1、PERSUASIONDont wory!Wel tel you what youwant.Persuasion is the proces ofinfluencing attitudes andbehaviorsMostdifficult toalter;mostabstractEasiest toalter; mostconcretePSYCHOSOCIAL VARIABLESEasiest toalter; mostconcretebeliefsbehaviorsPSYCHOSOCIAL VARIABLESMostdifficult toalter; mostabstractMostdif
2、ficult toalter; mostabstractEasiest toalter;mostconcretebeliefs behaviorsattitudesopinionsvaluesPSYCHOSOCIAL VARIABLES5 CHARACTERISTICS OFATITUDESDIRECTIONINTENSITYSALIENCECENTRALITY TOSYSTEMSTABILITYDIRECTIONINTENSITY- +SALIENCEDoes the person feel there is aneed to have an attitude?CENTRALITY TO S
3、YSTEMSTABILITYHow long has an attitudebeen held?ROUTES TO PERSUASIONNEDS THEORYTHEORY OF COGNITIVECONSISTENCY; COGNITIVEDISONANCE; BALANCE THEORYPHYSIOLOGICAL NEEDSSAFETY NEEDSSOCIAL NEEDSESTEEM NEEDSSELF-ACTUALIZATIONMASLOWSHIERARCHYOF NEDSHertzbergs HYGIENE-MOTIVATOR THEORY OFNEEDSSatisfaction of hygiene neds means theperson wont be Unhapy. Lack ofsatisfaction equals unhapines.Satisfaction of motivator neds wil makethe person hapy.BALANCE THEORYBERTHAHORACERiding motorcycles
