Literature Review Chapter: Persuasion Theories in Advertisement

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[. . .] Many people believe that they cannot be bought, but they can be persuaded. For this reason, many smart professionals use the art of persuasion to do what they want rather than using sales for marketing and its related dynamics (Kitchen, 2004, p 8). Persuasion involves using psychology techniques to make a message more believable and credible. The following principles should be used for people to adopt your ideas with ease (Shelby, 1986, p 5). It includes aiming at a narrow target. Persuade the listener on the crucial points that will capture their attention. It is not wise to dump all the information on the listener, but picking the most salient points to give can be extremely useful. One can also note the listener's point of interest according to their questions, and concentrate on them (O'Shaughnessy & Henneberg, 2002, p 241).

Stories can be used to convey a message, because they can be particularly appropriate in conveying a message. When using stories as a persuasion tool, stories related to your concept should be used. The story should include how using your idea will be like, feel like, and the new experience they will discover while using your idea. Another principle that should be kept in mind is using a third or second party quote; this is helpful while trying to prove the truthfulness of your idea. The only disadvantage of this principle is that it cannot be used when telling something which is not true. Pacing and lead should also be used when telling your point; this involves trying to prove two true things to the listener. An excellent example can be, we are offering the lowest prices and we also give items as discount. The third piece of information must be reasonable, and this technique cannot be used to tell false information (Anderson et al., 2010, p 1).

In consumer persuasion, there are two key factors involved; they include automatic evaluations, which can change, from verbal additions through communication. The other factor involves ensuring such messages result in change that is in balance with the balance principles. Attitudes are evaluations people have regarded the objects and things around them (Hayden, 2009). The evaluations or attitudes can be assessed when people are asked about their preferences. Such measures are useful in generation of consumer insight on their behaviors. Perkins et al. (2008) found that implicit measure can be used in predicting consumer preference and brand recognition (O'Keefe, 2002, p 19). The measures can also be used to determine consumer usage and discriminate consumer preferences for competing brands. The main issues relevant to consumer persuasion are examinations of automatic evaluations that can change directly or indirectly in response to additional information processed deliberately (Harcajo et al., 2010, p 941).


Persuasion is a psychology principle involving the emotions and perceptions of consumers and can be successful in marketing. Social proof is a crucial factor as it encourages emulative or imitative behavior of a brand. Because of human behavior to create ties, we tend to adopt ourselves to previous actions committing us to a brand loyalty locking us into purchase, despite persuasion to the contrary.


Anderson, S.P., Ciliberto, F & Liaukonyte, J. 2010. Information Content of Advertising: Theory and Empirical Evidence.

Bly, R.W. 1998. Business-to-Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and Sales, Second Edition. New York: McGraw Hill Professional.

Blythe, J and Zimmerman, A.S. 2005. Business-to-Business Marketing Management: A Global Perspective. New York: Cengage Learning EMEA.

Dahlen, M.L. 2010. Marketing Communication: A Brand Narrative Approach. London: John Wiley and Sons.

Harcajo, J.B., Brinol, P & Petty, R.E. 2010. Consumer Persuasion: Indirect Change and Impicit Balance. Psychology And Marketing. Vol 27, Issue 10. Pp 938-963.

Hayden, J.A. 2009. Introduction to Health Behavior Theory. New Jersey: Jones and Bartlett Publishers.

Kitchen, P. 2004. Intergrated Marketing Communications: A Primer. Chicago: Cengage.

Knowledge Marketing. 2012. CIM Revision Cards . Atlanta: Routledge.

Marlin, R. 2002. Propaganda of Ethics and Persuasion. London: Broadview Press .

Meyers, J. And Malaviya, P. 2006. Consumers Processing Persuasive Advertisment. Journal of Marketing. Vol 63. Pp 45-60.

O'Keefe, D.J. 2002. Persuasion: Theory and Practice. Balton: SAGE.

O'Shaughnessy, N. J and Henneberg, S.C. 2002. The Idea of Political Marketing.… [END OF PREVIEW]

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Persuasion Theories in Advertisement.  (2012, August 25).  Retrieved July 18, 2019, from

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"Persuasion Theories in Advertisement."  August 25, 2012.  Accessed July 18, 2019.