7Applying persuasion science in marketing communications
A comparison of marketing communications professionals in Armenia and Greece
Armine Petrosyan and Nikolaos Dimitriadis
The modern challenge of persuasion
This paper reflects a longitudinal investigation of the complex and rapidly evolving phenomenon of persuasion that has given rise to the development arena of experimental data of new behavioral, neurological models (Lindstrom, 2011). From a macro-perspective, persuasion theorists have investigated the goals, the process of persuasion, and the centrality of attitude. At the micro-level, they have derived a number of persuasion theories to explain behavioral influence. The outcome is a thorough study of traditional persuasive tools and ...
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