June 2013
Beginner
232 pages
7h 38m
English
Content preview from The Psychology of Consumer BehaviorBecome 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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4 Cognition and Persuasion
This chapter represents an extension of the previous chapter in the following way: Chapter 3 addressed how memory and cognition could lead to the development of beliefs about a product. In this chapter we are concerned with how these beliefs can be modified by changing elements in the stimulus situation. Persuasion is usually defined as communication that is designed to change the cognitions (attitudes, beliefs, opinions) of the person receiving it. In this chapter, we consider the effects of the elements of persuasive communication, and the effects of the arrangement of these elements of persuasive communication. Then we consider two formal, cognitively oriented theories that have relevance to the processes of persuasion: ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.