Persuasion

Persuasion

An active attempt to change belief and attitude 

! Caveat: Difficult! 

! Elaboration Likelihood Model 

"Two Routes to Persuasion: Systematic (central) and Superficial (peripheral) Processing

Elaboration Likelihood Model

 Central Route to Persuasion ! When motivation (involvement), opportunity and ability to 

process marketing messages are high  Focus mainly on !central cues" in the message

! Peripheral Route to Persuasion ! When motivation, opportunity and ability and 

elaboration likelihood are low 

! Focus primarily on !peripheral cues" in the message

Classical conditioning

Reciprocity: you owe me.

Social Proof : Every body doing this.

Consistnecy : We've always done in that way.

Liking : Love me, Love my idea

Scarcity : Quick, before they all gone.

Authority : Just because say so.