Chapter 2 Notes

  • Cognitive Dissonance- people will not believe your message if they have a certain “predisposition”. But if you can provide new information that makes the person’s predisposition questionable than they could change their mind.
  • Awareness– discovery of idea or product.

Interest– gets more information

Trial– trial of idea on others or samples the product.

Evaluation– decision on if the idea works for his or her self interest.

Adoption– incorporates the idea into his or her life and begins to use it.

  • Persuasive speaking: There are techniques that salespeople use to persuade their potential customers. Here are some techniques they use: Yes- yes, offer structured choice, seek partial commitment, ask for more, settle for less.

This information is from Public Relations Writing and Media Techniques


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