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Should managers try to build their coercive power base?
Elaboration Likelihood Model
A theory in social psychology that explains different ways of processing stimuli, why and when they will lead to attitude change.
Counter-Arguments
Arguments presented to oppose or refute another argument or position, often used in debate or in the formulation of academic papers.
Persuasiveness
The ability to convince others to change their attitudes, beliefs, or actions through argumentation or appeal.
Humour In Advertising
The use of humor in marketing communications to capture attention, enhance recall, and positively influence purchase intentions.
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