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Inoculation is a theory that explains how attitudes and beliefs can be made more resistant to future challenges. For an inoculation message to be successful, the recipient experiences threat (a recognition that a held attitude or belief is vulnerable to change) and is exposed to and/or engages in refutational processes (preemptive refutation, that is, defenses against potential counterarguments).
Drawing on McGuire & Papageorgis, Pfau, et al. define the refutational preemption, or pretreatment, step of the inoculation process: "The theory posits that refutational pretreatments, which raise the specter of content potentially damaging to the receiver’s attitude while simultaneously providing direct refutation of that content in the presence of a supportive environment, threaten the ...
Attitude toward the ad is defined as "a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion." [ 1 ] After Mitchell and Olsen (1981) and Shimp (1981) introduced the importance of the Aad construct, research on the causal relationships among Aad and other ...
The Hobbesian trap (or Schelling's dilemma) is a theory that explains why preemptive strikes occur between two groups, out of bilateral fear of an imminent attack. Without outside influences, this situation will lead to a fear spiral (catch-22, vicious circle, Nash equilibrium) in which fear will lead to an arms race which in turn will lead to increasing fear.
Advertising increasingly invades public spaces, such as schools, which some critics argue is a form of child exploitation. [2] Advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.
Based on opinion polling and focus groups, ecoAmerica, a nonprofit environmental marketing and messaging firm, has advanced the position that global warming is an ineffective framing due to its identification as a leftist advocacy issue. The organization has suggested to government officials and environmental groups that alternate formulations ...
In economic theory, human decision-making is often modeled as being devoid of emotions, involving only logical reasoning based on cost-benefit calculations. [3] In contrast, the somatic marker hypothesis proposes that emotions play a critical role in the ability to make fast, rational decisions in complex and uncertain situations.
Lack of success in raising advertising revenue was another factor in the demise of the 'people's newspapers' of the nineteenth and twentieth centuries. The product is composed of the affluent readers who buy the newspaper—who also comprise the educated decision-making sector of the population—while the actual clientele served by the ...