Messaging Workshop: Persuasion in Marketing Communications Persuasion Important element of marketing Attempt to guide people toward the acceptance of some belief, attitude, or behavior by using reasoning and emotional appeals 1

Tools of Influence: Persuader’s Perspective 2

Reciprocation Using favors to encourage the consumer to reciprocate by buying the product Most effective when the persuadee perceives the gift giver as honest and sincere 3

Tools of Influence: Persuader’s Perspective 4

Commitment and Consistency After people make a choice (a commitment), there often is a strong tendency to remain faithful to that choice Lowballing Consumers remain consistent when they are highly ego-involved in their choices 5

Tools of Influence: Persuader’s Perspective 6

Social Proof The behavior of others provides a ‘social proof’ of how we should behave Bandwagon concept 7

Tools of Influence: Persuader’s Perspective 8

Liking Most likely to adopt an attitude or undertake an action when a likable person promotes that action Two prominent manifestations of likability »Physical attractiveness and similarity 9

Liking Naomi Campbell Campaign by: National Fluid Milk Processing Promotion Board

Liking Joan Rivers Campaign by: National Fluid Milk Processing Promotion Board

Tools of Influence: Persuader’s Perspective 10

Sports Illustrated Authority Using authorities in a field to promote the product 11

Tools of Influence: Persuader’s Perspective 12

Scarcity Products are perceived as more valuable when in great demand but small supply Psychological reactance: people react against any efforts to reduce their freedoms or choices 13