nonovert appeal

in marketing and advertising, a technique in which the advertising message is presented by apparently ordinary people who make no obvious attempt to persuade. In nonovert appeals, consumers may be given the impression that they are “overhearing” an independent endorsement of a product. Nonovert appeals are commonly used in television slice-of-life commercials.

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Psychology term of the day

November 21st 2024

self-evaluation maintenance model

a conceptual analysis, related to social comparison theory, in which an individual is assumed to maintain a positive self-evaluation by (a) associating with high-achieving individuals who excel in areas with low relevance to his or her sense of self-worth and (b) avoiding association with high-achieving individuals who excel in areas that are personally important to him or her. [developed by U.S. social psychologists Abraham Tesser (1941– ), Jennifer D. Campbell (1944– ), and their colleagues]