Love Out Loud

Introduction

Persuasion project

- Enrolled at Phrakanhong area.

- Now have about 50 children- Aims to find compassionate of people who willing to support their effort of bringing children with life threatening illnesses their fondest wish

- Many supporter and Thai people are giving a hand to help those children to walk through the difficult ways bravely.

Profile

The goal of Wishing well foundation• To manage the activities that can fulfill the dream of children

• To support the activities in the last period of time

• To support the activities that can grow value for children

• To help the family who loses their children from the disease

• To support the experiment research and educate people about blood disease and cancer in children

Persuasion How our project involves persuasion (5

components)Symbolic processAttempt to influencePersuade themselvesTransmission of a messageFree choice

Project Design

Planning and Deciding• What kind of project?

– Petition V.S. Donation• Foundation

– List of many interesting foundations– Wishing Well Foundation (มูลนิธิ

สายธารแหง่ความหวงั)• Children with last stage of cancer• Help fulfill their dreams• Make their last wish comes true• Encourage kindhearted for

everyone

Planning and Deciding• Our goal:– Persuade people to donate to the

children– Foster caring and sharing

• Theme– Valentine’s day– February is the month of love!– Sharing love– You have your hopes and dreams, they

have theirs. Let’s make it happens.

Planning and Deciding• The project

– LOL: Love Out Loud– Sell yoghurt-strawberry smoothie– Pricing

• Normal = ฿20• Extra love (plus donation) = ฿30• Able to track number of glasses sold

with extra love price• Able to determine the effectiveness of

our persuasion message

Preparation• Allocate tasks

– Contact strawberry-yoghurt smoothie shop

– Get approval for location– Inform the foundation about the project

and the use of its name– Design the stand– Prepare the decorations

• Location– Friday flea market near Sa-La-Pra-Keaw– High traffic

Implementation1.Set Up- Location- Boot- Posters- Signs- Ingredients

2.Persuasion Techniques• Posters

- We use the posters as the main persuasion. - The one that states our campaign name ‘LOL=Love Out Loud’ attracts people’s interest. - The one that contains all pictures and information about our campaign acknowledges people of our main goal.

• Countdown Sign - It is made in order to let people know how many drink we already sold. The design and decoration are correlated with the main posters.

2.Persuasion Techniques

• The way we ‘SHOUT’ !!! (◕‿◕) - We frequently shout:“ Buy our drink to help donating for

children who are suffering the last stage cancer in The Wishing Well organization.”

“The cost for normal drink is 20 baht but if you want to help these children, pay only 10 baht more.”

“ Our target number of drink sell today is 400 glasses.”

2.Persuasion Techniques

DistinctionsPrice for donation- 30 baht / drink

Price for non-donation-20 baht / drink

ResultsDonation: This means we

SUCCESSFULLY persuade people to donate for children in The Wishing Well organization.

Non-donation: This means we CANNOT persuade people to donate their money for children in The Wishing Well organization.

Aristotle explores the three main ingredients of persuasion :

1. Ethos (The nature of the communicator)2. Pathos (emotional state of the audience)3. Logos (message arguments)

However, persuasion demands Ethics

=not to treat audience as means to the persuader’s end

Ethos (The nature of communic

ators)

Yale’s Attitude Change Approach

• Impacts on many factors on persuasion–Source–Message–Channel–Receiver variable

Ethos-Quality of persuader

The Hovland Paradigm

Communication

Message Learning

Attitude ChangeSource

Factors• Expertise• Trustworthi

ness• Likability

Yale’s Attitude Change Approach

Message FactorsAudience Factors

Three fundamental communicator characteristics

• Credibility• Authority• Social attractivenessWe believed that we have

possessed two characteristics out of three which are credibility and social attractiveness.

Credibility

– Expertise• We had studied thoroughly on both the

foundation and the strawberry yoghurt frappe supplier before starting our project

– Trustworthiness• We wore student uniform while selling to

ensure trust from customers that their money will surely arrive to the children.

– Goodwill• We displayed the pictures of Wishing

Well children the project detail board to clarify our objective that we are concerned about them

Knowledge Bias• Chula students may be perceived as

well-to-do and nonchalant• Selling drinks in a market

disconfirmed people’s expectation about us.

Social Attractiveness• Likability

–We always smile to make the customers like us.

• Similarity–Chula students of the same age,

wearing the same uniform• Physical attractiveness

–Peung, Kanya Leenutapong–Pukky, Narissara Chiraguna

Pathos (Emotional

state of the

audience)

Target audience Undergraduates, professors, and other member of staffs or seller who walk pass the area. Chula students would have positive attitude toward donation and would be easily persuaded.

Attitudes, Values, Beliefs

= The attitude is a learned, global, evaluation of an object, person, place, or issue that influence thought and action. Good attitude toward strawberry, fruit juice, or cold drinks Or positive attitude toward donation

= Values are guiding principle of life or conceptions of the desirable means and ends of action. If a person holds value that eating fruits will make his/her lives healthy, he/she is more likely to buy our product. A positive value toward helping people, should result in purchasing the product.

= Beliefs are cognitions about the world. Someone may have a belief that buying a cup of strawberry juice may help some kids.

Structure of AttitudesThe three structures of attitudes: cognitive, affective, and behavioral.

• Cognitive component deals with believing part.

• Affective component is about feeling part

• Behavioral component deals with doing part.

Affective Component

Strawberry referred to “love” and symbolized through project named “LOL: Love out loud” The campaigned launched during Valentine’s month Related the word love to charity; by buying the symbol of love, you will directly and indirectly send your care and your love to those kids of Wishing Well foundationThis period of the year people will be easily aroused by the love atmosphere. Arouse the feeling of giving

= “Elaboration Likelihood Model”, model of how people process communication in two distinct ways, central route and peripheral route. = The central route : individuals carefully evaluate message argument. Carefully evaluated the messages that explain the detail about the project on the sign that we put up= Peripheral route proposed that people examine the message quickly or focus Judged by communicator’s physical appeal, Kanya Leenutapong, Think of us, as reliable source as we were wearing proper Chula uniform Pretty signs, nicely decorated booth

Motivation Elaboration Likelihood Model

Motivation and ability. The distractions from hectic and hot whether, limit people’s ability to process centrally.Attitude and behavior: The key variables in attitude-behavior relationship are aspect of situation, characteristic of a person, quality of the attitude. Situational factors: norm is an individual’s belief about the appropriate behavior in a situation and roles are parts we perform in everyday life such as student, child, parent and friend.

• people donate according to their norms; didn’t want to violate social expectation in contributing to the less fortunate. Self-monitoring:

High self-monitors they choose to do the socially correct thing, to give donation. Low self-monitors contribute not because they thing it is a socially correct thing to do but wanted to donate from their heart or choose not to donate at all

Logos (Qualities

of Message)

Our persuasive messages were framed

based on three approaches:

• Accessibility Theory

• Cognitive Response Approach

• Elaboration Likelihood Model (ELM)

Accessibility Theory

• Developed by Russ Fazio attitudes will predict behavior if they can be activated from memory at the time of a decision if a person is in touch with his or her attitudes, he or she will act on them

How it is applied to LOL: Love Out Loud

Campaign• “Love Out Loud” concept

essence of the Month of Love • Trigger target audiences’

memory of Valentine’s Day blissful feeling of love and care

• Attitudes toward sharing and spreading out love highly probable that they will donate

Cognitive Response Approach

• an individual’s own mental reactions to a message play a critical role in the persuasion process (typically a more important role than the message itself)

Cognitive Response Approach

• Includes:– Proarguments thoughts

favorable to position advocated in message

– Counterarguments thoughts that criticize message

• If communicator is successful in inducing audience to generate favorable cognitive responses persuasion occurs

Cognitive Response Approach

• Also explains an off-beat persuasion effect called “distraction” distracting people from paying attention to message they might disagree facilitates persuasion by blocking the dominant cognitive response to a message not the distraction from the message, but the distraction from individual’s own arguments regarding the message

How it is applied to LOL: Love Out Loud

Campaign• Distraction Hypothesis:

– Signs asking for donations people don’t care / feel annoyed = less likely to contribute

– Strawberry yoghurt smoothies divert target’s attention from the act of solely making donations incentive / complementary benefit = makes people more willing to donate

Elaboration Likelihood Model

(ELM)• Dual-process model

– by Richard E. Petty & John T. Cacioppo

two different processes by which communications affect attitudes= suggests that people process message through one of two routes:- Central Route & Peripheral Route

Elaboration Likelihood Model

(ELM)• Central Route:

– Requires cognitive elaboration ability and willingness to think, analyze, and carefully evaluate message content

– Self-persuasion processed information will be related to individual’s values= if message evokes

supportive thoughts, individual will move towards the position

Elaboration Likelihood Model

(ELM)• Peripheral Route:

– Superficial processing individual is either unable or unwilling to do the cognitive work required to carefully review message content

– Rely on simple cues take factors surrounding message as basis for decision making• (ie. Communicator’s

physical appeals or pleasant surrounding atmosphere)

How it is applied to LOL: Love Out Loud

Campaign• Central Route

–To influence cognitive thinkers:= Back up campaign with signs indicating solid details about Wishing Well Foundation, its function, and the objectives we aim to reach

serve as strong and convincing supporting arguments to induce compliance

How it is applied to LOL: Love Out Loud

Campaign• Peripheral Route– Context of the communication plays a

crucial role:• CU uniform trustworthy & non-

deceptive appearance• Images of children with cancer set

off sympathetic feelings • Classical conditioning

juxtaposing “neutral product” (act of donating) to “image with positive feeling” (Month of Love) = spread the love by making donations

Conclusion

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