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Many television commercials present scenarios in which we, the viewers, appear to "overhear" two ...

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Many television commercials present scenarios in which we, the viewers, appear to "overhear" two ...

Many television commercials present scenarios in which we, the viewers, appear to "overhear" two people talking in a casual setting ("Do you have enough life insurance, Bob? After my Frieda died I was afraid I was going to lose the house. I don't want to be a burden to my children."). How effective is this strategy?

▸ Ineffective; overt persuasive messages are more effective than subtle persuasive messages.

▸ Impossible to know; research on persuasion has focused on messages that have directly identifiable content, rather than messages that appear ambiguous.

▸ Ineffective; persuasive messages need to have obvious persuasive content, otherwise an audience won't attend to the message in the first place.

▸ Quite effective; messages that don't have the appearance of trying to influence someone are generally more persuasive than messages with obvious persuasive content.

Textbook

Psychology

Edition: 1^st

Authors: Hudson, Whisenhunt

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