Page 321 - The Handbook of Persuasion and Social Marketing

Index 297

and, 110; recipient factors in, mutual exchange, 71; negative
31–32; regulatory focus and gains political campaigning, 66; party-
vs. losses, 46–47; self-monitoring oriented democracy, 69; permanent
and matching, 44–45; self-schemes marketing campaign, 69–70;
and matching, 45–46; social persuasion defined, 63; persuasion
hierarchy and warmth vs. strategies, 65; political behavior
confidence appeals, 47–48; source, and, 63–64, 66, 67; politics
message, and recipient factors, 29; defined, 61; positioning process,
source credibility, 30; source factors 70; priming, 65; prior experience
in, 29–30; successful persuasion and knowledge, 63; “promise
defined, 63; summary of multiple concept,” 71; prospect theory,
roles, 42–43; summary of source, 95–96; psychological research and,
message, and recipient factors, 65; successful persuasion, 63;
32–33. See also attitude successful persuasion defined, 63;
persuasion in the political context, types of processing, 63; voter
84; advanced model of political behavior and campaign
marketing, 67, 68 (fig.); associative information, 64–65; voter
network memory model, 72–73; predispositions, 62; voter
attitude-inconsistent messages, 63; segments, determining, 70;
campaign platform, 70; central voters’ opinions, attitudes, and
route to persuasion, 34, 35, 63; behavior, 65. See also framing in
competition, 62; deliberate political persuasion; image
conception of democracy, 62; priming; issue priming; media
democracy, 62–63, 64; democracy and candidate priming; political
orientation, 67, 69; Elaboration advertisements, negative framing
Likelihood Model (ELM), 63; in; political marketing as a
fundamental element of democracy, vehicle of persuasion; political
62; the goal of politics and marketing model of persuasion;
politicians, 62; goal politics and positive and negative framing in
politicians, 62; government- shaping the behaviors of
oriented democracy, 69; “hard” and undecided voters; priming,
“easy” political issues, 80; heuristic- limits of; priming and political
systematic model (HSM), 63; Homo persuasion; prospect, importance
politicus, 61; institutionalize of the
persuasive communication, 66; persuasive messages, approaches to
issue ownership theory, 84; low- designing, 213
information rationality (‘gut’ Peterson, D. A. M., 88, 126
reasoning), 63–64, 66; macro view Petrocik, J. R., 84, 126
of political marketing, 66; Petty, R. E., & Cacioppo, J. T., 33, 56,
manipulation of attitudes and 63, 126
preferences, 65; marketing Petty, R. E., & Wegener, D. T., 44–45,
techniques in, 64–65; mediated 57
(indirect) campaign, 71; minimal Petty, R. E., Cacioppo, J. T., &
requirement of democracy, 62; Schumann, D., 49, 56