Jerald Jellison discusses the emotional dynamics of behavior change. In particular, he explains the emotional roots of people's resistance to change and how fear of change can be overcome with a behavior-oriented influence strategy called activation. He compares activation with persuasive communications and the logic of persuasion as a practical approach to change, along with the applicability of activation in the business world. Jellison also considers the implications of activation for many theoretical topics in social psychology, including the link between attitudes and behavior and intrinsic motivation vs. extrinsic motivation.
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