1. Persuasion Theories And The Domino Model
... how persuasive a campaign about Christianity may be, it is highly unlikely that a Buddhist would be persuaded to abandon their religion and adopt an entirely new one. The domino model is one way of looking at how a message can motivate people to take on different behaviour. It is a four-part ... Learning theory has been worked on by many theorists, but in particular Katz and Hovland. It is based on the concept that we "learn" a new attitude depending on the way messages are constructed. This depends on four factors relating to the message. Firstly, the source must have one of the followi...
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