The Effect of Cosmetic Products Packaging on Consumer Choice Introduction One of our goals, when we communicate, is to be understood. Another goal is to be believed. We try to affect our audience’s beliefs, desires and actions. Persuasion is the communicative act that carries out both these goals. An audience that has been persuaded has understood an utterance, and believed its message. Persuasive communication can be an effective way to change the minds and behaviors of those with whom you disagree. In this lesson, you'll learn about cognitive dissonance theory and the rational model of persuasion and how to apply them. Persuasion basically means trying to influence the way someone thinks or behaves. There are all kinds of different ways to persuade someone to do something. The ad is using an appeal to emotion. It's associating the soda with being happy, so it's trying to persuade you to buy the soda so you'll be happy like the people in the ad. The students at the debate club are doing something different. Instead of appealing to emotion, they're trying to persuade each other with logical arguments that use facts and evidence. Being persuasive isn't the same thing as being right. The implied claim in the soda ad is that drinking the soda will give you a lot of friends and make you happy. That's objectively not true. But that kind of advertising can be very persuasive, and a lot of people are influenced by it. In this lesson, you'll look at theories of persuasion and how they work. Social psychologists have documented how the power of the situation can influence our behaviors. Now we turn to how the power of the situation can influence our attitudes and beliefs. Attitude is our evaluation of a person, an idea, or an object. We have attitudes for many things ranging from products that we might pick up in the supermarket to people around the world to political policies. Typically, attitudes are favorable or unfavorable which is positive or negative. Our attitudes and beliefs are not only influenced by external forces, but also by internal influences that we control. Like our behavior, our attitudes and thoughts are not always changed by situational pressures, but they can be consciously changed by our own free will. In this section we discuss the conditions under which we would want to change our own attitudes and beliefs
Role of Packaging Cosmetic product on Consumer Buying Behavior Packaging now is regarded as an essential component of our modern lifestyle and the way business is organized. Packaging is the enclosing of a physical object, typically a product that will be offered for sale. It is the process of preparing items of equipment for transportation and storage and which embraces preservation, identification and packaging of products. Packaging is the act of containing, protecting and presenting the contents through the long chain of production, handling and transportation to their destinations in as good a state, as they were, at the time
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