A Practical Theory of Persuasion Based on Behavioral Science Approaches |
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| Authors: | G Ray Funkhouser |
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| Institution: | G. Ray Funkhouser (Ph.D., Stanford University) is Associate Professor of Marketing in the Graduate School of Management, Rutgers The State University, Newark. His research interests primarily focus on communication issues in marketing, consumer behavior, and organizational behavior. Before joining the faculty at Rutgers, he worked in commercial marketing research and on the faculties of Stanford University and Penn State University. He has published articles on a variety of topics in Journal of Marketing Research, Journal of Macromarketing, Journal of Mathematical Sociology, Public Opinion Quarterly, and other journals. |
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| Abstract: | AbstractThe Action Theory of Persuasion, based on a synthesis of sequential decision models and preference models, offers a practical understanding of persuasion as it is employed in personal selling. Conceptualized so as to reflect the state of mind of the person being persuaded, this theory summarizes persuasion into nine specific tactics. Examples of how the theory applies to personal selling situations are given, and an overall strategy of persuasion is outlined. |
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