FIN 3715 Chapter : FIN 3715 Chapter 8 Power Point Spring 2013
Document Summary
Psychological consistency: we seek balance, or consistency in our attitudes, values, beliefs, and behaviors, we avoid the appearance of being inconsistent. You are an animal lover and you disagree with hurting them. If you are committed with this feeling, you are not going to purchase a cow hide jacket or animal fur: beliefs need to be in sync with our behaviors. Persuasive tactics: marketing strategies- fat free cholesterol free low sodium . Calcium rich natural eggs: psychological consistency- central route processing, brand loyalty- powerful, if you become loyal to a brand, hope that brand becomes a part of you so you consistently buy and use the certain brand. Persuaders create dissonance in audience, and then show how to resolve dissonance. Dove ice cream ad: cognitive: belief 1- i should not eat it because it"s bad for me, belief 2- it looks delicious. Animal protection bunny ad: belief 1- rabbits are cute, belief 2- on second thought rabbit fur feels good.
