persuasion + self and identity

Persuasion

an active attempt to change attitudes

elaboration likelihood model (ELM)

suggests that attitude change depends on how likely the person is to elaborate (process) a given message

ELM ruote to persuasion: Central

 consumers process message arguments and response based on diligent processing

ELM ruote to persuasion: Peripheral

consumers process message lazily, instead relying on some peripheral cue (music, humor, source)

Self concept

summarizes the beliefs a person hold about their own attributes and how they evaluate the self on these qualities

Identity

any category label with which a consumer self-associates

Products as extended self

products often define one's self concept, so much so that a products becomes the extended self

Self/product congruence

 consumers demonstrate their values or signal to others through their purchase behavior

Self image congruence models

we choose products when attributes matches the self

Personality

refers to a person's unique psychological profile and how it consistently influences the way a person responds to their environments