Consumers’ Need for Uniqueness and the Influence of Persuasive Strategies in E-commerce

2018 ◽  
pp. 279-284 ◽  
Author(s):  
Ifeoma Adaji ◽  
Kiemute Oyibo ◽  
Julita Vassileva
Keyword(s):  
Need For Uniqueness ◽  
Persuasive Strategies

Values and intergroup perceptions of East Germans and West Germans in 1998 1This research was supported by a grant from the German Research Society (We 1106/3-1).

1999 ◽  
Vol 58 (4) ◽  
pp. 263-272
Author(s):  
Jörg Doll ◽  
Michael Dick
Keyword(s):  
Research Society ◽  
Frame Of Reference ◽  
Control Group ◽  
Perceived Similarity ◽  
The West ◽  
Need For Uniqueness ◽  
German Research ◽  
East German ◽  
Experimental Group ◽  
East West

The studies reported here focus on similarities and dissimilarities between the terminal value hierarchies ( Rokeach, 1973 ) ascribed to different groups ( Schwartz & Struch, 1990 ). In Study 1, n = 65 East Germans and n = 110 West Germans mutually assess the respective ingroup and outgroup. In this intra-German comparison the West Germans, with a mean intraindividual correlation of rho = 0.609, perceive a significantly greater East-West similarity between the group-related value hierarchies than the East Germans, with a mean rho = 0.400. Study 2 gives East German subjects either a Swiss (n = 58) or Polish (n = 59) frame of reference in the comparison between the categories German and East German. Whereas the Swiss frame of reference should arouse a need for uniqueness, the Polish frame of reference should arouse a need for similarity. In accordance with expectations, the Swiss frame of reference significantly reduces the correlative similarity between German and East German from a mean rho = 0.703 in a control group (n = 59) to a mean rho = 0.518 in the experimental group. Contrary to expectations, the Polish frame of reference does not lead to an increase in perceived similarity (mean rho = 0.712).

Socrate nel Gorgia platonico: Ulisse nella teatrocrazia ateniese. Le armi della persuasione nel dialogo Gorgia di Platone

2020 ◽  
Vol 20 (2) ◽  
pp. 22
Author(s):  
Barbara Botter
Keyword(s):  
The Other ◽  
Literary Style ◽  
Discursive Strategies ◽  
Persuasive Strategies ◽  
Argumentative Strategies

L’obbiettivo del presente articolo è di circoscrivere ed approfondire lo studio di alcune strategie persuasive messe in atto da Socrate nel Gorgia platonico. Analizzando dapprima lo stile letterario, quindi gli scambi di battute fra gli interlocutori, ci proponiamo di evidenziare le ragioni della scelta platonica per lo stile drammatico, le strategie argomentative messe in atto dai protagonisti e le finalità in vista delle quali Platone crea un Socrate a due volti, un Socrate filosofo e un Socrate erista. In vista di ciò divideremo il testo in due sezioni principali: dapprima forniremo la cornice letteraria nella quale si inserisce il dialogo Gorgia; quindi esamineremo le strategie discorsive usate dagli interlocutori per difendere le rispettive tesi e giustificheremo la ragioni per cui la cura del discorso è importante per garantire un regime politico corretto. The aim of this article is to investigate the persuasive strategies produced by Socrates in the Plato’s Gorgias. First we’ll analyse the literary style, then the dialectical practices between Socrates and the other people, specifically Polo and Calicles. Our aim is to highlight the reasons why Plato choices a dramatic style in Gorgias; the argumentative strategies put in place by the protagonist and the other dialogue’s figures; and the Plato’s aims to create a Socrates with two faces: a Socrates philosopher and an eristic Socrates. With these aspects in mind, this paper has two main objectives. First we will consider the literary framework in which the dialogue Gorgias is put; then we’ll look at the discursive strategies used by the interlocutors to defend their arguments and justify why the care of speech is important to safeguard an appropriate politics.

PERSUASIVE STRATEGIES USED IN BURGER KING’S INSTAGRAM POSTS CAPTION

2020 ◽  
Vol 8 (1) ◽  
pp. 96-104
Author(s):  
Yeremia Yori Rudito ◽  
Anita
Keyword(s):  
Fast Food ◽  
Research Method ◽  
Qualitative Method ◽  
Fast Food Restaurant ◽  
Rhetorical Question ◽  
Persuasive Strategies ◽  
Inclusive Language ◽  
Colloquial Language ◽  
The World ◽  
The One

Burger King is the one of the most successful fast food restaurant in the world. According to Wikipedia, there are 17,796 locations of Burger King all over the world in 2018. Burger King also has its Instagram account. Now this account has been followed by 1,6 million people and has posted 938 posts. That statistic shows that Burger King is active in social media especially in Instagram platform. The writer see the indication of the using of Persuasive Strategies because in promoting their product. In this research the writer wants to know the persuasive strategies that applied in Burger King’s Instagram post caption and the most used strategy. This research applied Qualitative Method as research method. This research has two findings, first, there are 13 strategies that appear in Burger King’s Instagram post caption they are, Anecdote, Assonance, Cliché, Connotation, Evidence, Everyday/Colloquial Language, Hyperbole, Imagery, Inclusive Language, Pun, Repetition, Rhetorical Question, and Simile. Second, the most used strategy is Everyday/Colloquial Language.

scholarly journals Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers

2021 ◽  
Vol 13 (15) ◽  
pp. 8360
Author(s):  
Lindsay McCoy ◽  
Yuan-Ting Wang ◽  
Ting Chi
Keyword(s):  
Explanatory Power ◽  
Intention To Use ◽  
Fashion Leadership ◽  
Mediating Role ◽  
Need For Uniqueness ◽  
Proposed Model ◽  
The Us ◽  
Multiple Regression Method ◽  
Perceived Consumer Effectiveness ◽  
Sustainability Movement

Apparel rental, also known as collaborative apparel consumption, has created an innovative and popular business model, providing consumers with the ability to focus on using their products instead of ownership. Recent surveys show that sustainability is driving demand and customer loyalty in the US. Among all generations, Gen Z consumers lead the way. To better understand the emerging popularity of apparel rental services among Gen Z consumers who are becoming a major driving force for retail growth and the sustainability movement, this study aimed to identify the factors significantly influencing Gen Z consumers’ intention to use apparel rental services; 362 eligible responses were gathered via a questionnaire survey. The psychometric properties of the proposed model were examined, and the multiple regression method was applied to test the hypotheses. Attitude, subject norms, perceived consumer effectiveness, past environmental behavior, and fashion leadership significantly affected Gen Z consumers’ intentions to use apparel rental services. Attitude plays a mediating role between Gen Z consumers’ environmental knowledge, fashion leadership, need for uniqueness, and their intention to use apparel rental services. The proposed research model exhibited good explanatory power, accounting for 58.6% of the variance in Gen Z consumers’ use intention toward apparel rental services.

scholarly journals Exposure of Children to Unhealthy Food and Beverage Advertisements in South Africa

2021 ◽  
Vol 18 (8) ◽  
pp. 3856
Author(s):  
Daniel A. Yamoah ◽  
Jeroen De Man ◽  
Sunday O. Onagbiye ◽  
Zandile J. Mchiza
Keyword(s):  
South African ◽  
Healthy Food ◽  
Food Advertising ◽  
Regulation System ◽  
Unhealthy Food ◽  
The South ◽  
Food And Beverages ◽  
Persuasive Strategies ◽  
Food And Beverage ◽  
Marketing To Children

Television (TV) is a powerful medium for marketing food and beverages. Food and beverage marketers tend to use this medium to target children with the hope that children will in turn influence their families’ food choices. No study has assessed the compliance of TV marketers with the South African Marketing to Children pledge since the enactment of the 2014 food advertising recommendations by the South African Department of Health and the Advertising Standards Authority. This study investigated the extent and nature of advertising of unhealthy versus healthy food and beverages to children in South African TV broadcasting channels. The date, time, type, frequency and target audience of food advertisements (ads) on four free-to-air South African TV channels were recorded and captured using a structured assessment guide. The presence of persuasive marketing techniques was also assessed. Unhealthy food and beverage advertising was recorded at a significantly higher rate compared with healthy food and beverages during the time frame when children were likely to be watching TV. Brand benefit claims, health claims and power strategies (e.g., advertising using cartoon characters and celebrated individuals) were used as persuasive strategies. These persuasive strategies were used more in unhealthy versus healthy food ads. The findings are in breach of the South African Marketing to Children pledge and suggest a failure of the industry self-regulation system. We recommend the introduction of monitored and enforced statutory regulations to ensure healthy TV food advertising space.

Strategies for influencing parental decisions on food purchasing

2004 ◽  
Vol 21 (2) ◽  
pp. 134-143 ◽  
Author(s):  
Marie Marquis
Keyword(s):  
Eating Behaviors ◽  
Ecological Model ◽  
Future Research ◽  
Consumer Socialization ◽  
Food Purchasing ◽  
Persuasive Strategies ◽  
Social Motivations ◽  
Parental Decisions ◽  
Four Levels ◽  
The Individual

In 2002, Story et al. proposed an ecological model for understanding the individual and environmental factors that influence young consumers’ eating behaviors. The theoretical framework suggests that eating behavior is a function of four levels of influence: individual, interpersonal, environmental and societal. The objective of the study is to explore how these levels of influence may explain strategies used by ten‐year‐old children to influence parental decisions on food purchasing. A self‐administered questionnaire was filled out by children. Gender differences were observed in terms of eating environment, social motivations to select foods and use of specific persuasive strategies. The results obtained contribute to our knowledge on interpersonal influences on children’s consumer behavior and on individual differences in consumer socialization. Practical implications are presented and recommendations for future research are made.

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