Visual messages are omnipresent in our daily life. They are constantly attempting to persuade us to buy, learn and act. Some are more successful than others in infl uencing our behavior and choices. What is the secret power of these messages? How do they succeed in changing our behavior? This book analyzes advertising beyond the persuasive power of the imagery itself. It explains the psychology behind 33 effective influence techniques in visual persuasion and how to apply them. The techniques range from infl uencing essentials to more obscure and insidious ones. The reader will gain deep insights into how visual means are constructed to infl uence behavior and decisionmaking on an unconscious level. All techniques are supported by rich visual references and additional information on the psychology of behavior change. This publication is not just an eye-opener for professionals and students in the communications and design field, but also for anybody who wants to understand how our behavior is infl uenced unconsciously by advertising, social campaigns and governmental messages. The book is co-authored by leading figures in social infl uence and visual persuasion. It is designed as an accessible modern reference book for creating and understanding persuasive visual imagery. It will open your eyes, we promise!

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Yes, you can access Hidden Persuasion by Marc Andrews,Matthijs van Leeuwen,Rick van Baaren in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.

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Marketing

Index

Business

References

01
ACKNOWLEDGING RESISTANCE
Carpenter (2013). A meta-analysis of the effectiveness of the “But You Are Free” compliance-gaining technique.

Knowles & Linn (2004). Resistance and persuasion.

02
FLUENCY
Alter & Oppenheimer (2006). Predicting shortterm stock fluctuations by using processing fluency.

King & Janiszewski (2011). The sources and consequences of the fluent processing of numbers.

Oppenheimer (2006). Consequences of erudite vernacular utilized irrespective of necessity: Problems with using long words needlessly.

Petrova & Cialdini (2005). Fluency of consumption imagery and the backfire effects of imagery appeals.

Reber, Winkielman, & Schwarz (1998). Effects of perceptual fluency on affective judgments.

Song & Schwarz (2008). Fluency and the detection of misleading questions: Low processing fluency attenuates the moses illusion.

Song & Schwarz (2009). If it's difficult to pronounce, it must be risky.

03
FOOT-IN-THE-DOOR
Burger (1999). The foot-in-the-door compliance procedure: a multiple-process analysis and review.

Freedman & Fraser (1966). Compliance without pressure: The foot-in-the-door technique.

Pascual & Guéguen (2005). Foot-in-the-door and door-in-the-face: A comparative metaanalytic study.

04
PROMISED LAND
Bromberg-Martin, Matsumoto, & Hikosaka (2010). Dopamine in motivational control: Rewarding, aversive, and alerting.

Crisp (1987). Persuasive advertising, autonomy, and the creation of desire.

05
SELF PERSUASION

Aronson (1999). The power of self-persuasion.

Bem (1965). An experimental analysis of self-persuasion.

Müller, van Baaren, Ritter, Woud, Bergmann, Harakeh, Engels, & Dijksterhuis (2009). Tell me why… The influence of self-involvement on short term smoking behaviour.

06
ALTERCASTING
Pratkanis (2000). Altercasting as an influence tactic. In Terry & Hogg (Eds.), attitudes, behaviour and social context: The role of norms and group membership.

Turner, Banas, Rains, Jang, Moore, & Morrison (2010). The effects of altercasting and counterattitudinal behaviour on compliance: A lost letter technique investigation.

Weinstein & Deutschberger (1963). Some dimensions of altercasting.

07
SOCIAL PROOF

Cialdini (2001). Harnessing the science of persuasion.

Baron, Vandello, & Brunsman (1996). The forgotten variable in conformity research: Impact of task importance on social influence.

Platow, Haslam, Both, Chew, Cuddon, Goharpey, Maurer, Rosini, Tsekouras, & Grace (2005). It’s not funny if they’re laughing: Self-categorization, social influence, and responses to canned laughter.

08
GUARANTEES
Knowles & Linn (2004). Approach-avoidance model of persuasion: Alpha and omega strategies for change.

09
ATTRACTIVENESS

Rhodes (2006). The evolutionary psychology of facial beauty.

Strick, Holland, & van Knippenberg (2008). Seductive eyes: Attractiveness and direct gaze increase desire for associated objects.

Van Leeuwen & Macrae (2004). Is beautiful always good? Implicit benefits of facial attractiveness.

10
HUMOUR
Eisend (2009). A meta-analysis of humor in advertising.

Strick, Holland, van Baaren, & van Knippenberg (2012). Those who laugh are defenseless: how humor breaks resistance to influence.

Strick, Holland, van Baaren, & van Knippenberg (2010). The puzzle of joking: Disentangling the cognitive and affective components of humorous distraction.

11
SCARCITY

Cialdini (2001). Influence: Science and practice.

Eisend (2008). Explaining the impact of scarcity appeals in advertising - The mediating role of perceptions of susceptibility.

Sandberg & Conner (2008). Anticipated regret as an additional predictor in the theory of planned behaviour: A meta-analysis.

12
FLEETING ATTRACTION
Burger, Messian, Patel, del Prado, & Anderson (2004). What a coincidence! The effects of incidental similarity on compliance. Burger, Soroka, Gonzago, Murphy, & Somervell (2001). The effect of fleeting attraction on compliance to requests.

13
DECOY

Heath & Chatterjee (1995). Asymmetric decoy effects on lower-quality versus higher-quality brands: Meta-analytic and experimental evidence.

Huber, Payne, & Puto (1982). Adding asymmetrically dominated alternatives: Violations of regularity and the similarity hypothesis.

Pettibone & Wedell (2007). Testing alternative explanations of phantom decoy effects.

14
THAT'S NOT ALL
Brennan & Bahn (1991). Door-in-the-face, that's-not-all, and legitimizing a paltry contribution: reciprocity, contrast effect and social judgment theory explanations.

Burger (1986). Increasing compliance by improving the deal: The that’s not-all technique.

Burger, Reed, DeCesare, Rauner, & Rozolis (1999). The effects of initial request size on compliance: More about the that's-not-all technique.

15
MERE EXPOSURE
Brooks & Highhouse (2006). Familiarity breeds ambivalence.

Grimes & Kitchen (2007). Researching mere exposure effects to advertising: Theoretical foundations and methodological implications.

Reber, Winkielman, & Schwarz (1998). Effects of perceptual fluency on affective judgments.

Zajonc (1968). Attitudinal effects of mere exposure.

16
ANCHORING
Jacowitz & Kahneman (1995). Measures of anchoring in estimation tasks.

Strack & Mussweiler (1997). Explaining the enigmatic anchoring effect: Mechanisms of selective accessibility.

Tversky & Kahneman (1974). Judgment under uncertainty: Heuristics and biases.

17
ASTROTURFING Foresman (2010). PR firm settles with FTC over alleged app store astroturfing.

Lee (2010). The roots of astroturfing.

Streitfeld (2012). The best book reviews money can buy.

18
ANTHROPOMORPHISM
Aggarwal & McGill (2012). When brands seem human, do humans act Like brands? Automatic behavioural priming effects of brand anthropomorphism.

Epley, Waytz, & Cacioppo (2007). On seeing human: A three-factor theory of anthropomorphism.

19
TRUSTHWORTHINESS
Rule, Kr...

Cover
Title Page
Copyright
Dedication
Table of Contents
Introduction
Three needs
How to use
01. Acknowledging Resistance
02. Fluency
03. Foot-in-the-Door
04. Promised Land
05. Self-Persuasion
06. Altercasting
07. Social Proof
08. Guarantees
09. Attractiveness
10. Humour
11. Scarcity
12. Fleeting Attraction
13. Decoy
14. That's Not All
15. Mere Exposure
16. Anchoring
17. Astroturfing
18. Anthropomorphism
19. Trusthworthiness
20. Disrupt & Reframe
21. Metaphors
22. Implementation Intentions
23. Reciprocity
24. God Terms
25. Sex
26. Authority
27. Loss or Gain
28. Recency & Primacy
29. Fear Appeals
30. Doublespeak
31. Projection
32. Door-in-the-Face
33. Subliminals
Authors
References
Image credits
Recommended Reading
Back Matter

9781000640618,

9781483378879,

9781317683025,

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