CONSUMER BEHAVIOUR

PERSUASIONPERSUASION

DefinitionDefinition::

Persuasion is a symbolic process in which Persuasion is a symbolic process in which communicators try to convince other people communicators try to convince other people to change their attitudes or behaviour to change their attitudes or behaviour regarding an issue through the transmission regarding an issue through the transmission of a message in an atmosphere of free of a message in an atmosphere of free choice.choice.

Need for Persuasion?Need for Persuasion?

Persuasion plays a significant role in our everyday Persuasion plays a significant role in our everyday lives. From the time we were toddlers to our present, lives. From the time we were toddlers to our present, persuasion is all around us. Communication of all types persuasion is all around us. Communication of all types is persuasion. Depending upon the message, there are is persuasion. Depending upon the message, there are many different persuasion tactics to utilize.many different persuasion tactics to utilize.

A popular model used as a principle in persuasion work A popular model used as a principle in persuasion work is the is the Elaboration Likelihood ModelElaboration Likelihood Model created by created by

Richard E Petty and John T Cacioppo.Richard E Petty and John T Cacioppo.

• Central and peripheral routes: both are effective styles of persuasion techniques, but each one has strategies and guiding principles to make it more effective.

Understanding the two routes of persuasion discussed in the Elaboration Likelihood Model is vital to the persuasion process

Routes of Persuasion

• Two routes can be used to persuade:Two routes can be used to persuade:Central routeCentral route: relies on facts, figures, and : relies on facts, figures, and

logical reasoning. Changes tend to be more logical reasoning. Changes tend to be more permanent due to effortful processing.permanent due to effortful processing.

Peripheral routePeripheral route: attempts to persuade the : attempts to persuade the consumer without thought occurring. Relies on consumer without thought occurring. Relies on emotion. Leads to superficial and temporary emotion. Leads to superficial and temporary change.change.

Central RouteCentral Route: : (issue relevant route)

The central route consists of “thoughtful consideration of The central route consists of “thoughtful consideration of the arguments (ideas, content) in the messagethe arguments (ideas, content) in the message

Messages sent through this route possess a high level of Messages sent through this route possess a high level of receiver involvement. The receiver is actually attentive receiver involvement. The receiver is actually attentive and is involved with the message.and is involved with the message.

Messages sent via the central route of persuasion are Messages sent via the central route of persuasion are straight-forward and complete.straight-forward and complete.

Deeper thoughts about product attributes and Deeper thoughts about product attributes and consequences play a major role here.consequences play a major role here.

Advantages of the Central routeAdvantages of the Central route::

Attitudinal changes tend to persist longer and Attitudinal changes tend to persist longer and are more predictive of behavior than changes are more predictive of behavior than changes induced through the peripheral route.induced through the peripheral route.

In other words, if the attitude of the receiver In other words, if the attitude of the receiver has been changed as a result, it will likely stay has been changed as a result, it will likely stay that way. that way.

Feelings achieved by the central route of Feelings achieved by the central route of persuasion are more permanent than that of persuasion are more permanent than that of the peripheral route the peripheral route

Disadvantages of the Central routeDisadvantages of the Central route::

A disadvantage to sending messages by A disadvantage to sending messages by means of the central route is that the receiver means of the central route is that the receiver must have the motivation to analyze the must have the motivation to analyze the message. If the receiver is not directly affected message. If the receiver is not directly affected by the message, he or she will not put forth the by the message, he or she will not put forth the effort to consider it effort to consider it

Therefore, the persuasive message is lost out Therefore, the persuasive message is lost out on many people. on many people.

Peripheral RoutePeripheral Route:: (non issue relevant route)

It is used for messages with low receiver involvement It is used for messages with low receiver involvement and low receiver motivation.and low receiver motivation.

The message emphasizes factors unrelated to the The message emphasizes factors unrelated to the nature or quality of the content of the persuasive nature or quality of the content of the persuasive message.message.

It makes use of images or emotional appeals designed It makes use of images or emotional appeals designed to evoke a positive or negative emotional response in to evoke a positive or negative emotional response in the recipient that, in turn, is associated with the object the recipient that, in turn, is associated with the object or issue being promoted. or issue being promoted.

Catchy tunes, bright colors, and celebrity Catchy tunes, bright colors, and celebrity endorsements are all ways of peripheral endorsements are all ways of peripheral persuasion.persuasion.

The message will attempt to grab attention The message will attempt to grab attention by making the receiver think about something by making the receiver think about something that he/she is already familiar with and has that he/she is already familiar with and has positive thoughts about. positive thoughts about.

Advantage and Disadvantage of Advantage and Disadvantage of Peripheral RoutePeripheral Route::

Peripheral persuasion is somewhat simpler to develop Peripheral persuasion is somewhat simpler to develop because it has no grounds in a strong factual message. because it has no grounds in a strong factual message. Instead, peripheral cues such as scarcity (For a Limited Instead, peripheral cues such as scarcity (For a Limited Time Only!!) or perceived credibility are the factors that Time Only!!) or perceived credibility are the factors that receivers base their decisions on.receivers base their decisions on.

Although it can produce a positive change in behavior,for it Although it can produce a positive change in behavior,for it to become a more lasting change the message should be to become a more lasting change the message should be repeated over a period of time.repeated over a period of time.

Attitude changes can be fleeting when simply based on Attitude changes can be fleeting when simply based on promotions or jingles. promotions or jingles.

  It does not involve diligent consideration of the It does not involve diligent consideration of the message arguments. Rather, post-communication message arguments. Rather, post-communication attitudes are simply based on peripheral cues that are attitudes are simply based on peripheral cues that are associated with the message. associated with the message.

These cues may take a number of forms such as the These cues may take a number of forms such as the quantity (rather than quality) of message arguments, quantity (rather than quality) of message arguments, the source's attractiveness or credibility, and/or the the source's attractiveness or credibility, and/or the type of music which accompanies the communication. type of music which accompanies the communication.

It is not as strong nor as long lasting as central It is not as strong nor as long lasting as central persuasion. persuasion.

Conclusion:Conclusion:

If one seeks a long lasting change, then you need If one seeks a long lasting change, then you need central route of persuasion. central route of persuasion.

Peripheral route of persuasion is more temporary as it Peripheral route of persuasion is more temporary as it focuses not on the facts presented but more on the focuses not on the facts presented but more on the way it is presented. way it is presented.

Central processing can predict behaviour better than Central processing can predict behaviour better than attitudes formed by peripheral processing. attitudes formed by peripheral processing.

Bibliography:Bibliography:

http://www.acrwebsite.org/volumes/display.asp?id=6648

http://www.fisherhouse.com/courses/http://www.fisherhouse.com/courses/elaboration_likelihood.pdfelaboration_likelihood.pdf

Consumer Behaviour by SchiffmanConsumer Behaviour by Schiffman