Reconciling theories of influence

This article explains how different forms of persuasion function and interact in order to create effective messaging and media strategies.

Reconciling theories of influence

While advertising seeks to shape purchasing decisions by communicating with potential customers directly, individuals are also influenced by the behaviors and beliefs of those around them. Understanding how these disparate forms of persuasion function and interact is essential to effective messaging and media strategies.

Contemporary marketing practice is often premised upon an assumption that certain individuals are far more influential than others. Marketers identify and target these consumers with an understanding that this audience can amplify the propagation of their messages. On the other hand, there is also evidence to suggest that influence may be more...

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