The Persuasion of Positive Contributions

  • Ekjot Bhullar Kwantlen Polytechnic University
Keywords: Elaboration Likelihood Model, Reasoned Action Approach, persuasion


This paper aims to highlight important theories found in the field of persuasion, and how those key assumptions are used in real-world settings to enhance behaviours such as donating. Furthermore, the paper demonstrates how a poster was created, integrating research findings from the investigation of both the Reasoned Action Approach and the Elaboration Likelihood Model, to promote donating to a local not-for-profit organization, "The Phoenix Society," which battles substance abuse and homelessness in the Lower Mainland region of British Columbia, Canada. Further strategies were also applied to induce persuasion and gain compliance, with additional considerations made to attitude functions, associations of thoughts and feelings, and the language used in persuasive messages.

Analytical Papers