Persuasion

Persuasion

The Source: Authority (credibility)

• competence

• powerful titles

• trustworthiness

• authority says

• social media followers

Persuasion

The Source: Authority (credibility)

• superficial cues

Persuasion

The Source: Likeability

• Physical attractiveness

• ex. model, visual design

• similarity

Persuasion

Emotions

• Fear

• Fun and Pleasure

• Vanity and Ego

Persuasion

Fear

• only effective when:

• scares people

• offers specific recommendation

• recommendation perceived as effective

• recipient believes the recommendation is applicable

• central route

Persuasion

Fun and Pleasure

• association of fun with product

• recency and frequency

• mere exposure effect

• ex. placement marketing

• peripheral route

• argument doesn't have to be strong if consumer is in a good mood

Persuasion

Vanity and Ego

• logos

• appearance/fear of aging

Persuasion

Other

• warm environments

• expected vs surprised rewards

• scarcity

Compliance

Compliance

Reciprocity

• When a person receives a gift, he/she often experiences warm feelings toward the gift-giver and wants to give something back. This, in a nutshell, is the principle of reciprocity

• Give a small gift, like free coupons, free samples, or free ebooks to customers before asking them to buy something

Compliance

Door-in-the-face

• reciprocal concession: if someone backs down, the other side should also back down

• The DITF condition with an emphasis on concession and credibility had the largest increase in compliance

• ex. Selling homemade cheese:
  DITF: 2 pounds->1 pound
  concession: seller says "well, 2 pounds is too much"
  credibility: seller wears traditional alpine clothes

Compliance

Door-in-the-face

• Another example: waitresses ask customers if they would like to have desserts

• if they refuse, immediately (or wait 3 mins) ask if they want tea or coffee

• Results:
  • immediately: compliance increased
  • delayed: not increased

Compliance

Foot-in-the-door

• get them to commit to a smaller request first and then progressively ask for more

• free trial

• freemium with limits

Compliance

Foot-in-the-door

• some research suggest that free trial is not as effective as small incentive:

Compliance

Low-ball

• The low-ball is a persuasion and selling technique in which an item or service is offered at a lower price than is actually intended to be charged, after which the price is raised to increase profits.

• Ex. A family books a package holiday. They find that there are surcharges. They pay these without question.

Compliance

That's-not-all

• inflated request, offer final item in incremental pieces

Conformity

Conformity

Social Proof (informational social influence)

• expert

Conformity

Social Proof

• celebrities

Conformity

Social Proof

Conformity

Social Proof

Conformity

Social Proof

• people who bought this also bought...

• best-sellers

• bought by X people

• join others like you

Conformity

Social Proof

• your friends have used/visited this

Conformity

Normative Social Influence

Conformity

Normative Social Influence

• group stereotypes are used to advertise certain products

Conformity

Normative Social Influence

Application in the presidential campaign advertisments

宋楚瑜

宋楚瑜

• 泥巴，抹黑?
• 把泥巴當成成長的養分
• 台灣精神
• 個人形象: 全新的宋楚瑜 (微笑)
• 2’38”
• 長度長，聽起來比較有說服力?or不想看?
• 標語:一起找出路

朱立倫

朱立倫

• 溫馨 -> Peripheral route
• 市井小民(攤販、年輕人、小朋友)
• 一定要來得及(沒選上就來不及?)
• 30 s …
• 標語:One Taiwan

蔡英文-1

蔡英文-1

• 點出社會問題
• 刻劃人民生活
• 國語、台語、客語，貼近各族群
• 溫情訴求
• 標語:點亮台灣

蔡英文-2

蔡英文-2

• 民進黨
• 不需要抹泥巴XDD
• 時代困境
• 形象(僑宴、政要會面、打棒球)
• 團隊感，縣市首長
• 標語:台灣隊加油

點閱率

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