1. Persuasion Communication

2. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Presentation of persuasive message Comprehension of arguments conveyed in the message Message is retained or stored in memory Receiver pays attention to message content Receiver agrees with message argument Receiver behaves in line with the message argument

3. McGuire’s 6 step model Presentat- ion Compre- hension Attention Yielding Retention Behaviour Personality & Personal Characteristics Context

4. The moderate effect Yielding High Low High Intelligence, Fear

7. Theory of Reasoned Action Aizen, 2006 Behavioural Beliefs Attitude toward the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural control

8. Integrated Model of Behaviour Change Distal variables Past behaviour Demographics and culture Attitudes towards targets (stereotypes and stigma) Personality, moods and emotions Other individual difference variables (perceived risk) Intervention exposure/ media exposure Normative beliefs and motivation to comply Attitudes Norms Self efficacy Environmental constraints Intention Skills and abilities Behaviour Behavioural beliefs and outcome evaluations Control beliefs

9. Demographic variables Attitudes towards targets External variable Personality traits Other individual difference variables Normative beliefs and motivation to comply Efficacy beliefs Behavioural beliefs and their evaluative aspects Attitude Norm Self-efficacy Skills Intention Environmental constraints Behaviour

15. So... Communic- ation Theories Behavioural Theories Cognitive Theories Social Marketing Framework