Consumers Persuasion

Persuasion Theory

Modes of Proof- Aristotle (Can be verbal or visual or both)

  1. Ethos- credibility (trust, competency, goodwill, dynamic, image) -> Brand credibility and personality
  2. Logos-reasonable to a given audience-> brand appeals may be based on audience needs & wants
  3. Pathos- appeals to emotions

    4. Check what influences consumer decision making  

Identification- Kenneth Burke

Maslow's Hieracrchy of Needs

http://www.stephweb.com/capstone/t3.shtml - look at the list of appeals by Pollay

 

Perception

In Search of Attention
Mediaedge Makes a Map of Consumers' Minds (Feb. 21, 2007)

Of Diamonds and Desires: Understanding Conspicuous Consumption
from a Contemporary Marketing Perspective by Himadri Roy Chaudhuri & Sitanath Majumdar


Attitudes Towards a brand Daniel Muehling & Michelle McCann (Journal of Current Issues in Adv. -1993)
AdB is higher is the ad is credible. evokes positive feelings, uses humor, used relevant indirect appeals,
uses likable celebrities, useful but not boring information, and does not over use fear appeals.

 

Involvement-ELM (Elaboration likelihood model) by Petty & Cacioppo(1985)

highly involved consumers usually use a central route to process information

low involved consumers usually use a peripheral route

Elaboration Likelihood Model (ELM)

 

Learning Theory

Repetition

Reinforcement- Positive or Negative

Associations

Rituals- BBDO study