Emotional appeal in advertising: Why it works

Advertisements generally have two kinds of appeal- rational appeal and emotional appeal. Using rational appeal in advertising means giving your target audience a logical reason to buy from you. Using emotional appeal in advertising involves creating an emotional connection between your brand and your target audience. An advertisement- any advertisement- is an offer made by […]

Cognitive Behavioural Theory (CBT) in psychology

The above quote captures the essence of Cognitive Behavioural Theory (CBT). Cognitive/cognition refers to mental processing i.e. thoughts, thinking and interpreting life events. Cognitive Behavioural Theory, as the name suggests, is a theory about how thoughts shape behaviour and vice versa. There’s also a third component to the theory- feelings. CBT explains how these three components- […]

Fundamental Attribution Error in psychology (explained)

In order to understand Fundamental Attribution Error, you first need to understand what is meant by attribution. Attribution in psychology simply means attributing causation to behaviour. When you observe a behaviour, you tend to look for reasons behind that behaviour. This ‘looking for reasons behind a behaviour’ is called the attribution process. When we’re looking […]

16 Motivation theories that explain human motivation

Motivation theories attempt to explain what motivates human behaviour, especially in the context of a workplace. Motivation theories try to explain what motivates workers in the hopes of yielding insights that can help organizations improve the productivity of their workers. Though motivation theories largely focus on business contexts, understanding them can help you understand human […]

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