September 25, 2013
People in business and marketing learn that the most effective way to sell a product is to advertise the product to as many people as possible. Advertisers apply different principals of social psychology, such as persuasion, to the commercial making process. Application of the social psychology principles enables companies to sell their products more efficiently. Persuasion
Persuasion is a tool that is applied in many situations. For example, salesmen try to persuade people to buy products and politicians use persuasion to obtain votes. Persuasion can evoke strong emotional responses in people; fear is often used as a cue to persuade. Any variable that can elicit a response in people can be considered as a cue (Dorland, 2012). Ultimately, the act of persuasion can be used by providing informative arguments or by using different cues that illicit a response in people. There are two commonly accepted types of persuasion, central and peripheral route; each has its benefits and drawbacks. The central route is more informational based and the peripheral route uses cue that are irrelevant to the message to persuade. A benefit of the central route is that it informs the audience, which allows the audience to make an informed decision about the product or argument. A drawback is that central route is best applied to target audiences. A benefit of the peripheral route is the cues can bypass the conscious of the audience. The drawback is that cues can affect people different ways. As with the central route, the audience must be considered so the more effective cues can be used (Kruglanski & Thompson, 1999). The two types of persuasion are different but often both routes are used together; this method is referred to as dual process mode. For example a cue can be used prior to the message, such as using an attractive speaker. The cue is used as a method of gaining the attention of the...
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