Methods of persuasion and Source factor

"Persuasion" has been used over several decades to mean influence on something. There are two types of persuasion namely the central and the peripheral routes. Peripheral persuasion refers to a route of persuasion whereby a listener opts to agree with a message based on cues rather than the strength the argument tries to convey. It has been used over the years as it has proven to be the easier route. There exist several methods used by TV commercials and newspaper advertisements.

Source factor

            The source factor involves expertise, trustworthiness and attractiveness. Human beings are more likely to accept statements from experts. The model of cognitive response dictates that when one believes a message is from an expert, they are not likely to scrutinize it. However, users are more likely to scrutinize messages whose source are not experts hence producing more counter arguments (less persuasion). Moreover, research indicates that if the source of the message is identifies before the actual message then listeners/ users are more likely to be persuaded; credibility of the source therefore alters the peripheral persuasion process. If the audience is told the source of the message in an expert before an advertisement, they are more likely to be persuaded than after the advertisement.

The other factor is trustworthiness regardless of being bias or objective. An NRA official is often expected to be biased when talking of gun control. Moreover, nature has shown over time that people are likely to give their best when handling issues affecting them positively. A good example is a kid who loves watching cartoons one day goes grocery shopping with the mother. At one corner is a "Liam" drink labeled healthy with explanations on its benefits, the kid doesn't understand that therefore does not pick the drink. A few meters ahead are the same drink with the image of his\ her favorite cartoon character drinking it; the kid therefore compels the mum into buying the drink. This is because the kid trusts he will be like his star on taking the drink. The last factor is attractiveness. Physically attractive and well built sources are more likely to be more persuasive than their opposite. People suffering from acne are more likely to buy products whose brand ambassadors have smooth faces as men are more likely to buy gym products so as to attain "beach body" as the person advertising it.

Many arguments in one message

            The other method is the incorporation of many arguments in one message. This tends to focus more on the argument quantity rather than the argument quality. Human beings in most occasions have shown that they prefer relaxing rather than mind boggling and involving tasks. Hence, when an advertisement has several arguments aimed at conveying a message they are more likely to be persuaded.

Examples of advertisements

Samsung advertisement by Didier Drogba (Footballer, former Chelsea striker)

People more likely to buy because their football star has endorsed the product rather than the functionality of the product)

Reb'l Fleur perfume advertisement by Rihanna (American musician)

