Summary:
Persuasion is a key process in our day-to-day lives. In particular, advertisers seek to persuade us to purchase their product, primarily through the peripheral route of communication. Many other forms of persuasion exist. But what is persuasion? How does it change our attitudes, and why do advertisers find it so useful?
Social Cognition - Persuasion process
By Ally Babbel
All people are different. Not just physically, but mentally too. We all have different morals, opinions and attitudes that we live our lives by. We may not always agree with others in the attitudes that we hold, and so we try to persuade them in this regard. Persuasion is also a key process in our day-to-day lives. People try to persuade people, advertisers seek to persuade us to change our attitude on their product. There are many other forms of persuasion out there. But what is persuasion? How does it change our attitude, and why do advertisers find it so useful?
Attitudes are all around us. As individuals, once we form an attitude it is generally very hard to change, especially if we have held this attitude for a long.....
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