Lecture 6
Persuasion
Shortcuts
This week: balancetheory
• Persuasion theories
◦ Balance theory
SocialjudgementTheory
◦ Social judgement theory fishbein model
stress add
◦ Fishbein model
charge belief
• Appeals Sex humorandfear appeals
◦ Sexual
◦ Humorous
implementation
◦ Fear anticipated regret
• Persuasive paradigms
◦ Implementation intentions
◦ Anticipated regret
Why is persuasion important?
• Every marketer has to persuade the consumers to buy their products. This is the essence of marketing
• Consumer persuasion theories give insight into the black box of the consumer mind
Persuasion
https://www.youtube.com/watch?v=cFdCzN7RYbw
• 6 shortcuts
◦ Reciprocity
‣ Obligation to give when you receive
‣ Be the rst to give, personalized and unexpected
◦ Scarcity
‣ People want more of those things that are less of
‣ The bene ts + what's unique + what they stand to lose when not buying the product
◦ Authority
‣ People will follow credible knowledgeable experts
‣ Someone needs to point out ones brilliance --> ethical + costless
◦ Consistency
‣ Looking for, and asking for commitments that can be made
‣ Voluntary, active and public commitments
◦ Liking
‣ 3 important factors --> we like people who ..
• Similar
• Compliments
• Cooperating
◦ Consensus
‣ People will look to the action and behavior of others to determine their own
‣ Following what similar others are already doing
Attitude change
• Balance theory
• Social judgement theory
person
• Fishbein model
Balance theory 0 0 object
• An attitude structure consists of three elements (triad) person
◦ A person (observer) and his/perception of..
◦ An attitude object, and.. 0
◦ Another person using the attitude object
attitude
• Relations between elements of the triad should be consistent/balanced with each other
◦ If not, a state of tension will arise until the balance is restored
◦ An unbalanced state occurs when the multiplication of the three elements is negative
◦ A balanced state occurs when the multiplication of the three elements is positive
, • Three options to restore the balance
through
◦ Negative attitude towards Kendall Jenner scan part
◦ Positive attitude towards magnum This
◦ Negative attitude of Kendall towards magnum
• Problem:
◦ Consumers may not believe that Kendall really likes Magnums. She may
appear in this advertisement for a nancial incentive only
◦ Other problems?
• Solution: look at slides
◦ Strengthen the relationship product - other
◦ Use credible expert endorses
◦ --> Let endorsers use products in public view otherwisepeople might not think
theyactually use it
Experiment
Russel and Stern
• Do sitcom characters have an in uence on how consumers perceive
placed products? yes
• Results
◦ Consumer align their attitudes towards placed products with the
attitudes toward those placed products
◦ This alignment is driven by the consumers' attachment to the
characters
◦ So character have an in uence on viewers' attitudes towards product
placement
Experiment
Rambaran, Dijkstra, Munniksma, Cilissen (2006)
• Study towards friendships and antipathies between adolescents
• 2 US middle schools
• N = 140, 11-14 years
• Result: the opinions or attitudes of friends and antipathies for others a ect how adolescents evaluate these
others and form or maintain (positive or negative) relationships with them
◦ Figure1 shared enemy hypothesis: friendships are formed/maintained when adolescents dislike the same
person
◦ Figure 2 friend's agreement hypothesis: friends tend to agree on who they dislike
◦ Figure 3 reinforced animosity hypothesis: adolescents tend to dislike the friends of the person they dislike
◦ Figure 4 enemy's enemy hypothesis: friendships are formed/maintained with dislikes of dislikes, this e ect
was only found in one of the two middle schools the
enemy of my enemy is my friend
Social judgement theory
• The social judgement theory explains the process of consuming new information and how attitudes are changed
by this new information
• The e ect of a persuasive message depends on how the receiver evaluates the position of that message
◦ People do not only accept messages that are similar to their own, but are also wiling to look at messages
that are slightly di erent
◦ People can most persuaded by attitudes that are at a modest distance from their own attitude. This attitude
change can occur
◦ However; if the steps that are taken are too large, people will contrast the information and regard it as even
more extreme (and threatening) than it is in reality
Attitude change (slide 32)
• Latitude of acceptance
◦ Assimilation e ect
‣ Perceived as more similar to own attitudes than in reality
‣ Therefore no attitude change
• Latitude of rejection
◦ Contrast e ect
‣ Perceived as more di erent to won attitude than in reality
Persuasion
Shortcuts
This week: balancetheory
• Persuasion theories
◦ Balance theory
SocialjudgementTheory
◦ Social judgement theory fishbein model
stress add
◦ Fishbein model
charge belief
• Appeals Sex humorandfear appeals
◦ Sexual
◦ Humorous
implementation
◦ Fear anticipated regret
• Persuasive paradigms
◦ Implementation intentions
◦ Anticipated regret
Why is persuasion important?
• Every marketer has to persuade the consumers to buy their products. This is the essence of marketing
• Consumer persuasion theories give insight into the black box of the consumer mind
Persuasion
https://www.youtube.com/watch?v=cFdCzN7RYbw
• 6 shortcuts
◦ Reciprocity
‣ Obligation to give when you receive
‣ Be the rst to give, personalized and unexpected
◦ Scarcity
‣ People want more of those things that are less of
‣ The bene ts + what's unique + what they stand to lose when not buying the product
◦ Authority
‣ People will follow credible knowledgeable experts
‣ Someone needs to point out ones brilliance --> ethical + costless
◦ Consistency
‣ Looking for, and asking for commitments that can be made
‣ Voluntary, active and public commitments
◦ Liking
‣ 3 important factors --> we like people who ..
• Similar
• Compliments
• Cooperating
◦ Consensus
‣ People will look to the action and behavior of others to determine their own
‣ Following what similar others are already doing
Attitude change
• Balance theory
• Social judgement theory
person
• Fishbein model
Balance theory 0 0 object
• An attitude structure consists of three elements (triad) person
◦ A person (observer) and his/perception of..
◦ An attitude object, and.. 0
◦ Another person using the attitude object
attitude
• Relations between elements of the triad should be consistent/balanced with each other
◦ If not, a state of tension will arise until the balance is restored
◦ An unbalanced state occurs when the multiplication of the three elements is negative
◦ A balanced state occurs when the multiplication of the three elements is positive
, • Three options to restore the balance
through
◦ Negative attitude towards Kendall Jenner scan part
◦ Positive attitude towards magnum This
◦ Negative attitude of Kendall towards magnum
• Problem:
◦ Consumers may not believe that Kendall really likes Magnums. She may
appear in this advertisement for a nancial incentive only
◦ Other problems?
• Solution: look at slides
◦ Strengthen the relationship product - other
◦ Use credible expert endorses
◦ --> Let endorsers use products in public view otherwisepeople might not think
theyactually use it
Experiment
Russel and Stern
• Do sitcom characters have an in uence on how consumers perceive
placed products? yes
• Results
◦ Consumer align their attitudes towards placed products with the
attitudes toward those placed products
◦ This alignment is driven by the consumers' attachment to the
characters
◦ So character have an in uence on viewers' attitudes towards product
placement
Experiment
Rambaran, Dijkstra, Munniksma, Cilissen (2006)
• Study towards friendships and antipathies between adolescents
• 2 US middle schools
• N = 140, 11-14 years
• Result: the opinions or attitudes of friends and antipathies for others a ect how adolescents evaluate these
others and form or maintain (positive or negative) relationships with them
◦ Figure1 shared enemy hypothesis: friendships are formed/maintained when adolescents dislike the same
person
◦ Figure 2 friend's agreement hypothesis: friends tend to agree on who they dislike
◦ Figure 3 reinforced animosity hypothesis: adolescents tend to dislike the friends of the person they dislike
◦ Figure 4 enemy's enemy hypothesis: friendships are formed/maintained with dislikes of dislikes, this e ect
was only found in one of the two middle schools the
enemy of my enemy is my friend
Social judgement theory
• The social judgement theory explains the process of consuming new information and how attitudes are changed
by this new information
• The e ect of a persuasive message depends on how the receiver evaluates the position of that message
◦ People do not only accept messages that are similar to their own, but are also wiling to look at messages
that are slightly di erent
◦ People can most persuaded by attitudes that are at a modest distance from their own attitude. This attitude
change can occur
◦ However; if the steps that are taken are too large, people will contrast the information and regard it as even
more extreme (and threatening) than it is in reality
Attitude change (slide 32)
• Latitude of acceptance
◦ Assimilation e ect
‣ Perceived as more similar to own attitudes than in reality
‣ Therefore no attitude change
• Latitude of rejection
◦ Contrast e ect
‣ Perceived as more di erent to won attitude than in reality
