BLOG POST #5
The economic principle I’m exploring is “People generally respond to incentives in predictable ways”
My research question to help me study the economic principle is “How do the different routes affect buying behavior?”
The article published in A List Apart Persuasion: Applying the Elaboration Likelihood Model to Design titled” demonstrates this economic principle because it shows that most consumers are less motivated to actually read into an ad and will just look and one particular symbol like a star rating before purchasing. The article gives an example of when someone is buying a TV on Amazon. They will first see the big color picture of the TV and instead of looking at reviews they will just look at the bright yellow star rating and the bold letters of free shipping draw the consumer in to buying the product. So then the consumer is influenced to buy this product based on the peripheral factors. The article then talks about that with Central route that it influences the consumers attitude about the product and the buyer will less likely have counter arguments against buying the product. The article also talks about it depends on the consumer if whether or not the peripheral or central route will persuade them. Like most people will look at the price first and then if the person has more interest in the product they will pay attention to the message and design. Like how on Amazon they have reviews from customers that a consumer can read. Which can either persuade them to buy it or not. Overall, someone can in the end be influenced by both peripheral and central persuasion, like most people process information using both routes. Like someone will process the information about the description of the product using the central route then use the bright-yellow star rating peripheral route to see if the product if right for them. So n the end someone can be persuaded by both to get the same outcome.
In my next blog post I will research: What role does the central and peripheral route have in giving people an incentive to purchase things?
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