Amplification Hypothesis . Explanations > Theories > Amplification Hypothesis. Description | Research | Example | So What? | See also | References . Description. Displaying certainty about an attitude when talking with another person will act to increase and harden that attitude.
Minority Influence, Conversion techniques. References. Moscovici, S. (1980). Toward a theory of conversion behavior. In L. Berkowiyz (Ed.), Advances in Experimental Social Psychology, 13, 209-239. New York: Academic Press. Chryssochoou, X. and Volpato, C. (2004).
Steven A. McCornack published this theory in COMMUNICATION MONOGRAPHS, Volume 59 in March of 1992. His theory collaborates studies, information and concepts from other communication theorists who have also presented theories regarding deceit and manipulation in interpersonal communication.
A quick Wikipedia search will offer the following definition: “Priming is an implicit memory effect in which exposure to a stimulus influences a response to a later stimulus.” Let’s unpack that. ‘implicit memory effect’ - whatever priming is, it is occurring below the surface of conscious thought.
Influence: The Psychology of Persuasion. Chapter 6: Scarcity: The Rule of the Few . The principle of scarcity is based on the future unavailability of something, even if we don't need it: "[O]pportunities seem more valuable to us when their availability is limited" (238).