This video covers an overview of strategies to structure messages to maximize persuasion.
- Buy now.…Advertisers constantly bombard us with messages…imploring us to change our attitudes…and of course buy their products.…These persuasion attempts can range from logical arguments…to graphic pictures.…From peers who try to intimidate us…to celebrities who try to charm us.…As every sales professional knows,…there are some basic psychological principles…that influence people to change their minds…or comply with a request.…
For example, items are more attractive…when they aren't available.…That helps explain why we tend to value…limited edition items.…Another principle is that we're more likely…to follow the lead of an authoritative source…much more readily than one that is less authoritative.…That explains why the US public's opinion on an issue…can shift by as much as 2% when the New York Times,…but not the National Enquirer, runs an article about it.…
A marketer who wants to craft a persuasive message…has a lot of options to choose from.…In particular, he or she should think about…these basic elements of communication.…
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior