Keys to the Power of Persuasion. The imaginative potential of concrete language on message persuasiveness

      Аннотация: Keys to the Power of Persuasion is the most complete guide over the immense topic of persuasion. It summarizes the most famous books that have been written over time in a clear and simple way, it includes all the tricks of this science, the most recent discoveries from researchers throughout the world and all the amazing experiments that marked the history. Furthermore, the review links other “hot” marketing themes to the topic of persuasion such as word of mouth, the effect of imagination in advertising and presents a new experiment on the use of language (abstract vs. concrete) to increase message persuasiveness. Practical implications range from personal communication to digital marketing. “Human mind doesn’t react always the same way to persuasion attempts, the outcome depends on how persuasion keys have been set”

Ключевые слова: abstract, Attitude, change, cognitive dissonance, Concrete, effect, elaboration likelihood model, imagery, imagination, Language, linguistic, persuasion, WOM, Word Mouth, Petty, Cacioppo, Cialdini Influence, Fast thinking, Slow Sleeper, Multiple role, Category Model