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The elaboration likelihood model (ELM) of persuasion [1] is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980. [2] The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change.
The model was a major contributor to the development and understanding of attitude change and persuasion, however it is now only one part of many perspectives on persuasion. [10] Research in persuasion is considering the effects of the unconscious, with scholars beginning to explore the possibility of "priming in inducing non-conscious effects ...
Most self-identified persuasive technology research focuses on interactive, computational technologies, including desktop computers, Internet services, video games, and mobile devices, [51] but this incorporates and builds on the results, theories, and methods of experimental psychology, rhetoric, [52] and human-computer interaction. The design ...
Early research investigating how people process persuasive messaging focused mainly on cognitive theories and the way the mind processed each element of a message. One of the early guiding principles of underlying motivations of persuasive communications came from Leon Festinger’s (1950) statement that incorrect or improper attitudes are generally maladaptive and can have deleterious ...
Subsequently, many books [5] [6] [7] and articles [8] [9] have been written about the application of Bayesian statistics to marketing decision-making and market research. It was predicted that the Bayesian approach would be used widely in the marketing field but up until the mid-1980s the methods were considered impractical. [10]
Another important criticism of the hierarchical models is their reliance on the concept of a linear, hierarchical response process. [12] Indeed, some research suggests that consumers process promotional information via dual pathways, namely both cognitive (thinking) and affective (feeling) simultaneously. [ 13 ]
Research supporting the model shows that persuasion is powerfully affected by the amount of self-talk that occurs in response to a message. [4] The degree to which the self-talk supports the message and the confidence that recipients express in the validity of that self-talk further support the cognitive response model.
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.