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.

Wednesday, March 21, 2018

Karlie Kloss Says Good, It Must Be Good!

Wix is a website where you can create your own website for business or personal use.  The video below is an advertisement of Wix, showing Karlie Kloss personalising her own website using Wix and it has 3.97 million of views.

The power of celebrities
Karlie Kloss is a famous supermodel as well as entrepreneur,  and she is also a pro in coding. Celebrities are often role models (Raven et al., 1998), Karlie Kloss as a supermodel are very influential in the fashion circle. This video shows a great personal relevance to those young girls and fashion stylers who look up to Karlie Kloss and want to build their own blog, therefore is more persuasive to them. 

Having a personal fashion website seems a “must-have” for fashion insiders. Karlie Kloss’ identity of super-modal is like a fashion expert, which gives the WIX a higher credibility (Fogg, 2001). Also, her great coding skills earn more credibility for promoting tech-related products like WIX. The audience perceived the ad as more trustworthy with her coding background. 

The video simply illustrates how to create a personal website step by step, giving  the audience a feeling of easy to get on. Thus, people are more likely to use WIX (Fogg, 2001). 

Overall, this is a great ad with high credibility that motivates potential cutsomers who have fashion interests. 


Fogg, B. J., Marshall, J., Laraki, O., Osipovich, A., Varma, C., Fang, N., ... & Treinen, M. (2001, March). What makes Web sites credible?: a report on a large quantitative study. In Proceedings of the SIGCHI conference on Human factors in computing systems (pp. 61-68). ACM.

Raven, B.H., Schwarzwald, J. and Koslowsky, M. (1998), “Conceptualizing and measuring a power/interaction model of interpersonal influence”. Journal of Applied Social Psychology, 28, 307-32.

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