Impact of gender and age on susceptibility to persuasion principles in advertisement (original) (raw)
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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 ...
AGE DIFFERENCES IN ADAPTION OF PERSUASION STRATEGIES IN ADVERTISING
Lyubomira Spasova, 2023
This investigation has three aims: (1) to adapt and modify the STPS questionnaire-developed by Kaptein, Markopoulos, Ruyter and Aarts, (2009) as a basic instrument for measuring achieved social influence; (2) to establish susceptibility to Cialdini's persuasion strategies among different age groups; and (3) to determine the advertising effectiveness achieved through advertising messages-based on persuasion principles. The paper used the adapted and modified STPS questionnaire, measured respondents' individual susceptibility to persuasion strategies relative to their age. The results of the univariate analyses of variance show achieved social influence among different age groups in terms of the principles. For respondents aged 46-55, the principle of social proof and commitment and consistency, are relevant; scarcity is significant for 36-45-years old, while authority is dominant for the 56-65 age groups. Positive correlations were found between the persuasion strategies present in advertising: the presence of the reciprocity principle enhanced the influence of the liking and consistency principles to the greatest extent, while the presence of the scarcity principle enhanced the influence of the authority and reciprocity principles. The consumers' susceptibility to advertising is greatest when consumers' willingness to purchase is measured against the principle of reciprocity, authority and social proof. On the other hand, offering a stimulus in advertising is most successful when the principles of scarcity, authority, and commitment /consistency are present, and least successful when the principle of liking is present. In older age groups, different consumer sensitivity to persuasion in advertising can be achieved with different combinations of persuasion strategies. These research findings are useful for organizations that offer products and services through advertising.
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...
Persuasion in the Light of Research on Advertising Messages
SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference, 2019
The research presents the process of advertising message and the mechanisms of its influence on consumer decisions. The goal of the article is to present the findings to the research question: Do the methods and techniques used in tourism advertising messages have an impact on society? To give answer to our research question, the diagnostic survey method was adopted and a research tool was used in the form of a questionnaire, which in the interactive version was filled in by the participants of the most popular online forums. The questionnaire was available on several social networks and on a special generated page for this purpose from February 1 to May 31, 2016. The research shows that the very important mechanism of persuasion is the impact of the identification process with the person's respect and authority. An important role in the process of persuasion is also played by the content of the advertising message, which brings the recipients pleasant associations and entertai...
Persuasion Principles Index: ready for pretesting advertisements
Purpose – This paper aims to respond to issues posed in the four commentaries on Armstrong, Du, Green and Graefe (2016, this issue) regarding the immediate usefulness of that paper’s test of advertisements’ compliance with persuasion principles, and regarding the need for further research. Design/methodology/approach – This paper addresses commentators’ concerns using logic, prior research findings and further analyses of the data. Findings – The superiority of the index method remains when a simple, theory-based, alternative weighting-scheme is used in the index model. Combinations of three unaided experts’ forecasts were more accurate than the individual forecasts, but the gain was only one-third of the gain achieved by using the Persuasion Principles Index (PPI). Research limitations/implications – Replications and extensions using behavioral data and alternative implementations of the index method would help to better assess the effects of judging conformity with principles as a means of predicting relative advertising effectiveness. Advertisers can expect more accurate pretest results if they combine the predictions of three experts or, even better, if they use tests of compliance with persuasion principles, such as the PPI. The PPI software is copyrighted, but is available now and is free to use. Originality/value – New analysis and findings provide further support for the claim that advertisers who use the PPI approach proposed by Armstrong, Du, Green and Graefe (2016) to choose among alternative advertisements will be more profitable than those who do not. Keywords: Profitability, Creativity, Advertising effectiveness, Combining forecasts, Index method, Variable weighing
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.
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.
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.
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...
The main goal of the article is to bring forward the idea of abandon definitively the concept that all purchases are rational, with reference to some objective norm or to some universal law. Sometimes the wishes and choices of purchase of persons are predictable, sometimes are not. If the field of consumption was dominated by the laws of rationality, we would not need to have recourse to the cognitive analysis or the paradox. The people, either as individual consumers, that as corporate decision makers, express, in their behavior, the entire human nature, in which replaces, often, a slope of irrationality. Transferring these concepts in marketing, it can be argued that if it is possible to understand what causes voltage to a subject, you will be able to identify potential levers of purchasing, as this voltage is produced by stimuli that can be addressed in the search for a product or a service.