Title - 'How is persuasion used to influence consumer behaviour?'
Intro
- Introduce the topic - How advertising/branding can influence consumer behaviours through the use of different methods of persuasion.
- Give examples of persuasive methods - current/relevant
- Summarise content and main persuasive method.
- Explain practical use - recognising these methods can help a designer recognise what can work and understand how to communicate to the consumer more effectively.
Persuasion
- Definition (What is it?)
- How is it related to graphic design? - communication / How is it used?
- Why is it relevant?
- When is it used?
- Where is it used?
Consumer Identities
- What are (consumer) identities? Define
- How are identities created - Anthony Giddens (reflexive process, link to modernity) - Support from Personal Construct Theory (Kelly)
- Why is this important? Greater understanding how to target consumers.
- Persuasive adverts that show an identity that the consumer relates to or hopes to relate to, encouraging them to buy into the product/service. (If you buy this your a good mother, a professional etc.)
- Possessions representing identity - Gosling, Ko, Morris and Thomas (2002)
Lifestyle Choices
- What are they? Explain link with identity - central element, as it is the way in which you are living your life to shape your identity.
- The Mary Douglas Thesis - ideal form of community - rejection of other lifestyles.
- How does branding and advertising play on this to persuade consumers? - showing 'ideal' lifestyles - politicises consumer choice - brands can show what they are not (Nike campaign protesting against professional sport - everyone can be an athlete)
- Group membership - loyalty - persuading people they are part of a certain group - explains 'cultist' feel of some brands.
Social Comparison
- What is it and why is it important? Link to group membership.
- The comparison of ideals created by consumer culture - upward / downward comparison.
- How does it effect consumer choice - belief there are right/wrong choices - how this is applied to branding.
- Creates uncertainty - how does this get exploited through persuasive appeals - social proof, encouraging us that others love it (children's ads - showing toy with loads of friends - you'll be popular if you own this) / claiming they are the best.
Conditioning / Association
- What is it, how does it work?
- Attractiveness - 'halo effect' - associating products / services to increase appeal.
- Celebrities - establishing a positive connection - status / prestige.
- Authority - authority figures in ads (dentists, hair experts etc.) - more likely to believe them and the product / service they represent.
- Scarcity - something that didn't have much appeal, but becomes more attractive because it would become unavailable (exclusive/limited items).
Symbolic Meaning of Products
- What is this and what does it mean? - association with human characteristics / meanings.
- Symbolic Interactionism - Brands and products can become symbols and communicate/express things with others. Link to identities being represented and group membership - belonging.
- How do we learn symbolic meanings - indirect / direct
- The importance of trust/loyalty/values in relation to symbolism
- Examples
Conclusion
- Brief summary of key methods of persuasion in relation to consumer behaviour.
- What conclusion have I made from these findings.
- Why is this important?
