Chapter 8 – Communications 1: Foundations
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Persuasion: The basics
How do we try to change people’s minds?
This is such a big topic we’ll divide it into two. This page will start with some of the psychological basics for persuasion. The next will cover some of the more specific marketing techniques that get used.
Organizing principles
Is your ad trying to build your brand, or convert viewers into buyers? Practical marketing comms (with handy glossary of…- What will we do? Can it be changed? A famous model says it depends on our attitude, subjective norms, and…
Sometimes you don't have to change people's minds, just which bit of it they use.
How do you win people over to changing their beliefs?
