ADV 318J Chapter 10: Persuade the Consumer
Document Summary
To convince consumers to buy a product or serve through high-engagement arguments. Requires a active, engaged consumer that pays attention and considers arguments. Have been verbal, but recently we see visuals getting more popular. Requires consumer to think about the argument, understand it, and generally agree with it. Has become less popular bc consumers usually just ignore it due to wordiness, etc. Relentless with their attempt to reason (ex: 7 reasons to buy this brand, only a moron would even consider another brand) Other times reasons can be presented deftly/cleverly, humans value conclusions that they have arrived at. Gives consumers reasons to buy the products. Sometimes we have to defend our choices, this advertising gives us reasons why the purchase was smart. Consumers have to pay attention for this pay attention. May even tell consumers why they shouldn"t buy the product. Reason why with urgency so consumers will buy instantly. Consumers often know this is just a scam.
