Consumer Behavior - Chapter 8

Principles of Persuasion - Definition

The process of using marketing communications to influence or change consumers' attitudes and behaviours.

Reciprocity - Principles of Persuasion

People feel obligated to return a favour when someone gives them something first. Ex. Costco offers free food samples. After trying the product, customers may feel more inclined to buy it.

Scarcity - Principles of Persuasion

People place greater value on products or opportunities that are limited or difficult to obtain. Ex. A clothing company releases a limited-edition sneaker collection. Customers rush to purchase because they know the shoes may sell out.

Authority - Principles of Persuasion

Consumers are more likely to trust and follow recommendations from people they perceive as experts or authoritative figures. Ex. A toothpaste company uses a dentist in its advertisement because consumers may trust professional recommendations.

Consistency - Principles of Persuasion

People prefer to behave in ways that are consistent with their previous decisions, actions, and commitments. Ex. A company encourages customers to sign up for a loyalty program. Once customers commit to the brand, they may continue shopping there.

Consensus - Principles of Persuasion

People are influenced by what others are doing or what others believe is popular or acceptable. Ex. Amazon displays customer ratings and reviews to show potential customers that other people like the product.

Two-Factor Theory

How two factors work together to influence how persuasive a message is.

1. The level of emotion or arousal created by a persuasive message

2. The strength and credibility of the arguments or information presented

The important idea is that emotional arousal can increase attention and interest, but it can also distract consumers from carefully evaluating the message.

Emotional Appeal

Use feelings and emotions to persuade consumers to purchase products or change their attitudes.

Rational Appeal

Use facts, logic, and practical information to persuade consumers.

Types of Appeals

• Humorous appeals: use comedy, jokes, or funny situations to attract attention and persuade consumers.

• Fear appeals: emphasize negative consequences that may happen if consumers don't change their behaviour.

Elaboration Likelihood Model (ELM)

Explains how consumers process persuasive messages and how their level of involvement influences whether they are persuaded by the message itself or by other factors.

2 Routes to Persuasion

1. Central route: Consumers carefully think about and evaluate the information and arguments presented in an advertisement.

2. Peripheral route: Consumers are persuaded by simple cues or characteristics of an advertisement rather than carefully evaluating its arguments.