Chapter 10 Flashcards
Demographics
age, gender, occupation, income, education and other quatifiable characteristics of the people
Psychographics
personality, attitudes, lifestyle and other Physiological characteristics
Basic Physiological requirements
food, water, sleep, oxygen
Safety and Security Requirements
need for protection from bodily harm, to know that loved ones are safe, financil security, protection of personal identity, career security, other assurances
Affiliation and Belonging
the need for companionship, acceptance, love, popularity
Power and Control
need to feel in control of situations or to exert authority over others
adventure and distraction
the need for excitement or relief from daily routine
knowledge, exploration, and understanding
need to keep learning
aesthetic appreciation
desire to experience beauty, order, and symmetry
self-actualization
need to be all that we can be to reach one’s full potential as a human being
helping others
need to believe that one is making a difference in the lives of other people
To encourage positive response in messages
1) using positive language, 2) understanding and respecting cultural differences; 3) be sensitive to organizational cultures; 4) taking steps to establish your credibility
AIDA Model
Attention (engage readers); Interest (paint more detialed picture); Desire (explaining how the change will benefit them); Action (benefits to them action easy to take)
Circular reasoning
logical fallacy in which you try to support your claim by restating it in different words
Steps for Persuasive Messages
1) get your reader’s attention; 2) Build your reader’s interest; 3) Increase your reader’s desire; 4) Motivate your reader to take action; 5) Balance emotion and logical appeals; 6) Reinforce position; 7) Anticipate objections