Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Slide 7Slide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14Slide 15Messaging Workshop: Persuasion Messaging Workshop: Persuasion in Marketing Communicationsin Marketing CommunicationsPersuasion•Important element of marketing•Attempt to guide people toward the acceptance of some belief, attitude, or behavior by using reasoning and emotional appeals1Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective2ReciprocationReciprocation•Using favors to encourage the consumer to reciprocate by buying the product •Most effective when the persuadee perceives the gift giver as honest and sincere3Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective4Commitment and ConsistencyCommitment 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 choices5Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective6Social ProofSocial Proof•The behavior of others provides a ‘social proof’ of how we should behave•Bandwagon concept7Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective8LikingLiking•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 similarity9LikingLikingNaomi CampbellCampaign by:National Fluid MilkProcessingPromotion BoardLikingLikingJoan RiversCampaign by:National Fluid MilkProcessingPromotion BoardTools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective10Sports Illustrated AuthorityAuthorityUsing authorities in a field to promote the product11Tools of Influence:Tools of Influence: Persuader’s Perspective Persuader’s Perspective12ScarcityScarcity•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