Practical Persuasive Communication: The Evolving Attitudes of the iGeneration Student
Saved in:
| 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 |
Be the first to leave a comment!
