Capstone Research Sources 3


            Another good source for my capstone is Influence: Science & Practice by Robert Cialdini. This book was suggested to me by Dr. Kushin and is also the assigned text for his 402 Persuasion and Messaging class. This is a great resource for a persuasive campaign because the author talks in depth about the six principles of influence: reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. These are tools that I could potentially use in my social media campaign to persuade my audience to see my point of view.

            When I was doing research to decide what communications theories would be best for my project I came across an interesting study titled Perception and Reality: A National Evaluation of Social Norms Marketing Interventions to Reduce College Students’ Heavy Alcohol Use*. The authors of the study are Henry Wechsler, Toben E. Nelson, Jae Eun Lee, Mark Seibring, Catherine Lewis, and Richard P. Keeling, all of the Harvard School of Public Health. This study looked at college students drinking habits and evaluated it using social norms marketing theory.  I found this helpful and interesting because in my project I will be looking at college students smoking habits.

http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.560.9777&rep=rep1&type=pdf

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