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Persuasion and attitude change
- 1. Home-shopping undeniable temptation Persuasion and Attitude change Psychology 20092101 Ku hyenam
- 2. contents • Reason • Video • Theory • conclusion
- 3. Why I chose this subject • Many product introduce in TV channel. Some example, We Watched home-shopping because that broadcast was about what we wanted. Today, So some product is sold out and others is disfavored with people. I'll talk about which persuading situation can increase the purchasing desire when we need to buy some commodity. Then, what is the reason of this distinction?
- 4. Video • Let‟s compare the two videos and then find the elements of persuasion.
- 5. Video
- 6. • Do you find it????
- 8. Expert heuristic • People that don‟t know field and don‟t experience field decide whether to accept the contents or not that according to whether speaker is expert or not.
- 9. Expert heuristic • Can I ask you, if you choice who???
- 10. Vivid information effect • Vivid information easy to remember and easy to withdraw as the pass of time. So, what do insist, to present by the form of vivid statement is better influence than a simple style for our cognitive processes.
- 11. Scarcity • Psychological Reactance theory • People becomes motivated when they think who was treated or deprived their freedom. people maintain they have a desire to the freedom that is people wanting to get a limited product.
- 12. Psychology reactance theory I found lovely I send three an pants in last e-mail years, But company Increasing a was called “we desire of didn‟t have purchase enough cloth you want” Resistance Product cames to mind The limited continuously, opportunity I thought “I really want this it!! I wish I wore pants.
- 13. Psychology reactance theory • This is show that scarcity cause anxious.
- 14. conclusion • Expert heuristic, scarcity, vivid information effect is close central route than peripheral route. Many people prefer to peripheral route of cognitive when limited cue like online.
- 15. Q&A Thank you:)
- 16. Source. • 뉴시스- TV홈쇼핑, „주문쇄도,매진임박표시‟못쓴다 http://media.daum.net/entertain/enews/view?cateid=1032&newsid=2 0070730161810536&p=newsis • 최은영, 임지은, 황장선.(2011) 희소성 메시지의 광고효과: 한정판과 시간압박을 중심으로. 한국광고홍보학회. 3-10 • 한규석.(2009) 사회심리학의 이해. 학지사