Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Thursday, March 3, 2016

Why EVERYONE is drinking Green Tea




This advert uses both the peripheral and direct routes of advertising of the Elaboration Likelihood Model (Petty and Cacioppo, 1986). 
Firstly, the peripheral route to advertising is demonstrated by the use of a celebrity as the Gwyneth Paltrow could be seen as high in status and popular, therefore likely to be a good messenger for peripheral persuasion. This does not create deep processing of the message but makes Green Tea seem desirable and trendy. 
Secondly, the central route is used in order to get the audience to process the message about Green Tea more carefully. There is a lot of information included about the health benefits of Green Tea which provide a strong argument. The information is also referenced from scientific journals which adds to the credibility of the information. This creates deeper processing of the message meaning that changes in opinion and behaviour are more likely to be long lasting and resist other influences.
Thirdly, social proof has been included to encourage the individual to drink Green Tea. The use of the terms 'everyone' and 'join the health revolution' are included so that the reader believes that can choose to be part of the in-group by drinking Green Tea and avoid the 'unhealthy' out-group.The combination with the central route processing information also implies that everyone is drinking it because of its proven benefits. MacCoun (2012) argues that social proof can be used as a 'tipping point' when people are not entirely persuaded by a message or if they have conflicting beliefs. Therefore using social proof in this case is likely to increase the overall persuasiveness of the advert. 
Overall the use of different methods appeal to different individuals and audiences, with the peripheral aspects appealing to people who don't take the time to properly read all of the information and the central processing aspects for people who care more deeply about the issue and perhaps their health. 

References:
Petty, R., E., Cacioppo, J., T. (1986). The Elaboration Likelihood Model of Persuasion. (pp-1-24) Springer, New York.
MacCoun, R., J. (2012) The burden of social proof: Shared Thresholds and social influence. Psychological Review119(2), 345.

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