24-Jul-18

What is persuasion?
A means of convincing people:
 to buy a certain product
Persuasive Communication  to believe something or act in a certain
way
 to agree with a point of view
PERSUASIVE TECHNIQUES

Six Tools of Persuasion (Persuader’s

perspective)
1. Reciprocation
2.
3.
Social proof (Consensus/Conformity)
Scarcity
The Elaboration
4.
5.
Liking
Authority
Likelihood Model
INTEGRATED MODEL OF PERSUASION
6. Commitment & Consistency

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Elaboration Likelihood Model

Integrated Model of Persuasion
(The Elaboration Likelihood Model) Focuses on the way consumers respond to persuasive
messages based on the amount and nature of
elaboration or processing of information
What is Elaboration?
 Mental activity: thinking, evaluation, engagement in Routes to attitude change
imagery, reaction
 Application of cognitive resources Central route of Peripheral route of
persuasion persuasion
It depends on person’s MOA •High ability & •Low ability and
 Motivation motivation to motivation to
process a message process a message
 Ability •Close attention to •Focus on peripheral
 Opportunity message content cues rather on
message content
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Enhancing Processing
MOTIVATION to
How to Enhance (a) Attend the message
Motivation, Ability Informational Needs

and Opportunity?
Hedonic Needs - feel good, pleasure needs, e.g. messages
associated with good times, enjoyment.
Novel messages
(PROCESSING OF INFORMATION)
Intense or prominent clues
Motion

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Intense or prominent clues

Novel

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Enhancing Processing
MOTIVATION to
(b) Process the brand information
Enhance the relevance of the brand
Using rhetorical questions, fear appeals, and dramatic
presentations.
Enhance curiosity about the brand
Using humor, opening a message with suspense or a
surprise.

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Enhance consumers’ ABILIITY

to:
 provide a context for text or pictures with verbal
framing.
 facilitate exemplar-based learning

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Enhance consumers’
OPPORTUNITY
repetition

reduce processing time - using pictures and

distinct imagery

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