Hidden Persuasion: 33 Psychological Influences Techniques in Advertising
- Author
- Marc Andrews, Matthijs Van Leeuwen, Rick Van Baaren
- Publisher / Label
- Bis Pub
- Country
- The Netherlands
- Language
- English
- Publication year
- 2014
- Type of publication
- Book
- Number of pages
- 191
- ISBN
- 9789063693145
Index
Introduction
8
Three needs
12
How to use
14
Acknowledging
resistance
18
Fluency
24
Foot-in-the-door
32
Promised land
36
Self-persuasion
40
Altercasting
44
Social proof
50
Guarantees
56
Attractiveness
62
Humor
66
Scarcity
72
Fleeting attraction
76
Decoy
80
That's not all
86
Mere exposure
90
Anchoring
94
Astroturfing
102
Anthropomorphism
104
Trustworthiness
110
Disrupt & reframe
114
Metaphors
120
Implementation intentions
126
Reciprocity
130
God terms
134
Sex
140
Authority
144
Loss or gain
148
Recency & primacy
154
Fear appeals
158
Doublespeak
162
Projection
166
Door-in-the-face
170
Subliminals
174
Authors
180
References
182
Image credits
186
Recommended reading
190
