Professional emotions and persuasion: Tapping non-rational drivers in health-care market research

Journal of Medical Marketing

Volumn 9, Issue 1, 2009, Pages 3-9

  Kelly, Donna ^a   Rupert, Edwin ^a  

^a GfK Healthcare   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 62549165396     PISSN: 17457904     EISSN: 17457912     Source Type: Journal    
DOI: 10.1057/jmm.2008.28     Document Type: Review

References (14)

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3. McGuire, W. (1969) The Nature of Attitudes and Attitude Change. In: G. Lindzey and E. Aronson (eds.) Handbook of Social Psychology, 2nd edn., Vol. 3. Reading, MA: Addison-Wesley, pp. 136-314.
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6. A quick review of terms is in order here: We use the term 'rational' to refer to logical thought processes involved in decision-making. Emotion or affect of course refers to what in lay terms is described as 'feelings'. Finally, we also use the term 'non-rational' as an umbrella term that includes emotion but may also include other sensory reactions (such as reactions to smell or sound) and habits.
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9. Rokeach, M. (1973) The Nature of Human Values. New York: Free Press.
10. Blankenship, K. and Wegener, D. (2008) Opening the mind to close it: Considering a message in light of important values increases message processing and later resistance to change. Journal of Personality and Social Psychology 94(2): 196-213.
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