The person will not be able to exercise careful and effortful analyzation of every message that they come upon. Information processed centrally will have more permanence and will be less susceptible to change while information processed peripherally will be more susceptible to later change.
There are six techniques to use when trying to persuade a potential consumer. They are Comparison, Liking, Authority, Reciprocity, Recency/Frequency, and Scarcity. These techniques work best when a consumer is not carefully, deeply, and systematically thinking. In other words the peripheral route is used.
1. Comparison.
"When others are doing it, you should do it too.".
If someone you know, especially if it's someone whom you admire such as an athlete or a celebrity, buys or uses a certain brand of product, according to the comparison rule, you too will choose that brand over others when your trying to decide which brand to buy. By purchasing the "right stuff", we (the consumer) enhance our own egos and rationalized away our inadequacies. .
2. Liking.
"When you like the source, do what is requested.".
When the person endorsing a brand is someone who we like, for example Kobe Bryant endorsing Sprite (the carbonated drink), we are more likely to buy that product. It also helps if the person is physically attractive. .
3. Authority.
"When the source is an authority, you can believe it.".
This is based on the idea that consumers will respect the opinions of someone who is assured to have a lot of knowledge about a product/brand. People feel better knowing that someone with authority has recommended what they are about to buy. How many times have we heard "2 out of 3 dentists recommend?" .
4. Reciprocity.
"When someone gives you something, you should give.
something back.".
Haven't we all received free samples of laundry detergent, shampoo, or pain relievers? This rule is very simple. First, the source gives the consumer something.
