Chapter 12

Question 1

Persuasion

Answer 1

Attempt to change someone’s attitudes, beliefs, or actions

Question 2

Demographics

Answer 2

Characteristics such as age, gender, occupation, income, and education

Question 3

Psychographics

Answer 3

Characteristics such as personalities, attitudes, and lifestyles

Question 4

Motivation

Answer 4

Combination of forces that drive people to satisfy their needs

Question 5

Encourage positive response to persuasive message by

Answer 5

Use positive language
Understand and respect cultural differences
Sensitive to organizational cultures
Take steps to establish credibility

Question 6

How to establish credibility with audience

Answer 6

Use simple language 
Provide objective evidence for claims 
Identify your sources 
Establish common ground 
Be objective and present fair and logical argument

Question 7

Persuasive business messages

Answer 7

Try to convince audiences to approve new projects

Question 8

Marketing and sales messages

Answer 8

Try to convince audiences to consider then purchase products

Question 9

AIDA useful approach for persuasive messages

Answer 9

Attention
Interest
Desire
Action