Theories of Persuasion exam 2

IMC

the use of multiple different channels (advertising, PR, events, sales, promotions) to reach audiences

Product-Oriented Campaigns

Focused primarily on the item and its features

Person or Candidate Oriented Campaigns

focuses on the person, their personality, and characteristics

Ideological Campaigns

designed to reshape the groups foundational values and beliefs

Brand Awareness

the degree to which consumers recognize, remember, and are familiar with a brand, its name, and its products

Strategies

Planned Activities Used to Accomplish the goals

Tactics

Specific Actions or Executions Used to accomplish the strategies

Yale 5-stage model. Identification

Creating a position in the audience's mind (logos, slogans, etc.)

Yale 5-stage model. Legitimacy

Establishing credibility (endorsements, winning primaries, etc.)

Yale 5-stage model. Participation

Recruitment and involvement of known supporters and/or previously uncommitted people

Yale 5-stage model. Penetration

Earning the support of a significant segment or majority of the targeted prospects

Yale 5-stage model. Distribution

Rewarding supporters, joiners, or customers in some way

Hierarchy of effects model

how advertising moves consumers through a sequential psychological journey from first learning about a brand to making a purchase

Positioning Model

Top-of-mind awareness is limited, so persuaders must create a "position" - for example

Being first

Being best

Position by age or gender

Cheapest or most expensive

emphasizing what you are not to distinguish from competition

Social Movements Model

Attract groups of people and have leaders

Organized but not institutionalized

Opposition from those in power

Large numbers and are widespread

Promote or oppose social change

Persuasion is the basic means for attracting recruits

moralistic. Preach good vs. evil

Stages of SMM. Genesis

Ideologues preach against injustice

Stages of SMM. Social Unrest

growing numbers attracted to movement

Stages of SMM. Enthusiastic Mobilization

recruitment of activists who also experience oppression

Stages of SMM. Maintenance

Movement adopts lower profile, some success dulls enthusiasm

Stages of SMM. Termination

If goals are achieved, movement either withers away or becomes outdated

Agitation side

Favors change. Has little power or resources. Must resort to symbolic protest to get media attention

Control Side

Opposes change. Has much power and many resources

Stages of Agitation. Petition stage

agitators make specific requests of those in control that hopefully are beyond what control is willing to give

Stages of Agitation. Promulgation

agitators spread the movement and recruit supporters

Stages of Agitation. Solidification

allies, marches, protests, reinforce the newly recruited

Stages of Agitation. Polarization

agitators target general population using "flag" issues or persons

Stages of Agitation. non-violent resistance

supporters are encouraged to engage in non-violent action

Stages of Agitation. Escalation

agitators urge supporters to take actions aimed at destroying law and order or property

Stages of Agitation. Gandhi vs. Guerilla

agitators split into those wanting to negotiate and those wanting more violence

Stages of Agitation. Revolition

Forces the control to repress both sides in violent ways, and the confrontation leads to a full revolution

Diffusion of Innovation

these 4 stages operate when new tech/products/practices are introduced

Information or Knowledge Stage

Seek out information about the Costs and benefits of the innovation

Persuasion Stage

Those urging adoption of the innovation stress its benefits

Decision, adoption, and trial stage

The prospects decide to try the innovation

Evaluation and confirmation stage

new adopters evaluate the performance

Types of adopters. True innovators

well known in the community. have influence on others

Types of adopters. Early Majority

aware of the innovation but need confirmation from the true innovator

Types of Adopters: Late Majority

traditional nonbelievers and won't adopt until almost everyone else has

Types of Adopters: Laggards

adopt the innovation when its outmoded

Fantasy Themes

Mini dramas played out in groups

Symbolic Convergence Theory

Based on 3 principles:

1. That we vote, purchase, join, or donate as those with
whom we identify do.
2. That dramatization is the most influential kind of proof.
3. That identification is developed in social groups &
results in shared common meanings and interpretation.

Brand names

Used to differentiate your brand from competitors and to communicate brand benefits

Slogan

Also used to differentiate, communicate benefits, and make recall of the brand easier.

Jingles

A musical logo meant to communicate brand benefit and to be memorable.

Logos

Corporate emblems meant to communicate brand identity and image

Packaging

Differentiates the brand and may have perceived value.

Attractive offers

Offering temporary inducements to consumers to make immediate purchases

T.O.M.A

Top-of-Mind Awareness. It refers to a specific metric and cognitive state in which a particular brand, concept, or media source is the very first one that a person recalls when prompted with a general category or topic. [1]

Psychographics

Identifies consumers of a product category on the basis of how they feel about using that product type or brand. Example: People who want to feel truly clean after using bath soap want an anti-bacterial brand.

Socio-graphics

Identifies consumers of a product category on the basis of where they live and how they live or their lifestyle.

Example: Persons who live in suburbs consume different kinds of soda than urbanites

Need driven consumers

They represent 11% of the population and live on the edge of poverty.

Survivors

struggle to obtain basic needs, typically distrustful and have lower education and incomes

Sustainers

believe they can get ahead because they are "street wise", tend to have lower education and incomes + driven by price

Outer-Driven Consumers

They represent 67% of the market and are a crucial target for advertisers.

Belongers

lower-middle class, typically family-oriented, and often blue-collar

Emulators

young, well-educated, ambitious + status-conscious, with good income

Achievers

well-educated with high incomes, interested in efficiency, success, leadership, fame, etc

Inner-directed consumers

They represent 22% of the market

I Am Me

individualistic, experimental, volatile, dramatic, impulsive; often come from affluent backgrounds but reject tradition

Experimental

introspective, artistic, want many varied experiences; tend to be younger and have families, often interested in things like outdoor activities, sports, DIY projects, etc

Societally Conscious

Want simple living and are often frugal, often concerned with environmental + conservation issues

Integrated Consumers

self-assured, tolerant, tend to have excellent education and high income, psychologically mature

Geographics

examines how physical space, place, regional identity, and spatial representation shape how messages are received, trusted, and acted upon.

Ethnography

Gets into consumers minds through field research and observing behavior. Observes how consumers use/want to use products to get a better idea of how to design or market it

Weasel words

Permit advertisers to "weasel" out of concrete promises about the benefits of a brand. Immediate red flags to be wary of the promise or appeal

"Helps"

This weasel word seems to offer relief, aid or a solution but actually promises nothing

"like"

promises a similarity between the brand and a superior competitor

"virtually"

promises a substitute almost identical to a superior version

"faster"

promises a benefit but provides no point of comparison

"as much as"

promises the best possible to offer, but not the one you are likely to get

Irrelevant claim

makes a true statement about the brand that has nothing to do with its benefits

Hazy claim

Makes a Claim that is Confusing.

Magical Claim

Makes a Claim that the Brand is Superior Due to a Secret, Mysterious or Magical ingredient.

Nudge

aspects of choice architecture that encourage people in certain directions without actually restricting their decision-making ability

3 Principles of nudges

1. All nudging should be transparent and never misleading.

2. It should be as easy as possible to opt out of the nudge

3. there should be good reason to believe that the behavior being encouraged will improve the welfare of those being nudged

Choice architecture

No neutral option. How you present choices influences decisions.

Sludge

negative form of nudge that pushes people to make choices that do not help them

Libertarian Paternalism

Philosophy underlying nudge theory. Libertarian aspect = people should be able to do what they want and opt out of things if they so choose. Paternalistic aspect - trying to influence people's behavior is ethical because it's for their own benefit

Anchoring

Cognitive bias where individuals disproportionately rely on the first piece of information encountered to make subsequent judgments or decisions.

examples of nudges

Placing healthy foods at eye level. Making it more difficult to opt out of something.

Reciprocity

We should try to repay, in kind, what another person has provided us

Commitment and consistency

Good consistency is highly valued by society.

Social proof

Proper behavior= the behavior of people similar to ourselves

Authority

Strong pressure to comply to someone with authority. Police, etc.

Liking

I like you, because…

1. Physical attractiveness: halo effect of "good-looking equals good”

2. Similarity: we like people who are similar to us (clothes, background, interests…)

3. Praise: compliments

4. Contact: repeated contact under positive conditions facilitates liking.

5. Cooperation or association

foot-in-the-door technique

get people to comply to a big favor, by starting with a small request

door-in-the-face technique

Asking for a large favor in order to get a smaller favor granted

Contrast Principle

affects the way we see the difference between two things that are presented one after another

Rabbit Hole

a deep, consuming, and often disorienting process of investigating a topic where one piece of information leads to another in an endless, increasingly bizarre spiral

Ad Populum

he truth of a claim is argued based on how many people believe it, rather than on verifiable evidence

Ad Baculum Fallacy

Threats, force, or coercion are used to compel someone to accept a conclusion instead of using evidence or reason.

Flooding the Zone

nvolves overwhelming the media, opponents, and the public with a rapid, high-volume torrent of news, statements, controversies, or executive actions.

Sleeper Effect

highly persuasive message paired with a "discounting cue" becomes more persuasive over time

Echo chambers

an isolated, self-reinforcing environment where beliefs are repeatedly amplified, and outside or contradictory information is actively filtered out, mocked, or discredited

Characteristics of conspiracy theories

1. Immunity to evidence

2. Nefarious Intent & Manichean Framing

3. Contradictory Ideas

4. Re-interpreting Randomness

Why conspiracy narratives are compelling

Satisfy psychological need, use cognitive shortcuts, mimic fiction

Short-term strategies for combating

• Don't mention the conspiracy, myth, or false info.

• Focus on the facts and repeating them.

• Don't attack them

• Invite them to persuade themselves

• Use their pre-existing world views and beliefs

• Use stories

• Ask questions

• Don't expect immediate results

Long-term strategies for combating

structural, psychological, and institutional communication strategies

ELM (Elaboration Likelihood Model)

Theory stating information takes central or peripheral processing routes.

HSM (Heuristic-Systematic Model)

Dual-process theory, in which systematic and heuristic processing can occur simultaneously.