Influential behaviour (how to achieve influence in advertising and marketing)
Article Type: Abstracts From: Strategic Direction, Volume 29, Issue 5
Macdonald S. and Ewing T. Admap, December 2012, Vol. 47 No. 11, No. of pages: 2
Suggests that influence in advertising and marketing is more likely to come from irrational, emotional cues than from rational evaluation of what advocates are saying, and is often sought to justify a decision post-event. Argues that, in terms of influence, perhaps consumers are not information seekers looking for influencers to guide them, but confirmation seekers looking for recommendations to back up decisions already taken. Draws on the ideas of Daniel Kahneman in his book (Thinking, Fast and Slow), that claims that humans make decisions using two cognitive systems: system 1, involving effortless and often unconscious judgements; and system 2, which is associated with effortful, reflective,conscious thinking. Concludes that Kahneman’s work backs up the theory that, although people might believe they have been influenced, humans make most of their decisions instinctively and then their minds weave them into a story that is consistent with their view of themselves and their world. Includes the account in a special issue partly devoted to the theme: “Achieving influence in advertising and marketing”. ISSN: 0001-8295 Article type:Viewpoint Reference: 42AC096
Keywords: Advertising, Advertising effectiveness, Brand management, Consumer marketing, Interpersonal communications, Marketing communications, Marketing models, Marketing philosophy, Marketing theory, Sales campaigns, Strategic marketing
