The Psychology Of Influence And Persuasion – Coursework Example
Psychology of Influence and Persuasion Zimbardo and Lippe (1991) define the influence as the reforms in peopletriggered by the actions of other people. This involves the behavior of one individual who causes changes to other people. Brock and Green (2005) defines persuasion as a process through which people make vital conclusions about their market places, governments, their lifestyles and communities.
Media plays a crucial role in persuading the public (Brock & Green, 2005). Most of advertising is done through the media. Advertising is a market communication tool aimed at persuading people to buy products of a certain company or brand. Advertising intends to drive the behavior of consumers with respect to a commercial offering.
I recently had an advertising encounter. This happened as I was watching the television after a long day. As expected, all adverts should be persuasive and enticing to the audience. The advert aimed at showing that tobacco consumption or cigarette smoking is harmful to an individual. The advert employed only the use of words in bold and did not involve any favourable image and did not create any emotional link with the audience. This advert aimed at changing the audience’s attitude and perception towards tobacco and cigarettes. According to the table by Singer Lalich and Lifton (1996), communication was one way in the tobacco advert, the structure of persuasion was mild, and the advert did not put down competition but intended to reduce tobacco consumption.
Brock and Green (2005) asserts that people behave in a manner that contradicts their attitudes. This advert is not persuasive enough and only relied on changing the attitudes of individuals. According to Aronson and Pratkanis (2001), pre-persuasion, credibility; emotion and message are the four gambits for effective persuasion and influence today. This advert lacked a favorable climate for the message, a favorable image and did not elicit any emotion to the audience.
Brock, T. C., & Green, M. C. (2005). Persuasion: Psychological insights and Perspectives. (2nd ed.). Thousand Oaks, CA: Sage Publications.
Pratkanis, A. R., & Aronson, E. (2001). Age of propaganda: The everyday use and abuse of persuasion (rev. ed.). New York: W. H. Freeman.
Singer, M. T. (1994). Mind Control/ Brainwashing/ Thought Reform Exists. F.A.C.T net. Retrieved 1994, from http://http://factnet.org/node/1830/
Zimbardo, P. G., & Leippe, M. R. (1991). The Psychology of Attitude change and Social Influence . McGraw-Hill.