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CPT-22306 Lectures & Articles Summary
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Persuasion in consumer communication for sustainability. Summary of all lectures and articles in the form of Active Recall.
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Persuasion in ConsumerCommunication for Sustainability
(CPT23306)
Learning outcomes course:
1. Classify different types of persuasion strategies in the context of consumer
communication for sustainability;
2. Compare different theoretical accounts of persuasion;
3. Argue why particular persuasive strategies are effective in specific contexts;
4. Evaluate existing persuasive strategies in terms of theoretical accounts of
persuasion;
5. Revise existing persuasive strategies in terms of theoretical accounts of persuasion.
Lecture 1 - Introduction to persuasion and
communication
Active Recall Lecture 1
Define what persuasive communication 1. Persuasion involves a conscious effort to influence the
is; thoughts or actions of a receiver.
2. Any message that is intended to shape, reinforce, or change
the responses of another, or others.
Explain the different elements within the - Symbolic process: relies on symbols, signs, and images (e.g.;
following definition: ‘Persuasion as a Nike logo)
symbolic process in which - Try to convince: attempt to influence: deliberate, intentional,
communicators try to convince other conscious
people to change their own attitudes - Change their own attitudes or behaviours: entails
or behaviours regarding an issue self-persuasion: persuadee (receiver) makes the change
through the transmission of a message - Message: requires transmission of the message: arguments,
in an atmosphere of free choice’ cues
- Free choice: assumes free choice: option to do not follow the
persuader
Explain the trinity of persuasion 1. Ethos: persuasion by character. Source credibility: good
according to Aristotle; sense, good moral character, goodwill. People should like you
> after that you persuade them
2. Pathos: persuasion by emotion. Appeal to emotions to make
you pay attention and effect change. You need to connect to
them > make people ‘feel’ stuff
3. Logos: persuasion by logic. Logical reasoning, arguments.
Giving them the right information
,What can be said about automatic Since humans do not always actively process incoming information,
persuasion? persuasion can occur in an automatic way. Behaviour is actually
accomplished much of the time without paying attention to the
substantive details of the "informative" environment (e.g.; the
difference between ‘I have to make some copies’ (93% of the people
let you print first) and ‘I am in a rush’ (94% of the people let you print
first) points out rational arguments are not always needed to persuade
How do the traditional and the Traditional view: The sender changes the attitude from one way
contemporary views on persuasion (sender) to the other, passive consumer (the persuadee). This view is
differ? also called the magic bullet/ hypodermic needle theory
Contemporary view: dynamics of persuasion exist between the sender
and the consumer/persuadee.
Define coercion; Coercion (dwang) = a technique for forcing people to act as the
coercer wants them to act—presumably contrary to their preferences.
Coercion occurs when the influence a) delivers a believable threat of significant physical or emotional
agent; harm to those who refuse the directive,
b) deprives the individual of some measure of freedom or
autonomy,
c) attempts to induce the individual to act contrary to her
preferences
Define propaganda A form of communication in which the leaders of a ruling group have
near or total control over the transmission of information,
typically relying on mass or social media to reach target audience
members, using language and symbols in a deceptive and
manipulative fashion.
Distinguish persuasion from coercion Coercion and persuasion are not polar opposites. They are better
and propaganda. viewed as lying along a continuum of social influence.
Active recall Literature Chapter 1
How does the book define persuasion? Just about anything that involves molding or shaping attitudes
involves persuasion. Persuasion is the study of attitudes and how to
change them. The power of persuasion - its ability to captivate and
connive (samenspannen) - fascinates people.
Name 7 ways in which today’s 1. Number of messages
persuasion differs from previous eras 2. Speed and brevity
3. Conducted via institutions and organizations
4. Subtlety (subtiliteit)
5. Complexity and mediation
, 6. Digitization (exposure to short, metaphorical messages, with
simultaneous message exchange among millions of strangers, subject
to multiple interpretations)
7. Exposure to a wealth of new, but also bias-confirming, information
Brief summary of the chapter about the definition of persuasion: The key attributes of persuasion are that it
operates as a process, not a product; relies on symbols; involves the communicator’s intent to influence; entails
self-persuasion; requires the transmission of a message; and assumes free choice. Of all these attributes, the
one that cuts to the core of persuasion is self-persuasion.
In the end, we persuade ourselves. We decide to change our own minds about issues, people, and ideas.
Persuaders transmit messages, call on their most attractive features, play word games, and even manipulate
verbal cues in hopes of convincing us to change our attitudes about an issue.
Lecture 2 - Persuasion knowledge
Active Recall Lecture 2
Define persuasion knowledge Rather than passively receiving messages, consumers are active
receivers and interpreters of and responders to advertising
messages. They use their persuasion knowledge to cope with
persuasive messages.
OR
Consumers’ personal knowledge about the tactics used in persuasion
attempts. This knowledge helps them identify how, when, and why
marketers try to influence them.
OR
Ideas about how advertising persuades or the specific tactics used.
Name four facts about persuasion 1. Is personal
knowledge 2. Develops throughout life
3. Is not always necessarily “true,” but is rather what the
consumer perceives
4. Starts cognitive and effortful and becomes implicit and
effortless as experience increases
Why do people use persuasion 1. Because they are motivated to hold valid attitudes. To hold
knowledge? these attitudes, you have to judge information, using
knowledge
2. People use PK to cope with persuasion, to have control over
outcome
What can be said about different A positive or a negative outcome (of the persuasion). A negative
outcomes with regards to persuasion outcome creates resistance. The greater someones persuasion
knowledge? knowledge is ≠ greater persuasion resistance
How is PK used to cope with persuasion Understanding persuasion techniques helps in recognizing and
attempts? evaluating attempts to influence. Knowledge empowers critical
analysis of messages, identifying manipulative tactics, and assessing
credibility. This awareness enables informed decision-making,
guarding against undue influence. By recognizing persuasion
strategies, individuals can adapt responses, either by resisting
, manipulation or leveraging insights for constructive dialogue.
Which two actors are distinguished in
the persuasion knowledge model
(PKM)?
Define the persuasion target within the The persuasion target (consumer) has certain:
PKM using an example - Agent knowledge: target’s beliefs about characteristics and
goals of the persuasion agent (e.g.; MB nutrition)
- Topic knowledge: beliefs about the topic of the persuasion
message (e.g.; supplements)
- Persuasion knowledge: a target’s perception of agent’s
strategic behavior, motives, intentions, etc. (e.g.; influencer
marketing)
- Coping knowledge: e.g.; like/buy the product or not
Define the persuasion agent within the The persuasion agent has certain:
PKM using an example - Target knowledge: agent’s beliefs about the persuasion
target or consumer (e.g.; young males)
- Topic knowledge: beliefs about the topic of the persuasion
message (nutrition products)
- Persuasion knowledge: agent’s knowledge about persuasive
strategies (e.g.; influencer marketing)
- Persuasion attempt: e.g.; instagram influencer post
What happens within the persuasion Here the persuasion happens: created by the agents
episode within the PKM?
Define the topic knowledge, agent Topic knowledge: it involves what the audience knows about
knowledge and the persuasion toothpaste - its benefits, importance in oral hygiene, ingredients, or
knowledge in the following add: any related information. If the audience is well-informed about the
benefits of fluoride, they may evaluate the toothpaste being advertised
based on their existing knowledge of dental care.
Agent knowledge: the audience's agent knowledge would involve
their understanding and perceptions of the dentist. For instance, if the
dentist is well-known, respected, or perceived as an authority in the
field of dentistry, the audience might be more inclined to trust the
information provided about the toothpaste due to the dentist's
credibility.
Persuasion knowledge: audiences are aware that the dentist's aim
is not just to inform but also to persuade them to buy or use a
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