Messaging Workshop: Persuasion in Marketing Communications Persuasion Important element of marketing...
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Messaging Workshop: Persuasion Messaging Workshop: Persuasion in Marketing Communicationsin Marketing Communications
Persuasion
• Important element of marketing• Attempt to guide people toward
the acceptance of some belief, attitude, or behavior by using reasoning and emotional appeals
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Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective
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ReciprocationReciprocation
• Using favors to encourage the consumer to reciprocate by buying the product
• Most effective when the persuadee perceives the gift giver as honest and sincere
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Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective
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Commitment and ConsistencyCommitment and Consistency
• After people make a choice (a commitment), there often is a strong tendency to remain faithful to that choice
• Lowballing
• Consumers remain consistent when they are highly ego-involved in their choices
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Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective
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Social ProofSocial Proof
• The behavior of others provides a ‘social proof’ of how we should behave
• Bandwagon concept
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Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective
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LikingLiking
• Most likely to adopt an attitude or undertake an action when a likable person promotes that action
• Two prominent manifestations of likability» Physical attractiveness and similarity
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LikingLiking
Naomi Campbell
Campaign by:National Fluid Milk
ProcessingPromotion Board
LikingLiking
Joan Rivers
Campaign by:National Fluid Milk
ProcessingPromotion Board
Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective
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Sports Illustrated
AuthorityAuthority
Using authorities in a field to promote
the product
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Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective
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ScarcityScarcity
• Products are perceived as more valuable when in great demand but small supply
• Psychological reactance: people react against any efforts to reduce their freedoms or choices
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