How do you get persuaded?

 What persuades you? 

Normally, the first place we think of persuasion is in advertising. 

Let's take a look at how advertising persuades us: 

Demographics  

 The qualities (such as age, sex, and income) of a specific group of people a group of people that have a particular set of qualities. These are qualitivate qualities (measurable)


Psychographics 
the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research


Demographic Information:
  • Female
  • Aged 45-65
  • Married, with children
  • Dealing with issues of weight gain, diabetes, lack of energy or hormonal imbalance
  • Household income $100K+

Psychographic Information:
  • Concerned with health and appearance
  • Wants a healthy lifestyle, but doesn’t have much time
  • Enjoys going online in the evenings, big fan of Pinterest
  • Tends to favor quality over economy
  • Finds fulfillment in her career and family
  • Values time with a small group of friends

                  "Many of us are being influenced and manipulated - far more than we realize – in the patterns of our everyday lives. Large-scale efforts are being made, often with impressive success, to channel our unthinking habits, our purchasing decisions and our thought processes by the use of insights gleaned from psychiatry and the social sciences. Typically these efforts take place beneath our level of awareness."
                                                                                        Vance Packard The Hidden Persuaders  

In the book, Hidden Persuasion explores 33  tactics advertisers use while advertising their products. These hidden persuasions are a driving force behind the advertising world’s efficiency. The author, Marc Andrews says:
“People think that their decisions and choices are most of the time made consciously and rational, relating to their wishes, interests, and motivations,” 
“Fact is, that most of our decisions in daily life are made on an unconscious level, which means we are quite vulnerable to persuasion attempts which effect our unconsciousness.”





A.So   Let's think about what it is that you are assuming when you are buying something. Think about products or services that you use often and take for granted. What is it that you are assuming you are getting from these products? Why do you choose them? Make a list of 5 brands or products that you use and do a puke about why you choose them - what is your assumption about them?

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