AGE DIFFERENCES IN ADAPTION OF PERSUASION STRATEGIES IN ADVERTISING (original) (raw)

Impact of gender and age on susceptibility to persuasion principles in advertisement

Economics & Sociology

This investigation has two aims: to study the susceptibility of young consumers to persuasion principles of Cialdini and to identify which principles achieve a powerful effect of memory through advertising in consumers of different genders and ages. The instrument used is the adapted and modified STPS questionnaire, developed by Kaptein el at., as well as the subjective judgments of respondents about the degree to which they remember advertisements based on persuasion principles. The results of the regression analysis show that social proof is the only principle of persuasion whose persuasive power does not correspond to that of three principles: principle of reciprocity, principle of commitment and consistency and principle of unity. Practical application of principle of commitment and consistency and principle of reciprocity is more persuasive in uniform advertising when gender and age characteristics of the target groups are not taken into account. The causal link between the pri...

Degree of Susceptibility to Persuasion Principles in Advertising: Measuring the Persuasion Principles as Part of Advertising Influence

Trakia Journal of Sciences

The present investigation has two aims: 1) to investigate the susceptibility of consumers to persuasion principles of Cialdidni and 2) to identify which of the principles achieves a high effect of advertising impact on different consumers. The instrument used was the adapted and modified STPS questionnaire developed by Kaptein el at., as well as the respondents' subjective judgments of the extent to which the advertisements affected based on the persuasion principles. The results of t-tests indicate that the principle of liking affects persuasion statistically significantly less than the application of all other principles for the whole sample, and through correlation analysis it is found that the principle of social proof is susceptible to the presence of influence from others three principles. Susceptibility to persuasion, achieved through the following principles: reciprocity, commitment and consistency, liking and unity, is statistically significantly higher in women due to ...

Influence of gender and marital status on susceptibility of persuasion strategies in advertisement

Revista Amazonia Investiga

The study has two main objectives: to find out what is the susceptibility of individuals to the persuasion strategies of Cialdini 's persuasive power according to gender and to determine some characteristics of users with different marital status in social influence. Cialdini's (2001-2021) persuasion strategies (principles), as well as Keptein's STPS (2009), were applied to measure the susceptibility to persuasion of individuals of both genders with different marital status. The results of an analysis of variance (ANOVA), measuring the influence of gender, showed that on the criterion of susceptibility to persuasion, males were more influenced by the following strategies: liking, reciprocity, authority, and social proof relative to females with the exception of the principle of commitment and consistency, and individuals who are divorced, separated and widowed responded positively to strategies such as social proof, scarcity and authority. Through regression analysis, so...

The third-person effects and susceptibility to persuasion principles in advertisement

Revista Amazonia Investiga

This investigation has several main objectives: 1) to determine whether the third-person effect (TRE) (Gunther & Thorson 1992;Youn, Faber, & Shah, 2000) can be achieved through advertising messages; 2) to identify which strategies for persuasive social influence from P. Cialdini (Cialdini, 2001-2021) help to enhance the third-person effect (TRE) among advertising consumers; 3) to find some causal relationships between susceptibility to persuasion on Kaptein’s scale (Kaptein et al., 2012) or STPS and TRE among consumers of advertising. The results of the analysis of variance (ANOVA) showed that consumers aged 46 to 65 believed that positive the third-person effect (TRE) statements exert their influence on other age groups. When measuring the negative influence of the third-person effect (TRE), it was found that young adults aged 18 to 25 were most likely to assume that this influence was successful among other consumers, i.e. they overestimated the effects on others but not on themse...

Rhetorical Persuasion in Advertisements: Its Psychological Impact on Millennial Consumers

Research Article, 2022

Thestudyaimedtodeterminethepsychologicalimpactofrhetoricalpersuasiontothemillennial consumers.Inordertodeterminethis,respondents'demographicprofile,theirperceptionstowards advertisement,andtheirpreferredrhetoricalpersuasionwereidentified.Itfurtheraimedtoanalyzed how advertisement applied persuasion technique can psychologically persuade the respondents. Quantitative and descriptive research design were used in this study. There are 107 millennial respondentsparticipatedinthestudy.Inconclusion,thisstudyprovidedinsightsonthepsychological impact of rhetorical persuasion in advertisement to Saudi millennial consumers. Demographic variables,suchasgender,age,andpersonalallowancehavelittleornoeffectwiththeiradvertisement preference.Logoappealincorporatedinadvertisementismostappealingtomillennialrespondents duetotheirpersonalitythatmillennialsareeducatedandknowledgeable;thus,theywillbebelieved orpersuadedmorewithfacts.

Advertising to the Older Consumer Becomes More Important

Holistic Marketing Management Journal, 2011

In many parts of both the more developed nations and the less developed nations the average age of the populations is increasing. Some researchers argue that research on mature consumer's buying behavior and attitude is scarce. Other researchers discuss the development, importance and impact of marketing to senior citizens with particular emphasis on demographic change. The purpose of this paper is to examine exactly what types of advertising elements are most impactful with older consumers. The objective of this study is twofold. First, we will attempt to identify which executional alternatives are most effective (as measured by recall and persuasion) for older consumers. Second, we will quantify the effectiveness of these executional alternatives such that future advertising executives will have a guideline that they can use to more accurately predict how consumers in these age cohorts may react to an advertisement that does or does not contain the given element.

Consumers' Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories

Journal of Marketing, 1999

In this article, the authors propose an integrative model of advertising persuasion that orders the major theories and empirically supported generalizations about persuasion that have been offered in the information-processing literature. The authors begin by reviewing this literature, placing particular emphasis on the assorted processes or mechanisms that have been suggested to mediate persuasion. To consolidate this material, the authors propose a framework that delineates three alternative strategies that people may use to process persuasive communications and form judgments, in which each strategy represents a different level of cognitive resources that is employed during message processing. In addition, the framework identifies a judgment correction stage that allows people to attempt to correct their initial judgments for biases that they perceive may have affected such judgments. The authors add to this by identifying particular processes that appear to mediate when and how these judgment formation and judgment correction processes operate. They also attempt to foster growth by specifying some of the critical issues and gaps in the knowledge that appear to impede further progress. Finally, the authors clarify how the proposed framework can inform the decisions advertising practitioners make about advertising execution and media factors. E very day, U.S. consumers are exposed to no less than 1000 commercial messages (Kotler 1997*). Regardless of their content and the techniques they employ, most messages share a common final goal: persuading target consumers to adopt a particular product, service, or idea. How do advertising messages influence consumers' judgments and preferences and thereby advance persuasion? A vast body of work has explored this question from various perspectives, seeking to develop a theoretical understanding of the persuasion process. Yet, to date, no single theory or framework that has been developed has been able to account for all the varied and sometimes conflicting persuasion findings. Presumably, this is because the complex process of persuasion is intricately dependent on a myriad of contextual, situational, and individual difference factors, whereas the theories remain relatively simplistic and narrowly developed. The inability of existing theories to accommodate all persuasion findings need not suggest, however, that these theories are inaccurate. Rather, we propose that these theories simply may represent pieces of persuasion processes that operate in certain conditions that are not always clearly specified. This view is consistent with the popular assump-*Authors were limited in the numberof references used in text, therefore, those references marked with an * are available at www.

Cognition, Persuasion and Decision Making In Older Consumers

Marketing Letters, 2005

Older adults constitute a rapidly growing demographic segment, but relatively little is known about them within consumer contexts: how they process information, respond to persuasive messages, and make decisions. We discuss extant findings from consumer behavior and related disciplines (e.g., cognitive psychology, neuroscience, social psychology, gerontology) as they pertain to the effects of aging on consumer memory, persuasion and decision * Corresponding author. † The first two authors co-chaired the workshop at the Choice Symposium and made major and equal contributions to this article. The remaining authors were participants in the workshop. They also contributed to this article and are listed in alphabetical order. We wish to thank the editor and Cathy Cole for their helpful comments on the paper. The article, including a more complete list of references, was shortened to meet the page-length constraints of the special issue. The longer version is available upon request from the senior authors.

Persuasion in the Marketplace: How Theories of Persuasion Apply to Marketing and Advertising

Persuasion runs indelibly through all aspects of our lives. Some instances are subtle (e.g., effects of entertainment media), others can be in-your-face annoying (e.g., political communications). If asked, and given sufficient time, most people can come up with a long list of everyday persuasion attempts and practices. However, we suspect that at the top of pretty much everyone's list would be advertising. Whether it is the result of constant exposure to ads, their often entertaining nature, or simply because of our (American) hyper-consumer culture, there are few things that more quintessentially capture the notion of persuasion than advertising.