Persuasion

What is marketing?

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society.

What are the benefits of persuasion?

1. Instrumental function of persuasion; 2. Knowledge and awareness function; 3. Defensive function; 4. Debunking function; 5. Well-being and self-worth.

What did Carl Hovland contribute to the study of persuasion?

Carl Hovland founded the Yale Attitude Research Program to understand how to counter enemy propaganda during the 1940s and 1950s.

What defines pure persuasion?

Pure persuasion involves obvious, clear cut cases of persuasion that are intentional and measured in effectiveness.

What is the Elaboration Likelihood Model?

The Elaboration Likelihood Model outlines two basic routes to persuasion: central and peripheral, which represent different modes of information processing.

What are the primary dimensions of credibility?

Expertise (competence), trustworthiness, and goodwill (perceived caring).

How do children react to advertising?

Children younger than 8 years are cognitively and psychologically defenseless against advertising, seeing an average of 40,000 commercials per year.

What is the match-up hypothesis in advertising?

The match-up hypothesis suggests that a good fit between the endorser and the brand is essential for effective persuasion.

What is the Sapir-Whorf hypothesis?

The Sapir-Whorf hypothesis asserts that language shapes the way we think, influencing our thoughts and perceptions.

What is the significance of nonverbal communication according to Mehrabian?

Mehrabian's rule states that communication is only 7% verbal and 93% non-verbal, highlighting the importance of body language and tone of voice in persuasion.

What is the difference between powerful and powerless language?

Powerful language is assertive and conveys confidence, while powerless language signifies low status and includes hesitations and disclaimers.

How does proximity affect persuasion?

Geographical closeness increases liking and attraction, and standing closer can facilitate compliance gaining.

What are some strategies for enhancing credibility?

1. Be prepared thoroughly; 2. Cite evidence and source qualifications; 3. Build trust by identifying with your audience; 4. Display goodwill.

What role do symbols play in marketing?

Symbols are arbitrary words, images, or behaviors that represent something else, aiding consumers in peripheral processing.

What is the direct effects model of immediacy?

The direct effects model of immediacy suggests that warm, friendly, and involving behaviors enhance the persuasiveness of a message.

What is cognitive dissonance, and how can it be reduced?

Cognitive dissonance is the mental discomfort experienced when holding conflicting beliefs. It can be reduced through rationalizing, selective exposure, and polarization of alternatives.

What are the key factors that influence children’s vulnerability to advertising?

Young children are vulnerable due to their naivety and inability to critically evaluate advertisements, especially before age 8.

What does the term deictic phrases refer to?

Deictic phrases are expressions that indicate the speaker's location or point of view, influencing persuasive communication.