documents

Premium Essay

Critical Appraisal

...t Critical Appraisal # 1 Theoretical Framework a. The study framework was clearly identified as Bandura‟s (1986) Self-Efficacy Theory, which is a substantive theory (Burns & Grove, 2009). b. The discussion of the framework is limited with the linking of the concept of self-efficacy to the independent variable of the nurse-coached IMT. No model of the framework is provided. The major study concepts include: situational demands, vicarious experiences, verbal persuasion, enactive attainment, performance accomplishment, and enhanced self-efficacy. Variable Identification and Definitions Independent variable: Home-based nurse coached IMT Intervention Conceptual definition: “Bandura‟s Self-Efficacy Theory guided the intervention for the experimental group (IMT)… Vicarious experiences for the IMT group were accomplished by observing the demonstration of the tack of using the Threshold Device, thus „modeling‟ the instruction and demonstration provided by the RA. Performance accomplishment was achieved by „mastering‟ the technique of inspiring into the device with a nose clip in place… thus providing tangible evidence of progress” (Padula et al., 2009, p. 21). Operational definition: “The Threshold Device (Healthscan) was used for resistive IMT breathing training… Training consisted of demonstration by the RAs, with return demonstration at baseline followed by a week of device use…” The study intervention was detailed in Padula et al. (2009, p. 20) CRITICAL APPRAISAL......

Words: 506 - Pages: 3

Free Essay

Effectivness of Advertisment for Speeding Behaviours

...Running head: EFFECTIVNESS OF ADVERTISMENT FOR SPEEDING BEHAVIOURS A Review of the Effectiveness of Advertisement Campaign as a countermeasure for preventing Speeding Behaviours in Drivers Name: Mylinh Huynh Student number: n8910481 Unit Name: Traffic Psychology Word Count: 3488 Abstract This essay discusses about the theoretical and empirical evidence relating to the effectiveness of advertisement as a countermeasure for speeding. The results of the review highlight the mixed and inconsistent findings that have been reported in the literature. While fear arousal appears important for attracting attention, its contribution to behaviour change appears less critical than other factors, such as perceptions of vulnerability and effective coping strategies. Furthermore, physical threat appeals such as death or portraying physical harm is less effective for males then females. Consequently, further research is required to determine the optimum way to utilise advertisement as a countermeasure for speeding. A Review of the Effectiveness of Advertisement Campaign as a countermeasure for preventing Speeding Behaviours in Drivers Most traffic accidents are caused by dangerous driving habits attained and carried out by drivers. Risky driver behaviours such as speeding and drink driving represent one of the leading causes to road trauma (Boyle, 1984). One of the most prevalent factors contributing to Australia's road death accidents is speeding. According to......

Words: 3476 - Pages: 14

Free Essay

Blah Blah Blah

...1 Running head: CRITICAL APPRAISAL # 1 Critical Appraisal #1 of Padula, Yeaw, and Mistry Article by Susan Grove, PhD, RN, ANP-BC, GNP-BC The University of Texas College of Nursing In partial fulfillment of the requirements for N5301 Research in Nursing Susan K. Grove, PhD, RN, ANP-BC, GNP-BC Date CRITICAL APPRAISAL # 1 2 Critical Appraisal # 1 Theoretical Framework a. The study framework was clearly identified as Bandura‟s (1986) Self-Efficacy Theory, which is a substantive theory (Burns & Grove, 2009). b. The discussion of the framework is limited with the linking of the concept of self-efficacy to the independent variable of the nurse-coached IMT. No model of the framework is provided. The major study concepts include: situational demands, vicarious experiences, verbal persuasion, enactive attainment, performance accomplishment, and enhanced selfefficacy. Variable Identification and Definitions Independent variable: Home-based nurse coached IMT Intervention Conceptual definition: “Bandura‟s Self-Efficacy Theory guided the intervention for the experimental group (IMT)… Vicarious experiences for the IMT group were accomplished by observing the demonstration of the tack of using the Threshold Device, thus „modeling‟ the instruction and demonstration provided by the RA. Performance accomplishment was achieved by „mastering‟ the technique of inspiring into the device with a nose clip in place… thus providing tangible evidence of progress” (Padula et al.,......

Words: 561 - Pages: 3

Free Essay

What Are Attitudes and How Do They Influence Message Reception and Attitude Change?

...result of early socialisation. Communication, whether verbal or non-verbal, is essential in human interaction. Therefore, the study of communication is essential in understanding human behaviour. The field of social psychology deals with how we think about and interact with others, so it is no surprise that this field will be the basis of reasoning in this paper. Relationships are very important in our social reality; however, they are also very fragile. Building relationships instead of destroying them will depend on our understanding of our ongoing interaction with people. Our attitudes will always tell a very interesting story as they are deeply imbedded in our self identity. As individuals we tend to get passionate about specific concepts, this passion really demonstrates our attitudes on social information. For this reason, the influence of attitudes on human behaviour is dominant and relevant. It can then be said that our behaviour intention is actually dependent on our attitude towards the particular behaviour. The communication process is one of transferring meaning from one person to another. More than often, this transfer of meaning is intended to influence or persuade whoever it is directed at. The communication...

Words: 1697 - Pages: 7

Free Essay


...questions; and intended to generalize a sample population of five NGOs (Babbie, 1990 cited in Creswell, 2009, p. 12). B. CHARACTERISTICS OF RESEARCH APPROACH The characteristics of case study research embody the following (derived from Creswell, 2009, p. 175-176): multiple sources of data; theoretical lens; and participant meaning.. First, multiple sources of data may include: observation, case studies related to humanitarian organizations, documentation from humanitarian organization’s source to donors, and other mass media and social media available. Additionally, the study will use framing theory as its guiding approach and how it relates to soft power theory, to understand how humanitarian organizations develop their messages. Finally, the participant meaning by reviewing the responses NGOs have toward the research questions to view “the meaning that the participants hold about the problem or issue, not the meaning that the reaserchers bring to the research or writers express in the literature”(Creswell, 2009, p. 176). C. RESEARCH STRATEGY AThis research offers an appropriate strategy for three primary reasons. First, it develops the landscape of understanding for theoretical frames related to soft power of NGOs. Secondly, , the collected survey data is representative of NGOs understanding of their use of messages that they use with their donors and potential donors, and their understanding of their soft power....

Words: 2988 - Pages: 12

Premium Essay

Anarchy, Freedom, Liberty

...for three words whose meanings have nothing to do with each other. In the next pages, we will demonstrate that, on the contrary, they are very strongly connected not only in a philosophical sense, but also at a political level. In order to relate the three concepts, we must define each one of them. FREEDOM The word freedom implies the absence of necessity, coercion, or constraint in choice or action . Freedom implies no boundaries to limit human actions, so an individual can act however he wants. The concept of boundaries transforms the word freedom into the word liberty. Whereas the concept of freedom ignores the concept of obligations, the concept of liberty implies potential obligations. The word freedom ignores interactions with other humans, the word liberty acknowledges those interactions. The word liberty describes specific freedoms of action without obligations toward others , but recognizes that obligations might exist. The concept of boundaries introduces obligations toward other people. The concept of freedom implies unrestricted movement and actions regardless of boundaries, but the concept of liberty imply restrictions on actions because of boundaries . There is another word that describes the concepts of liberty and freedom. Anarchy. ANARCHY The “A” word is currently used by many people to imply unlimited boundaries, chaos, and disorder. But, what exactly...

Words: 1226 - Pages: 5

Premium Essay

Puns in Language of Advertisments

...Introduction Nowadays the significance of the advertisements is evident. Modern advertisement as a sociocultural phenomenon reflects people’s life-style and the position of culture in the society and, therefore, demonstrates the current state of our language. William Bernbach, the most important and influential figure in the history of modern advertising, nearly a century ago said: “In advertising not to be different is virtually suicidal”. Time has passed, but these words are still important for modern advertisers who have to monitor and catch new tendencies in the society and use the most original and effective language means. Sometimes we can find ways of advertising that are more advanced than modern language norms and, thereby, in the process of searching the most efficient way to persuade the customer advertisers invent new figures and models of speech that become more and more popular with people and develop the language. Modern advertisements attract attention of scholars from different fields of science, especially linguists from all over the world. Their main sphere of action is studying the promotional text and, therefore, the language of advertisements. Every day ordinary customers are faced with huge amount of products. In order to perform its main function - to present the products to the consumers and persuade them to buy, advertisements widely use puns. You can only pick up the nearest magazine and look at it to see how common puns are in......

Words: 613 - Pages: 3

Premium Essay


...dfdfdfsffffftggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggggg hrough application of Lasell's Connected Learning philosophy, Fashion students have ongoing opportunities to apply theoretical concepts through industry- oriented assignments and by working in the field with recognized leaders in the fashion industry. The upper-level professional courses are oriented toward a critical thinking and decision-making environment that graduates will face when making the transition from college to middle- and upper-management positions. Students learn how to plan strategically, organize for profitability, and cultivate creativity. These elements of learning are carefully woven together, and additionally include student engagement in community service-learning projects and a focus on social responsibility. Fashion students are directly involved in fashion show productions as producers, set designers, or stylists, both on and off campus. Senior capstone courses combine the knowledge accumulated throughout the program while cultivating students' interests and preparing graduates with a dynamic skill-set to enable fulfilling career goals. Fashion graduates pursue careers such as: stylists, manufacturing technicians, buyers, inventory planners, merchandisers, visual merchandisers, and store managers for a variety of product categories beyond apparel. Graduates receive a Bachelor of Science Degree in Fashion & Retail Merchandising. The following goals and associated......

Words: 481 - Pages: 2

Premium Essay

Theoretical Framework

...1.4 Theoretical Framework According to this study, the theoretical framework is based on the concept of self-efficacy developed from social cognitive theory by Bandura (1977). Most of the researchers in education and psychology applied the concept of teacher’s sense of self-efficacy from this theoretical framework. Bandura (1997: p. 3) explains that self-efficacy beliefs as “beliefs in one’s capabilities to organize and execute the courses of action required to produce given attainments”. Furthermore, sense of self-efficacy has closely related to self-perception of proficiency instead of factual degree of proficiency (Bandura, 1997). In generally, individuals are commonly overestimated or underestimated their factual abilities and these estimations...

Words: 1981 - Pages: 8

Premium Essay

What Is Critical Junc

...the widely held view that Kant is deeply hostile to faith. The general aim of the Transcendental Dialectic is to expose reason's excesses, its drive to move beyond the limits of possible experience, and to bring all concepts into a systematic unity under an “unconditioned condition.” The Transcendental Dialectic begins with a critique of reason's illusions and errors within the sphere of Rational Psychology. It then moves on to a critique of cosmological metaphysics, and then to the “Ideal of Reason” where Kant turns to Rational Theology and its pursuit of religious knowledge. As Kant explains, underlying all the traditional proofs for God's existence is the concept of the ens realissimum, the most real being. Reason comes to the idea of this being through the principle that every individuated object is subject to the “principle of complete determination.” While the generality of concepts allow them to be less than fully determined (e.g. our concept of a horse extends over horses that are different colors, heights, etc.), individuated objects must be completely determined (e.g. an individual horse must have specific colors, a specific height, etc.). Hence, where the particular determinations of actual objects are discovered through experience, our concepts, which in themselves are not objects of experience, necessarily...

Words: 13468 - Pages: 54

Premium Essay

Public Relations SciVerse ScienceDirect Public Relations Review Revisiting the concept “dialogue” in public relations Petra Theunissen ∗ , Wan Norbani Wan Noordin 1 School of Communication Studies, Faculty of Design & Creative Technologies, AUT University, Private Bag 92006, Auckland 1142, New Zealand a r t i c l e i n f o Article history: Received 2 October 2010 Received in revised form 14 September 2011 Accepted 14 September 2011 Keywords: Public relations Dialogue Two-way symmetric communication Risk a b s t r a c t This paper follows a critical approach in exploring the philosophical underpinnings and key features of dialogue in public relations practice and thinking. It argues that dialogue has been uncritically equated to two-way symmetrical communication, which has not done justice to the nature of dialogue, and has effectively stifled concrete development of a dialogic theory in public relations. The paper draws from a range of literature, including mainstream public relations and communication philosophy—in particular the philosophy of Martin Buber. The purpose of this paper is to inform public relations thinking by encouraging debate rather than proposing a new theoretical approach. As such, it sets out to explore the concept of dialogue and its philosophical underpinning, considers its practical application and suggests that it should not be seen as superior to persuasion. © 2011 Elsevier Inc. All rights reserved. 1. Introduction The......

Words: 8548 - Pages: 35

Premium Essay

Why More and More Students Are Looking for Social Environments to Study Alongside Each Other?

...Recently we have seen a significant change in study behavior of today’s Flemish students (Belgium) of higher education. In exam periods, more and more students are looking for social environments to study alongside each other. Public places such as libraries, study landscapes, student restaurants are receiving large groups of students. Looking on the broad research literature related to this phenomenon we found two lines of theorizing and research that describe the same phenomenon, but could not offer us a satisfying explanation. On the one hand recent studies and projects have used thematic pedagogical concepts, such as student-centeredness, active learning, collaborative group work and technological enhancement to drive design for informal learning spaces to provide students with a common area in which to gather, relax, socialize and work together outside classes. The increases use of students studying in these common areas support the success of this redesigning, but not our phenomenon. In Flanders this phenomenon occurs also in old libraries without such innovations. On the other hand, a lot of research focuses on the current generation of students and their relationship to technology. Termed ‘digital natives’ or the ‘Net generation’, these young people are said to have been immersed in technology all their lives, imbuing them with sophisticated technical skills and learning preferences. These characteristics suggest that this Generation would benefit from a more......

Words: 481 - Pages: 2

Premium Essay


... Ryan Manuel CFB 3333 Fall 2014 Mind Control or brainwashing is a theory or claim that was ultimately discovered by Edward Hunter in the 1950’s within the time of the Cold War. By using the term "hsi-nao" the Chinese people and officials meant certain different techniques in dealing with adversaries, troops or platoons and the training of officials within the time of the Korean War. To the Western usage the term "brainwashing" spread in the 1950s through several publications depicting the treatment of American soldiers at Chinese prison camp during the Korean War 1950-1953. Mind control can also be described or defined as thought reform, thought control, or coercive persuasion. Mind Control can be defined also as a theoretical indoctrination process that results in a person’s inability to think on their own, and disrupt the beliefs and affiliations a person has with a certain religion or person. There are various different theories within the idea of brainwashing, but the main idea or reason behind the tactic of brainwashing is to be used within the field of battle. Mind control occurs when people ultimately have their minds controlled by a certain action wanted to take place or controlled by a certain group of people of higher being or higher stature whom are trying to conquer a certain object or rule a certain person. Mind control is a claim that has been tested and tested time and time again, which many people believe is true......

Words: 2511 - Pages: 11

Free Essay

Impact of a Sponsorship Activity on the Brand Perceptions Within an International Context: the America’s Cup and Louis Vuitton Case.

...corresponding author 4, Chemin de Bellevue - BP 80439 - 74944 Annecy-le-Vieux Cedex - France Francesco Casarin, University Ca’ Foscari of Venezia Paola Cerchiello, University of Pavia Gunnar Mau, University of Göttingen Carmen Rodrigues Santos, University of Leon Astrid Siebels, University of Hannover All members of the “International Network on Consumer Behaviour Studies” Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Abstract On the basis of an extended review of literature dedicated to experimental studies of sponsorship effects on brand perceptions, this paper introduces a detailed framework of sponsorship persuasion process. Considering the central “transfer” between event and brand perceptions, the model also includes moderating effects (such as congruence) and focuses on specific components of functional, affective and symbolic customer value. In Spring 2007, a Web survey was conducted to evaluate the impact of Louis Vuitton’s sponsorship of America’s Cup. A total sample of 1,400 European respondents was developed thanks to the collaboration of eight Universities in France, Germany, Italy and Spain, working together within the “International Network on Consumer Behaviour Studies”. The model and hypotheses were tested with P.L.S. regression and textual data analysis. Very interesting results come out, demonstrating the importance of......

Words: 9305 - Pages: 38

Premium Essay

Marketing Strategy of Laundry Shop

...THE EFFECTS OF SALON PATRONAGE IN RELATION TO SEX APPEAL IN PRINT ADVERTISEMENTS by Sandra L. Morris A Dissertation Presented in Partial Fulfillment Of the Requirements for the Degree Doctor of Philosophy Capella University June 2006 © Sandra Morris, 2006 THE EFFECTS OF SALON PATRONAGE IN RELATION TO SEX APPEAL IN PRINT ADVERTISEMENTS by Sandra L. Morris has been approved June 2006 APPROVED: JIM MIRABELLA, DBA, Faculty Mentor and Chair RICHARD MURPHY, DBA, Committee Member ELAINE GUERRAZZI, Ph.D., Committee Member ACCEPTED AND SIGNED: __________________________________________ JIM MIRABELLA, DBA. __________________________________________ Kurt Linberg, Ph.D. Dean, School of Business & Technology ABSTRACT The purpose of this study is to determine whether there is truth in the notion that sex sells to women better than more conservative advertisements that focus on skills and services when salon. advertising The study will for an also upscale look at full-service whether female consumers are honest with themselves about how they respond to advertisements. Two advertisements were produced for an upscale salon, one with sex appeal and one without. A survey was conducted at that salon which determined whether women would patronize the salon based on the sexy advertisement. The two different advertisements were then handed out to a target market of women with different variables such as age and marital status. responsiveness The results of this...

Words: 16266 - Pages: 66