Once a consumer has decided to buy within a particular product class, then the decision as to which specific item or brand to purchase must be made. For this to happen, the brand needs to be in the person¡¯s consideration set. A brand gets into person¡¯s consideration set by factors that occur before the persons enters a store, as well as influencing factors within the store.

Persuasion is the changing of attitudes by presenting information about another attitude. This information is processed one of two ways: centrally or peripherally. The two routes in persuasion, central and pe

¡°When you like the source, do what is requested.¡±

Tesser, A. (1995), Advanced Social Psychology, McGraw-Hill, Inc.

Some topics in this essay:
Persuasion Advertising, Kobe Bryant, Coca Cola, Banana Republic, Recency/Frequency Scarcity, Social Psychology, Influence Science, decide brand, social psychology, information processed, Horowitz Bordens, Bettman James, Addison-Wesley Cialdini, ¡°one day sale¡±, decide brand buy, detergent buy, potential consumer, ¡°one day, central peripheral, information processed centrally, person¡¯s consideration, brand person¡¯s consideration, susceptible change, trying decide brand, day sale¡±,