My final project!!

1. Home-shopping
undeniable temptation
Persuasion and Attitude change
Psychology 20092101
Ku hyenam

2. contents
• Reason
• Video
• Theory
• conclusion

3. Why I chose this subject
• Many product introduce in TV channel. Some
example, We Watched home-shopping because that
broadcast was about what we wanted. Today, So
some product is sold out and others is disfavored
with people. I'll talk about which persuading situation
can increase the purchasing desire when we need
to buy some commodity. Then, what is the reason of
this distinction?

4. Video
• Let‟s compare the two videos and then
find the elements of persuasion.

5. Video

6. • Do you
find it????

7. The persuasion theories

8. Expert heuristic
• People that don‟t know field and don‟t experience
field decide whether to accept the contents or not
that according to whether speaker is expert or not.

9. Expert heuristic
• Can I ask you, if you choice who???

10. Vivid information effect
• Vivid information easy to remember and easy
to withdraw as the pass of time.
So, what do insist, to present by the form
of vivid statement is better influence than a
simple style for our cognitive processes.

11. Scarcity
• Psychological Reactance theory
• People becomes motivated when they think who
was treated or deprived their freedom. people
maintain they have a desire to the freedom that
is people wanting to get a limited product.

12. Psychology reactance theory
I found lovely I send three an
pants in last e-mail
years,
But company Increasing a
was called “we desire of
didn‟t have purchase
enough cloth
you want”
Resistance Product cames
to mind
The limited continuously,
opportunity I thought “I
really want this
it!! I wish I
wore pants.

13. Psychology reactance theory
• This is show
that scarcity
cause anxious.

14. conclusion
• Expert heuristic, scarcity, vivid information
effect is close central route than peripheral
route. Many people prefer to peripheral
route of cognitive when limited cue like
online.

15. Q&A
Thank you:)

16. Source.
• 뉴시스- TV홈쇼핑, „주문쇄도,매진임박표시‟못쓴다
http://media.daum.net/entertain/enews/view?cateid=1032&newsid=2
0070730161810536&p=newsis
• 최은영, 임지은, 황장선.(2011) 희소성 메시지의 광고효과: 한정판과
시간압박을 중심으로. 한국광고홍보학회. 3-10
• 한규석.(2009) 사회심리학의 이해. 학지사