Chapter 15: Esoteric Forms of Persuasion
Chapter Summary
This chapter examines unusual forms of persuasion, some of which have been popularized but have little scientific merit. The chapter also discusses several intriguing topics that are often overlooked in the persuasion literature. First, we examine the role of color in persuasion. Colors are not only associated with sports teams, politics, professions, personality types, and gender stereotypes, they contribute to a brand’s visual identity. Colors are associated with emotions and moods and can be used to promote stimulating or relaxing environments. Second, despite widespread belief in subliminal persuasion, there is scant evidence that marketers use subliminal messages or that they have any effect on consumers. In contrast, a phenomenon known as subliminal priming has been well documented in laboratory settings. Priming effects are fleeting, however, and have little or no commercial value. Third, neurolinguistic programming (NLP), another popular technique, has not been proven effective in controlled studies. Methodological weaknesses have plagued research in this field. Fourth, music functions as both a central and peripheral cue in persuasion. Music is common in advertising and can create brand associations and facilitate brand recall. Music can be controversial as well. It can address social problems and serve as an instrument for social change. Finally, aromas and fragrances are also used as a form of influence. Scents can evoke memories and associations. Ambient aromas can affect moods. The perfume industry is predicated on the assumption that fragrances are alluring.
Quiz
Essay Questions
- What is the difference between “subliminal priming” and “subliminal persuasion”?
- Identify a specific methodological weakness found in many investigations of subliminal persuasion.
- Identify three distinct ways in which advertisers use music to persuade.