January 2016
Intermediate to advanced
480 pages
130h 6m
English
Content preview from Organizational Behavior, 17eBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Persuasive Communication
5 Differentiate between automatic and controlled processing of persuasive messages.
We’ve discussed a number of methods for communication up to this point. Now we turn our attention to one of the functions of communication—persuasion—and the features that might make messages more or less persuasive to an audience.
Automatic and Controlled Processing
To understand the process of persuasion, it is useful to consider two different ways we process information.66 Think about the last time you bought a can of soda. Did you carefully research brands, or did you reach for the can that had the most appealing advertising? If we’re honest, we’ll admit glitzy ads and catchy slogans have an influence on our choices as consumers. ...
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