prepared by: md. aktaruzzaman bba 12th batch
TRANSCRIPT
8/9/2019 Prepared by: Md. Aktaruzzaman BBA 12th Batch
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Prepared by:
Md. Aktaruzzaman
BBA 12th Batch
Dept. of Marketing
University of Dhaka
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Think and think again.
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Why we need to think
Dr. Laurence J. Peter said in his book ³The Peter Prescription´
³Right now is the beginning of the rest of one¶s
life which depends on proper thinking.´
Prof. M.D. Husain said in his book ³Behavioral Science´
³The man is a greater thinker and
only the creative thinking finds solution.´
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Central Route to Persuasion
The central route to persuasion requires
considered thought and cognitive processing.
It involves being persuaded by the arguments
or the content and pertinent information of the
message.
The most effective marketing strategy
Source: http:// www. psychologyandsociety.com / routestopersuasion.html
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Peripheral Route to Persuasion
The peripheral route to persuasion requires
less cognitive processing.
It involves being persuaded in a manner thatis not based on the arguments or the message
content.
The peripheral route can involve usingsuperficial cues such as the attractiveness of
the speaker.
Source: http:// www. psychologyandsociety.com / routestopersuasion.html
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The basic premise of ³Central and
Peripheral Routes to Persuasion´ theory
Consumers carefully think the merits and
weaknesses of a product when the purchase is
of high relevance to them.
Consumers think less about the purchase low
relevant to them.
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Relation between central and peripheral
routes to persuasion and consumer information processing
High involvement with a product produces
more extensive processing of information suchas evaluating brands.
Low involved consumers apply very simple
decision rules thus require less information.
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The usage of central and peripheral
routes to persuasion in marketing field
To highly involved consumers, the quality of the promotional message of the products is
more effective in decision making thanimagery message.
Comparative ads are processed centrally
whereas nocomparative ads are processed peripherally.
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The usage of central and peripheral routes
to persuasion in consumer behavior
Psychologically, intuitive and thinker
category consumers¶ behavior is affected bycentral route to persuasion
However, feeler and sensor category
consumers¶ behavior is affected by peripheralroute to persuasion.
Source: Differential or Die by Jack Trout
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Some studies found that
The use of metaphors and figures increases the
ad¶s persuasiveness and memorability. Utilitarian products require a consumer¶s
product involvement and objective product
knowledge.
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continued««..
Hedonic products (designed to bring about
pleasure) require subjective knowledge the
outcome of the factual information provided
by ads.
Marketers should consider the degree of the
product¶s utilitarianism in selecting either the
central or peripheral route in promoting the product.
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Bibliographies
Consumer Behavior by Leon G. Schiffman and
Leslie Lazar Kanuk
Behavioral Science by Prof. M.D. Husain
The Peter Prescription by Dr. Laurence J.Peter
http:// www. psychologyandsociety.com / routestopersuasion.html
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