Persuading consumers

In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics from consumers and the general public to the media, investor, donor, and government publics.

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(bq) part 2 book “consumer behavior” has contents: consumer perception, consumer learning, consumer attitude formation and change, persuading consumers, the family and its social standing, subcultures and consumer behavior, consumer decision-making and diffusion of innovations,… and other contents.

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The greatest shift in consumer purchase behavior over the past generation has been from table wines to quality wines, particularly in traditional wine drinking countries. Relatively few people consume wine. In the United States 40 to 45 percent of the adult population does not drink any alcoholic beverages. Of the remainder, less than 20 percent are “regular” wine drinkers, and they account for most of the wine consumption. The occasional wine drinker, an additional 40 percent of the remainder, tends to like wine and might buy more of it if persuaded to do so (Moulton...

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A large body of research over several decades has grappled with how and whether fear can persuade consumers to change their health behaviors. Different models have been proposed to describe the cognitive and emotional processes involved.

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Advertising is a form of communication for marketing and used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means “to turn the mind toward.” [1] The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.

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