Behaviour Change

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

Saturday, March 10, 2018

Kylie Jenner has it and that's good enough

Celebrity Endorsement
Using celebrities to advertise products appeals to the peripheral route of persuasion, which is part of the elaboration likelihood model (Petty and Cacioppo, 1984). This route is not concerned about the actual strength of an argument, but focuses on other cues such as, attractiveness and credibility of the source. Kylie Jenner is a well known celebrity, and her sporting a product is likely to influence a large amount of people.

Social Proof 
With the advert being on such a public, and interactive platform, there is a huge amount of social proof. There are over 4 million likes, and thousands of approving comments, when people are deciding what behaviour is acceptable, they'll often look at others behaviours to decide how they should act. Social proof is one of Robert Cialdini's (1984) 6 principles of persuasion.

Cacioppo, J. T., & Petty, R. E. (1984). The elaboration likelihood model of persuasion. ACR North American    Advances.

Cialdini, R. B. (1984). Influence: How and why people agree to things. Quill.

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