Persuasion Theories

Question 1

AIDA model

Answer 1

Attention, Interest, Desire, Action (stages that consumer goes through) used by marketers to create promotional campaigns

Question 2

Cialdini’s 6 principles of persuasion

Answer 2

Reciprocity, commitment, social proof, authority, liking and scarcity - good framework for persuasion and by what consumers are influenced

Question 3

Framing Theory

Answer 3

Persuasion based on the way something is presented

Question 4

Priming theory

Answer 4

Exposure to certain stimuli which influences subconsciously - subliminal messaging (displaying images of wealth encouraging people to buy luxury goods)

Question 5

Fear Arousal Theory

Answer 5

Using fear as motivator to sell something to relieve that fear/to act to prevent immediate danger

Question 6

Narrative Persuasion in Consumer Behaviour

Answer 6

Storytelling can convince audience to be more receptive to persuasion, used to build emotional connection, brand loyalty and influence consumer decisions

Question 7

Elaboration Likelihood Model

Answer 7

Based on the two routes of persuasion: central (with rational arguments) and peripheral (using emotional arguments) to persuade depending on consumers motivation and capability

Question 8

Reciprocity Norm

Answer 8

Consumers feel obligated to return favors or gestures they receive (giving away free samples or prizes)

Question 9

Gamification Persuasion Theory

Answer 9

Adding gamification features to marketing campaigns (competition, points, prizes) can help persuade consumers and form a deeper level of engagement

Question 10

Persuasive Systems Design Model

Answer 10

Framework for creating digital systems that reinforce, change or shape attitudes or behaviors or both without using coercion or deception based on primary task support, dialogue support, credibility support and social support (presenting tailored information, offering rewards, always reachable costumer service and customer review board)

Question 11

Dark Patterns

Answer 11

Deceptive design techniques in digital interfaces to persuade users to do things they may have not intended to do

Question 12

Engagement-Based Persuasion

Answer 12

Immersive and interactive experiences that influence attitudes and actions (quizzes, tailored experiences etc)

Question 13

Algorithmic Persuasion

Answer 13

Algorithms influencing choices by tailoring/personalizing information, ads and product suggestions using customer data

Question 14

Classic Conditioning by Pavlov

Answer 14

Combining a stimulus with a meaningful association (developing positive feelings about a brand when paired with appealing music or imagery)

Question 15

Operant conditioning by Skinner

Answer 15

Learning through rewards and punishments -> offering loyalty rewards or discounts to reinforce brand loyalty and repeat purchases

Question 16

Nudging

Answer 16

Small design changes and cues in environment that guide people towards a certain decision without restricting their freedom (placing things at eyelevel etc)

Question 17

Transmission Theory

Answer 17

Communication as transfer of information from sender to receiver, highlights importance of the message that is sent by brand is accurately received and understood by consumer

Question 18

Hovland-Yale Model

Answer 18

Focuses on factors that influence persuasion: source credibility, nature and content of message and characteristics of the audience