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Persuasion Communication
McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Presentation of persuasive message Comprehension of arguments conveyed in the message Message is  retained or stored in  memory Receiver pays attention to message content Receiver  agrees  with  message argument Receiver  behaves  in line with the  message argument
McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Personality &  Personal  Characteristics Context
The moderate effect Yielding High Low High Intelligence, Fear
12 step model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Exchange ,[object Object]
Theory of Reasoned Action Aizen, 2006 Behavioural Beliefs Attitude toward  the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural  control
Integrated Model of Behaviour Change Distal variables Past behaviour Demographics  and culture Attitudes towards  targets  (stereotypes  and stigma) Personality, moods  and emotions Other individual  difference variables  (perceived risk) Intervention  exposure/ media exposure Normative beliefs  and motivation  to comply Attitudes Norms Self  efficacy Environmental  constraints Intention Skills  and abilities Behaviour Behavioural beliefs  and outcome  evaluations Control beliefs
Demographic variables Attitudes towards targets External variable Personality traits Other individual difference variables Normative beliefs and motivation   to comply Efficacy beliefs Behavioural beliefs and their evaluative aspects Attitude Norm Self-efficacy Skills Intention Environmental constraints Behaviour
The Integrated Model of Behaviour Change:  Fishbein et al., 2003) ,[object Object],[object Object],[object Object]
Role of the Integrated Model ,[object Object]
Cautions and Caveats ,[object Object],[object Object]
Cautions and Caveats  ,[object Object]
Cautions and Caveats  ,[object Object]
So... Communic- ation Theories Behavioural Theories Cognitive Theories Social Marketing Framework

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Mkt4025 W6

  • 2. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Presentation of persuasive message Comprehension of arguments conveyed in the message Message is retained or stored in memory Receiver pays attention to message content Receiver agrees with message argument Receiver behaves in line with the message argument
  • 3. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Personality & Personal Characteristics Context
  • 4. The moderate effect Yielding High Low High Intelligence, Fear
  • 5.
  • 6.
  • 7. Theory of Reasoned Action Aizen, 2006 Behavioural Beliefs Attitude toward the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural control
  • 8. Integrated Model of Behaviour Change Distal variables Past behaviour Demographics and culture Attitudes towards targets (stereotypes and stigma) Personality, moods and emotions Other individual difference variables (perceived risk) Intervention exposure/ media exposure Normative beliefs and motivation to comply Attitudes Norms Self efficacy Environmental constraints Intention Skills and abilities Behaviour Behavioural beliefs and outcome evaluations Control beliefs
  • 9. Demographic variables Attitudes towards targets External variable Personality traits Other individual difference variables Normative beliefs and motivation to comply Efficacy beliefs Behavioural beliefs and their evaluative aspects Attitude Norm Self-efficacy Skills Intention Environmental constraints Behaviour
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. So... Communic- ation Theories Behavioural Theories Cognitive Theories Social Marketing Framework