Lecture on Persuasion

CH. 7: PERSUASION

LEARNING OBJECTIVES

  • Define persuasion: The process by which a message induces change in beliefs, attitudes, or behaviors.
  • Understand the elaboration-likelihood model: A theory that describes how attitudes are formed and changed.
  • Differentiate central vs. peripheral route: Two routes through which persuasion can occur in the elaboration-likelihood model.

PERSUASION

  • Definition: Persuasion refers to the process by which a message induces change in beliefs, attitudes, or behaviors.

THE POWER OF ADVERTISING

  • Focus on JUUL, a vaping product that has gained significant market share and popularity among adolescents.
  • Study Background: JUUL has dominated the American vapor market, particularly with younger populations.

Specific Study Details

  • Authors: Robert K. Jackler, Cindy Chau, Brook D. Getachew, and others from Stanford University School of Medicine.
  • Timeframe of Analysis: Advertising from JUUL was analyzed from June 2015 to November 2018.
  • Methods: Includes analysis of JUUL's website, social media (Twitter, Facebook, Instagram), and customer-directed emails.
    • Total posts analyzed: 2691 Twitter, 248 Facebook, 187 Instagram, and 171 marketing emails.
    • JUUL Instagram followers: 77,600.
    • Hashtag #juul had 260,866 posts.

Advertising Themes and Techniques

  • Initial campaigns featured models in trendy apparel, appealing to younger audiences rather than older adults.
  • Key Advertising Themes Identified:
    • Pleasure/relaxation
    • Socialization/romance
    • Flavors (e.g., sweet and fruity, particularly mango)
    • Cost savings and discounts
    • Seasonal themes (holidays, etc.)
    • Style/identity
    • Satisfaction
  • Use of Influencers: Engaged social media influencers as brand ambassadors; compensated them for promoting JUUL without disclosing their affiliation.

Conclusions of the Study

  • The first 6 months of advertising were heavily youth-oriented.
  • Over the next 2.5 years, advertising became more subdued but remained prevalent on youth-targeted social media.
  • Despite claims that JUUL is intended for adult smokers, marketing strategies suggested otherwise.

ELABORATION-LIKELIHOOD MODEL

  • Developed by: Petty & Cacioppo (1986).
  • Two Routes to Attitude Change:
    1. Central route: Change results from consideration of the merits of a persuasive message.
    2. Peripheral route: Change results from attention to "peripheral persuasion cues" such as celebrity endorsements, attractive visuals, etc.

Peripheral Cues Examples

  • Attractive spokesperson or celebrity endorsements.
  • Expert opinions.
  • Positive emotional feelings evoked by the message.
  • Length of the message (longer messages may be perceived as more informative).

Conditions for Route Selection

  • Central Route: Followed when the audience is both motivated and able to attend to the message.
  • Peripheral Route: Followed when the audience is either not motivated or not able to process the message carefully.

PETTY, CACIOPPO, & SCHUMANN (1983) STUDY

  • Focused on advertising for disposable razors with three independent variables:
    • Involvement in the issue (high or low).
    • Argument quality (strong or weak).
    • Type of endorser (celebrity vs. non-celebrity).

Strong Argument Example

  • Content: "Until you try new EDGE disposable razors you'll never know what a 'really close shave' is."
  • Celebrity Endorsement: Endorsement by professional athletes.
  • Scientific Claims:
    • New advanced honing method creates unsurpassed sharpness.
    • Special coating reduces nicks and cuts while preventing rusting.
    • Handle design to prevent slipping.
    • In tests, the EDGE blade provided twice as many close shaves compared to competitors.

Weak Argument Example

  • Content: Similar to strong arguments, but without substantial evidence.
  • Non-celebrity Endorsement: Lacks the credibility boost from a known figure.
  • Claims were largely aesthetic and lacked strong comparative data.

DV: ATTITUDE TOWARD RAZORS

  • High Involvement vs. Low Involvement:
    • Graph analysis showing differences in attitude towards razors based on strength and type of argument presented.
    • Higher scores for strong arguments under high involvement conditions.

Central Route vs. Peripheral Route Responses

  • Central Route:
    • Those who analyze arguments carefully are more likely to sustain their attitude, behave consistently, and resist counter-persuasion efforts.
  • Peripheral Route: Attitudes formed through peripheral cues may be less stable and more susceptible to change over time.

HOW TO ACHIEVE LONG-LASTING ATTITUDE CHANGE

  • Encouraging careful analysis of persuasive arguments to foster stronger, more resilient attitudes.
  • Use of effective arguments and credible endorsements to enhance attitude stability over time.