100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Marketing and Persuasive Communicatie lecture notes $5.35
Add to cart

Class notes

Marketing and Persuasive Communicatie lecture notes

 2 views  0 purchase
  • Course
  • Institution

Marketing and Persuasive Communicatie lecture notes + was oefenvragen op het einde

Preview 2 out of 13  pages

  • June 9, 2023
  • 13
  • 2020/2021
  • Class notes
  • ?
  • 1 t/m 5
avatar-seller
MARKETING AND PERSUASIVE COMMUNICATION

LECTURE 1 -

Persuasive communication
(Persuasive = “Persuasief”= overtuigend)
= A sender’s attempt to change a receiver’s beliefs, attitudes, and behavior
= a symbolic process in which communicators try to convince other people to change their attitudes or
behavior regarding an issue through the transmission of a message, in an atmosphere of free choice
(Perlo ,)
• Symbolic proces
• Intentional in uence
• (Beliefs), attitudes and behavior
• Sender, receiver, message, object, context
• Receiver has free choice

Persuasive communication is
• broader than marketing communication
• foundation of most marketing communication

Marketing communication
Persuasive communication, but also:
• Attention / awareness (memory e ects)
• Consumer choice behavior (e.g., biases)
• Branding
• Targeting strategy
• Media in uence (e.g., online vs o ine)
• Etc.

Persuasion: Application areas
• Corporate sphere, e.g..
• Marcom, but also
• Sales / negotiations
• Motivating / leadership
• Online campaigns / in uencers
• Public sphere, e.g.,
• Health com
• Politics, societal debates
• Individual sphere, e.g.,
• Relations
• Education / family life

Persuasive communication: scienti c Approach
• Why do we need it???
• People often do not understand their own beliefs, attitudes and
behavioral motives…
• let alone those of others..!
↳ We need objective evidence to understand why people change
their behavior
• How do we get this evidence?
First ad: hair product
• Contrast background (dry, wild) versus lion mane (soft, styled)
• Even a lion’s mane can be tamed

Second ad: Lego
• Controversial: gun, alcoholic, drugs
• What is the audience? Lego is for kids but this ad is directed at
another audience
Pagina 1 van 13




ff fl fl fl ffl
ff fi

, Question: Are good-looking people seen as more or less intelligent as less good-looking
people?
How do we nd this out?
• Just ask? (e.g. in a street survey)?
• “Do you think that good-looking people are generally smarter than unattractive people, or do you think it
is the other way around?” (= “self report”).
• Will people be honest?
• Disadvantages
• Probably no relation attractiveness intelligence:
• People do not admit that they think there is a relationship (political correctness / social
desirability)
• People are not aware that they perceive a relationship
• Experiment in controlled environment
• Computer generated faces (attractive versus non attractive)
• Bene ts:
• We can manipulate the independent variable
• E.g., good vs. less good-looking
• We can measure its e ects on the dependent variable(s)
• E.g., perceived intelligence

Answer
• Good looking people are seen as more intelligent, nicer, more outgoing
• E ect: more positive responses, credible, reliable
• E ect: more persuasive !
• E ect: better (paid) jobs, nicer partners
↳ Halo e ect = good qualities linked to good looking people

News or persuasion?
• News may in uence attitudes, but there usually is no “persuasive intent”.
• If there is persuasive intent➝ persuasion.




Pagina 2 van 13




ff fi ff

fifl ff

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller taravandijk. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $5.35. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

53068 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$5.35
  • (0)
Add to cart
Added