How persuasive models work together.

1. Purple Communications LTD
+
Michael Arias Molina (Guarriello)
Natalie Bogner
Christina Peach
Sash Rosenberg

2. +
Why are we here?
 To highlight the systemic problem of child obesity.
 To analyse public opinion regarding the topic.
 To reflect on aspects of PR and persuasion theory that can help
control the increase in child obesity.
 To provide suggestions and examples of tactics, which employ
persuasion theory.
 Analyse ethical issues and potential conflicts.
 Careful evaluation of theory and examples on execution.
Purple Communications LTD

3. +
Why are we needed?
 To bridge the communication disparity between
government and the public in regards to obesity.
 To close the communication gap among parents and
children.
 To help parents recognise and become more aware of
the issue.
 To address the lack of approach towards this emotional
behavioural linked problem.
 To evaluate the importance of PR in this issue.
Purple Communications LTD

4. +
What are we going to do?
 Analyse and assess how attitudes and beliefs can change long-
term behaviour.
 By using various PR persuasion models and theories, we
intend to provide examples of planned behaviour change.
Purple Communications LTD

5. +
What campaign messages can we
use persuasion techniques with?
 High numbers of diabetes linked to obesity.
 Heart disease as a result of obesity.
 Obesity raising the risk of premature cancer.
Purple Communications LTD

6. + Planned behaviour model…
Two scenarios
There are no
health risks
regarding
Unaware of
childhood obesity
childhood
obesity and the
Ambivalent risks
towards obesity
I have control There is no need
Childhood No change in
over my child‟s for change
obesity can behaviour
weight
increase the risk
of diabetes and
heart failure Unfavourable
I want my child to attitude towards
be healthy and childhood
live a long life obesity
Belief Attitude Intention Behaviour
Purple Communications LTD

7. + Planned behaviour model…
Two Scenarios
Childhood obesity
unhealthy causes
unhappiness A healthier life is
beneficial for my
child
I want my child to
be happy
I have control I am providing a
Childhood I will encourage healthy lifestyle
over my child‟s healthy living
obesity can for my child
weight
increase the risk
of diabetes and
heart failure Unfavourable
I want my child to attitude towards
be healthy and childhood
live a long life obesity
Belief Attitude Intention Behaviour
Purple Communications LTD

8. + Timeline…
Include a
Offer parents healthy eating
cooking classes programme in
Increase awareness and information schools to educate
of health problems on healthy children
related to obesity cooking
There are no I have control I am providing a
health risks Obesity can over my child‟s I will encourage healthy lifestyle
regarding increase the risk weight healthy living for my child
childhood obesity of diabetes and
heart failure Unfavourable
attitude towards
Ambivalent I want my child to childhood
Set up help
towards obesity be healthy and obesity
service for
live a long life
parents who want
Use emotional to change
connection to the
child to get
parents involved
Belief Attitude Intention Behaviour
Purple Communications LTD

9. + Using persuasion theories…
Cognitive processing takes 2 routes
Central Vs. Peripheral
Purple Communications LTD

10. + Outcome and attitude change…
Central Vs. Peripheral
Resist counter persuasion Little or no longevity
Greater temporary persistence Likely to follow suit if credible
Strong attitude/behaviour change Little attitude/behaviour
Can we use both routes to persuade?
Purple Communications LTD

11. +
The McGuire „Input/Output‟ Model
Input Source
The source needs to be
credible and attractive to
the audience. Could be
a professional
Receiver Message
The audience needs to be The information needs to be
analysed to understand designed to appeal to the
personalities and guess how audience
best to approach change
The Channel
Destination Audience The context in which the
The desired outcome after message is delivered
the message has been needs to be decided to
sent needs to be designed reach the desired
here audience
Purple Communications LTD

12. Output
+ •Tuning
in/exposure/receiving •Storing information
The
message
Audience •Remembering new
•Attention to the attitude when
channeled communication needed
•Liking the information •Decision to act
based on attitude
•Comprehending the change
information and learning
•Acting on the
• Generating related decision made
cognitions
•Behaviour after
•Acquiring knowledge and acting on decisions
skills from information
•Converting others
•Agreeing with the to attitude change
information and changing
attitude
Purple Communications LTD

13. +
Therefore….
This can be tailored for our campaigns and modified if the output are
undesired.
INPUT
•Source is „credible doctors and health workers‟
•Message is that obesity of children can be seen as neglect
•Channel is via school meetings and GP advice
•Receivers are the parents and children
•Destination is for the message to prevent increases in child obesity
OUTPUT
•Is the audience tuned in?
•Are the parents and children paying attention?
•Do they like it? IF THE
•Do they understand it?
•Are they generating related cognitions
OUTPUT IS
•Are they learning how? NOT WHAT IS
•Do they agree?
•Are they memorising? DESIRED. WE
•Can they retrieve information from memory? CAN CHANGE
•Have they decided to act on retrieved information?
•Are they acting on it? THE INPUT!
•What is the behaviour after acting on decisions?
•Are they converting others to the new behaviour? Purple Communications LTD

14. +
Interaction
Planned
Behaviour
Model
Elaboration
Input Output
Likelihood
Model
Model
Purple Communications LTD

15. +
Can these models work together to
form an effective persuasive
campaign?
 These models can be used in conjunction with each other to
design an effective campaign.
 The models will not only help the planning stages, but also help
to evaluate the design of the campaign. This allows
improvement and adaption if needed to other campaigns or to
retarget the same audience in current campaign.
 Models allow the sustainability of the campaigned designed.
 Persuasive theory has been used in many other industries and
therefore can be applied within healthcare.
Purple Communications LTD

16. Purple Communications LTD
+
Thank you

17. + Bibliography
 Cacioppo, J. T. et al., 1986. Central and Peripheral Routes to Persuasion:
An Individual Difference Perspective. Journal of Personality and Social
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Ocotber 2012]

18. +
 Meadors, H., 2012. Don‟t “Super Size Me”. Candor News. [blog] 28
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 Perloff, R., 2010. The dynamics of persuasion. 4th ed. New York: Routledge
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 Sher Fertility Clinics, 2012. My Journey to Family – Video Contest. [online]
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[Accessed 19 October 2012]
 Teamrich, 2008. 20 Obesity-Related Diseases. [online] Available at:
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[Accessed 17 October 2012]