Internalization

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Kelmans Types of Persuasion
Internalization Identification Compliance --
Obedience
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Coercion
Persuasion
3
Social Judgment Theory
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Social Judgment Theory
Ego Involvement
Lattitude of Rejection
LattAccpt
LattNC
5
Types of Involvement
Ego Involvement Issue Involvement Personal
Involvement
6
Goal
Apathy
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A Few Basic Persuasion Propositions

• Persuasion must be owned by the receiver
• People prefer to change a negative to a positive
• People prefer to change attitudes about objects
  than people
• Messages that help people maintain or restore
  consistency are more persuasive