Persuasion is an important element of human communication. But in many situations, we
resist rather than embrace persuasive attempts. Resistance to persuasion has been studied …

One common obstacle to the audience's embracing the persuader's advocated action or
viewpoint is the audience's current attitudes, that is, the audience's general evaluations (of …

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco
focused on branding--a subject generating intense interest both in academia and in the" real …

The persuasive effects of emotions have been the focus of burgeoning interest in recent
years. Rather than considering how emotions function within traditional paradigms of …

Drawing from cognitive response models of persuasion, functional emotion theories, and
theoretical and empirical work on the influence of message‐relevant and message …

Viewing the consumer as an active, skeptical reader of the persuasion attempt is an
emerging perspective in advertising research. This perspective suggests that a consumer's …

This study examined consumers' emotional responses, their attitudes toward advertisements
and brands, attributions about the companies promoting the brands, and purchase intention …

The effects of message framing on reactions to campaign messages promoting organ
donation were examined in three experiments. It was predicted that gain-framed messages …

As television commercials increasingly contain emotional elements designed both to get the
viewers attention and to communicate the advertising message, copy pretesting is …

Sage Reference - The Persuasion Handbook: Developments in Theory and Practice - Guilt as a
Mechanism of Persuasion Skip to main content About Browse Reference Select discipline …