The Elaboration Likelihood Model (ELM) is a prominent theory in social psychology that explains how attitudes are formed and changed through persuasive communication.¹ Developed by Richard Petty and John Cacioppo in the 1980s, the ELM has become one of the most influential frameworks for understanding the processes underlying effective persuasion.² The model proposes two distinct…
Emotional triggers play a crucial role in creating persuasive and impactful advertising. Carefully crafted messages with the right emotional triggers can tap into consumers’ emotions, influencing their perception, decision-making process, and ultimately, their behavior¹. Types of Emotional Triggers An emotional trigger is an element within an ad that evokes an emotional response from the viewer….
Understanding your customers is crucial. But making business decisions solely on existing customers limits your growth potential. The importance of market research and competitive research cannot be overstated. They provide a broader perspective and deeper understanding of the business environment. Unfortunately, this is where Net Promoter Score (NPS) falls short. The Limitations of Metrics Like…
Ever wondered if changing a single word in your marketing copy could boost its persuasiveness? A new study suggests that it might. Communication, the unsung hero behind successful marketing campaigns, holds the key. Marketers communicate to consumers through ad campaigns, sales teams deliver compelling pitches to clients, and consumers are constantly sharing experiences with each…