MKTG 3150 CHAPTER 15: Esoteric Persuasion

Esoteric Persuasion

Specialized forms of persuasion understood by a small group

Color Symbolism

Colors have symbolic meanings influencing emotions and perceptions

Power Colors

Colors like dark navy and red worn to convey authority

White Collar Job

Professional or office job, symbolized by the color white

Blue Collar Job

Manual labor job, symbolized by the color blue

Pink Collar Job

Service-oriented job, symbolized by the color pink

Color Psychology

Colors influence mood and behavior, e.g., red for anger

Baker Miller Pink

Calming color believed to suppress appetite, used in prisons

Warm Colors

Colors like red and yellow that are stimulating and energetic

Cool Colors

Colors like blue and green that are calming and soothing

Primary Colors

Bold and lively colors like red, yellow, and blue

Red Pen Effect

Phenomenon where grading in red appears harsher

Color Branding

Use of colors in branding to evoke emotions and recognition

Food Coloring Influence

Colors in food affect perception of taste and quality

Color Perception

Different colors can impact behaviors and preferences

How does music affect persuasion

Affects moods, emotions, and memory in persuasion.

Background Music impacts...

Impacts shopping pace, mood, and task performance.

Mere Exposure Effect

Increased liking due to repeated exposure to stimuli.

Memory Device

Music aids in memory and retrieval of information.

How does music effect Highly Involved Receivers

Less affected by music due to message focus.

How does music effect Low Involved Receivers

More persuaded by music as a supplement to message.

Aromas

Alter moods, improve performance, and influence behavior.

Pheromones

Odors that can signal sexual attraction.

Boundary Marker

Scents used to establish personal space.

Status Symbol

Certain scents denote social status or luxury.

Cultural Marker

Scents linked to specific cultural practices or beliefs.

Cultural Conditioning

Teaching individuals what smells to like or dislike based on culture

Subliminal Influence

hidden messages impacting behavior

Commercial Viability

Likelihood of subliminal messages being effective in marketing

Neuro-Linguistic Processing (NLP)

Theory on subconscious response to persuasive language

Representational Systems

Reading sensory cues to understand responses

Hypnotic Power of Words

Belief in certain words inducing subconscious reactions

Non-Verbal Cues

Body language signals influencing responses

Angular Shapes in font can...

can convey unfriendliness or harshness.

Curves and Soft Shapes in fonts...

can make a message sound friendly.

Open Letters in font...

Large and round letters in fonts that convey openness.

Restrained Letters in font....

Tight and narrow letters in fonts that convey restraint.

Dynamic Fonts.....

Fonts like Times New Roman italics that appear to be moving.

French Script.....

Elegant and sophisticated font suitable for formal occasions.

Casual Script......

Relaxed and comfortable font for everyday use.

Professional Font......

Font suitable for work settings, less formal than elegant scripts.

Fonts as Clothes.....

Different fonts can be likened to different outfits for your words.

Font Connotations.....

Fonts carry specific meanings or connotations that influence perception.

Font Selection

Choosing fonts based on the message you want to convey.