Page 323 - The Handbook of Persuasion and Social Marketing

Index 299

messages, 111; common currency 102; decided voters, 107; deep-
(euro) example, 108– 110; seated attitudes, 107; demographic
common currency (euro), voters’ segmentation, 106; diverse
intention, 110 (fig.); electoral reference frames, 95; evaluation of
market segments, 108; factors the experienced events, 95–96;
influencing persuasive appeal of a events, integrating (packaging), 99;
message, 108; floating voters, 107– events, separating (splitting), 100;
108; framing in argumentation, factual political environments, 103;
108; neutral voters and, 110; framing and affect in controlling
research on electoral behavior, 107 the persuasive appeal of the
postpurchase restrictions, 249 message, 101 (fig.); internal
poverty, 3, 170 context, 106; loss-framed
precommitment, 262 arguments, 103; mental
Preston, I., 177, 200 accounting, 96, 99; motivation and
Price, V., & Tewksbury, D., 118, 126 competition, 105; negative and
Priester, J. R., & Petty, R. E., 38, 57 positive frame use, 100–102;
priming: issue priming, 79–85; media negative-frame persuasiveness,
and candidate priming, 73–79 104; persuasive message appeal in
priming, limits of, 89–90; Canadian the context of mental accounting,
election campaign (1993) study, 99; positive and negative framing,
90; learning and adjustments, 90; 100–101; prospect theory,
political sophistication and, 89–90; important element of, 95; prospect
priming in the absence of actual theory of Kahneman and Tversky
priming, 90; specific issue features, (1979), 95; psychophysical ratio-
89 difference principle, 96; ratio-
priming and political persuasion, 71– difference principle and framing,
73; accessibility, 72; associative 96–99; reference point, 95;
network memory model, 72; basic schematic illustration of the
assumption of, 73; inescapability, relationship between anxiety and
72; influence of priming, 71; persuasiveness of the message, 103
knowledge activation, 72–73; (fig.); segmentation of the political
notion of priming, 71; spreading market, 106; undecided voters,
activation principle, 73 107; valuation, 95, 96; values,
private charity, 169 105–106. See also framing in
pro- and antigun legislation, 264 political persuasion
prospect, importance of the, 95–107; protest social marketing, 178, 182,
“absolute” influence of positive and 185
negative framing, 96; anxiety, Prothrow-Stith, D., 158, 173
negative framing, and competitive public altruism, 265
democracies, 100–107; public health: amiodarone, 158–159;
argumentation, 104–106; “Asian Public Health Act (England, 1848)
disease” phenomenon, 102; quoted, 163; public health and
axiologies of voters, 105, 106, 107; politics, 167; public health
competing argument condition, initiatives (England), 163–164;