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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