GEB 3213 Lecture 13: Geb3213- lecture 13

• School: University of Florida
• Department: Business Administration - General
• Course: GEB 3213
• Professor: Yellowlee Douglas

Document Summary

> familiarity or greater exposure can increase liking. > familiarity accounts for strength of celebrity endorsements: authority. > take responsibility for errors can make company seem more trustworthy & make stock price increase: scarcity. > fear of loss is greater than desire for gain. > trades on judgement heuristics because scarce things tend to be valuable and precious. > we are so averse to loss that we fear losing the ability to make a choice. Principles that aid in recall & persuades us: simplicity. > pare detail down to a minimum: sonemas. > mysteries intrinsically generate recall by creating gaps in our knowledge. > gives audience sufficient details so gaps stem from curiosity and not ambiguity: concreteness. > readers interpret abstractions differently & can lead to issues: credibility. > authority, honesty, trustworthiness, being specific, & having highly concrete details gives credibility. > close with a call to action: emotional. > use personal pronouns, direct address, & concrete examples: stories.