THE SCIENCE OF PERSUASION

Should the scenes and scenarios for home product ads take place in the home (where the product is used) or in the grocery store (where the product is purchased)? Why do we trust a brand more if a celebrity endorses it, or if it sponsors an event we’re interested in? Is the mere frequency of playing an ad effective in creating purchase intention, even if immediate brand recall is poor? These are all important questions for marketers to know the answers to, and they all share

There are a number of factors that have an effect on consumer purchasing choices and behaviours, such as motivation, perception, attitude and beliefs. However, a considerable amount of behaviour is determined by visual product cues. Specifically, colour is one of the most prevalent of such cues. The psychology of colour examines how various hues influence behavior, with this concept being widely adopted across marketing and advertising industries, in an attempt to induce emot