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Practical Persuasive Communication: The Evolving Attitudes of the iGeneration Student

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Title: Practical Persuasive Communication: The Evolving Attitudes of the iGeneration Student
Language: English
Authors: Austin, Traci L., Clark, Lindsay C., Sigmar, Lucia S.
Source: e-Journal of Business Education and Scholarship of Teaching. Dec 2018 12(3):14-33.
Availability: Australian Business Education Research Association. PO Box 408, Mapleton, Queensland 4560, Australia. e-mail: editor@ejbest.org; Web site: http://www.ejbest.org/
Peer Reviewed: Y
Page Count: 20
Publication Date: 2018
Document Type: Journal Articles
Reports - Research
Tests/Questionnaires
Education Level: Higher Education
Postsecondary Education
Descriptors: Persuasive Discourse, Rhetoric, Fund Raising, Business Communication, Student Attitudes, Preferences, Undergraduate Students, Business Administration Education
ISSN: 1835-9132
Abstract: This article examines the effectiveness and impact of the AIDA (Attention, Interest, Desire, Action) persuasive strategy versus more direct rhetorical strategies. Approximately 142 individuals in the 18 to 25 age range participated in this study, which compared the persuasiveness of pairs of fundraising messages. Our preliminary findings indicate that our participants, who represent an emerging audience for university fundraisers, prefer more direct strategies over AIDA. The findings have the potential to change business communication pedagogy and increase university fundraising effectiveness.
Abstractor: As Provided
Entry Date: 2019
Accession Number: EJ1203832
Database: ERIC
FullText Links:
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  Data: Practical Persuasive Communication: The Evolving Attitudes of the iGeneration Student
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  Data: <searchLink fieldCode="AR" term="%22Austin%2C+Traci+L%2E%22">Austin, Traci L.</searchLink><br /><searchLink fieldCode="AR" term="%22Clark%2C+Lindsay+C%2E%22">Clark, Lindsay C.</searchLink><br /><searchLink fieldCode="AR" term="%22Sigmar%2C+Lucia+S%2E%22">Sigmar, Lucia S.</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22e-Journal+of+Business+Education+and+Scholarship+of+Teaching%22"><i>e-Journal of Business Education and Scholarship of Teaching</i></searchLink>. Dec 2018 12(3):14-33.
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  Data: Australian Business Education Research Association. PO Box 408, Mapleton, Queensland 4560, Australia. e-mail: editor@ejbest.org; Web site: http://www.ejbest.org/
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  Data: 1835-9132
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  Data: This article examines the effectiveness and impact of the AIDA (Attention, Interest, Desire, Action) persuasive strategy versus more direct rhetorical strategies. Approximately 142 individuals in the 18 to 25 age range participated in this study, which compared the persuasiveness of pairs of fundraising messages. Our preliminary findings indicate that our participants, who represent an emerging audience for university fundraisers, prefer more direct strategies over AIDA. The findings have the potential to change business communication pedagogy and increase university fundraising effectiveness.
– Name: AbstractInfo
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  Data: As Provided
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  Data: 2019
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  Data: EJ1203832
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    Languages:
      – Text: English
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      Pagination:
        PageCount: 20
        StartPage: 14
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      – SubjectFull: Persuasive Discourse
        Type: general
      – SubjectFull: Rhetoric
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      – SubjectFull: Fund Raising
        Type: general
      – SubjectFull: Business Communication
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      – SubjectFull: Student Attitudes
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      – SubjectFull: Preferences
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      – SubjectFull: Undergraduate Students
        Type: general
      – SubjectFull: Business Administration Education
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            NameFull: Austin, Traci L.
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            NameFull: Clark, Lindsay C.
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            NameFull: Sigmar, Lucia S.
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            – D: 01
              M: 12
              Type: published
              Y: 2018
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