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Consumer Behavior: Peripheral Route to Persuasion Paper
Consumer Behavior: Peripheral Route to Persuasion Essay
The main aim of every advertiser is to reach a bigger population and create an impact on the target market. Notably, advertisers use different persuasion skills to reach and influence their audience. Peripheral route is one of the persuasion methodologies that advertisers consider. Specifically, peripheral route to persuasion is evident in the Haynes Baked Beans Astronaut Ad featured in Youtube.
Notably, the advert in question can be said to be taking a peripheral route to persuasion because it takes place in space and gives an open platform for the audience to make decision. Moreover, the advert is produced and published on Youtube by Peppy Cinema, which means the audience is persuaded by a cinema making expert organization. Peripheral route to persuasion involves presenting information and letting the audience agree or disagree with it (Muktadir, Fujikawa, and Harai 4). The information is mainly put forward by an expert or made to be quite attractive. Haynes Baked Beans Astronaut Ad is about astronauts that who come across gigantic creature that tortures than as they try to install and American flag. The scenario is attractive and appealing to most persons. The scenario is also debatable.
The peripheral non-product information evident in the advert is the flag of the U.S. and the strength of the baked beans. Moreover, the events that take place catch attention. The flag defines the territory of the advertisement. On the other hand, the occurrences in the video call for a conversation; it influences the audience and creates an effect. The response of the public towards the video is more positive than otherwise. The comments are positive and the most of the people admit to have watched the video repeated number of times. Peripheral non-product information is accurate and clear in the video content. Importantly, it is precise and catchy.
Purchase attention and brand attitude are well-presented. The overall effectiveness of the advertisement is up to standards. Attitude is an essential element in advertising activities (Muktadir et al. 7). Consumers believe in adequate strength and the ability of any product to perform its intended duty or meet their expectations; this explains the cognitive component. Markedly, the advertisement triggers emotions of most customers and the general public; this confirms that the affective component of the advertisement is more reasonable and serving its right purpose. The fact that many people connect with the advertisement means they are likely to take the next action; invite another person to watch or purchase the product. In fact, some of the comments admit that they called others to watch the advertisement because it is interesting...............GET A PLAGIARISM FREE COPY