The speech provided from which the extract is taken is aimed at providing a marketing approach to the video rental industry. The purpose of the speech is to convince the management to take the course of doing an international marketing of the video rental services, specifically in Europe…
The talk should also focus on the professional requirements and should be able to adapt to the concepts of persuasion as depicted by the researchers on persuasion. This analysis will try to match the speech given with the laid down persuasion techniques and identify the lacuna in the same with reference to the research specified.
ELM Attitude change methodologies that are proposed by Petty, et al, have been studied and the extent to which the presentation followed it was studied. Second, the five stages to persuasion proposed by Dr Roger Wimmer, were mapped on to the presentation done and the extent to which this was convincing and was reached by the presenter was analyzed and presented. Communication and persuasion have been found to be interchangeable in most of the theoretical studies done by various researchers. The same is then worked out and presented in this paper.
Elaboration Likelihood Model (ELM) has been proposed to take two approaches to the attitude changes due to advertisements or persuasion. The model suggests the peripheral approach and the central approach towards attitude changes.
Peripheral approach: This approach looks at six steps or cues that take one to the final step of attitude change. Peripheral route takes a short term benefit and provides for a change in mind that might give a short term gain to the advertiser or the persuader. The six cues that the researchers suggest are: reciprocation, consistency, social proof, liking, authority and scarcity. Reciprocation happens when there is claim for returning a favor done earlier. Consistency explains the methodology of doing a job; this is how the job is to be done and therefore, let us do it this way. Social proof happens when others also start doing the same. The reason why this person should do it is because others are doing it the same way. Liking happens when you like it or the person who sells it. I like him and you like me. Therefore, let us do business together. Authority is the other way to convincing people; because I have said it therefore, it should be right. Scarcity, try to create a demand even if it is not there. That makes things better and makes the sale much more easily possible.
Central approach: This approach is more for a permanent change in the attitude. This has to convince the people involved and make them believe and start having faith in the product that we try to promote. In this approach, the seller takes more time to explain the points involved, more time to ensure that the person on the other end is convinced. The aim of the central approach is to bring in a long term change in the attitude of the person.
The approach enunciated by Dr Wimmer is a five step model that explains how the process of change in attitude happens with the persuasion that is employed by the speaker. The key steps are:
According to Dr Wimmer's theory, the five steps need to be passed through by every person who is getting convinced and every speaker or salesperson need to take this path with every customer. The listener whose attitude change is needed, is initially unaware of the product, becomes aware of it through the introduction given by the salesperson, he develops comprehension on the product and on the services of the company and any other aspect that he ...
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