Seth M. Noar, Ph.D.

1
Esoteric Forms of Persuasion (Chapter 15)

• Seth M. Noar, Ph.D.
• Department of Communication
• University of Kentucky

2
Esoteric Persuasion

• Esoteric persuasion less obvious forms of
  persuasion
• These include
• Subliminal persuasion
• Music as persuasion
• Aroma and persuasion

3
Subliminal Messages

• Definitions
• Subliminal Message
• Supraliminal Messages
• Many people believe that subliminal messages
  work, despite evidence to the contrary
• Events now and then reinforce idea that
  subliminal messages are out there

4
Subliminal Message Types

• Embedded Images pictures or words shown very
  quickly
• For example
• Do embedded images work?

5
Subliminal Messages Types

• Subaudible Messages very faint audio messages
• For example
• Do subaudible Messages work?

6
Subliminal Message Types

• 3. Electronically altered signals backward
  messages, voice alteration
• For example
• Do electronically altered signals work?
• VERDICT

7
Music as Persuasion

• Can influence via the central or peripheral
  routes
• Song lyrics
• Tune of a song
• Music operates as a mnemonic device (jingles
  work well)
• Mere exposure - pairing song with product can
  increase liking for product

8
Muzak (Background Music)

• Background music can
• Enhance a stores atmosphere make it a pleasant
  place to shop
• Help regulate the pace of consumer shopping
  mellow music, more shopping
• Influence customers moods positive mood can
  result in more purchases (esp. with low
  involvement products)
• VERDICT

9
Aroma and Persuasion

• Aromas can be used in subtle ways to enhance
  persuasion
• Used by retail stores in a similar manner to
  background music though evidence not as strong
  (see previous slide)
• Various fragrances can be calming and can effect
  our mood, and some are used to create an effect
• Perfumes / colognes often worn to increase
  attractiveness
• However

10
Aroma and Persuasion

• Not a lot of studies on aroma have been done, and
  those that have been done can be criticized in a
  number of ways.
• VERDICT