Essential Methods Of Persuasion

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Message Framing
Another essential method of persuasion is message framing. Message framing refers to the way that information is displayed or provided that aims to either emphasize or deemphasize the risk factor of a choice and thus, how a person perceives the said risk (Menon et al., 2008, pp. 996- 998). The concept of message framing is relatively new to the psychological world and as a result, largely under-researched thus far. However, there are a few types of framing that have been formally outlined by various researchers: interactive message framing and temporal framing. Interactive message framing utilizes a series of linguistic cues such as tone and rhetoric to frame information and cause an individual to switch their knowledge schema
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According to the ELM, individuals are likely to change their attitude in order to align with what is socially correct. If she is using a different brand of tampon as opposed to Tampax Radiant, she is not doing all that she can do to mask her period and thus “standing out”. In order for the consumer to perform the socially accepted task of hiding her menstrual cycle, she must switch to Tampax; it is framed as an essential choice. Though not all advertisements utilize both routes of persuasion, this campaign serves as an excellent example of a brand marketing through the peripheral and central routes, and thus culminating in a change in attitude and the resulting affect. Though the consumer may have thought of tampons as a basic necessity, branding then turns the act of picking out a tampon in a lifestyle …show more content…
If the individual does not feel that the information is personally relevant, it will simply be forgotten so marketing must first address the target audience to make them feel associated with the message. Then the Elaboration Likelihood Model is employed, which helps persuaders design their messages to maximize the strength and persistence of the attitude change that results from the decision-making process. The peripheral route to persuasion is quickest, but results in a weaker and shorter attitude change as it relies upon heuristic thinking. In comparison, the central route to persuasion targets the highly-involved individual and attempts to influence their cognitive thought processes in their decision-making. Because the decision was more cognitive than heuristic, the resulting attitude change is likely to be stronger and more permanent. To further refine the message, persuaders will also utilize message framing to carefully choose rhetoric and tone that will be most appropriate and compelling to the target

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