Adapted from AdPrin.com

Changing someone’s mind

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Rational versus emotional method

Adapted from AdPrin.com 2

When someone has an opposing viewpoint, for example, a smoker, how do you try to change their mind? Tell stories or give them facts?

Click this slide for the evidence-based findings.

Use stories. They . . .1. Convey powerful emotional images, which aids recall.

2. Lead people to process the information about the example, rather than the argument.

3. Do not directly attack the target market’s beliefs; this disrupts counter-arguing.

When the target market has an opposing viewpoint, consider using a story. (5.3.1)

Changing someone’s mind

Subway story

Jared Fogle’s incredible story of losing 245 pounds on Subway sandwiches, diet, and exercise, was featured in Subway advertisements.

It was powerful and easy to remember, people thought about the example, and

it was a true story, so it avoided counter-arguing.

It led to a successful campaign.

3

Evidence

In a lab experiment, subjects received messages about the perils of drinking alcohol that challenged their beliefs. Those who heard stories changed their opinions while those who heard statistical evidence did not (Slater and Rouner 1996 in Persuasive Advertising p 113).

Adapted from AdPrin.com

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.

• For example, identify your target market’s viewpoint and then use the appropriate method of persuasion.