Chapter 7 - by MirO

The chapter supposedly presents a new theory, but it actually repeats much of the ELM and the Heuristics-Systematic Model (HSM). The appealing to emotions is the same approach that is expressed in the appeal to peripheral processing. The whole chapter is actually an elaboration on the topic and while it is quite comprehensive, some things are repeated or overlap within the chapter itself. Packard’s and Maslow’s models of needs are very similar and after that the second premise (emotion) lists pride, which overlaps to some extent with the esteem and ego gratification needs.

As a whole, the chapter is very appealing because it explains the approach of marketing companies. In today’s world people are offered too many products and services and it is not only inconvenient, but somewhat impossible to logically process all those advertisements and make a decision. The chapter reveals some of the techniques used to persuade people, or as the authors of the textbook state it – the hot buttons. I think it is essential that people are well-informed about the subject of psychographics, so that they can better defend to advertisements that target a weak spot of theirs. It is like with illusionists and magic tricks. People are entertained and awed by the trick, so their attention is easily attracted. However, when the audience is told how the trick is done, it is no longer that effective, and people might still enjoy the performance/entertainment, but the awe would disappear, so the audience is not influenced to such a great extent.

I like very much a quote that I think reflects my way of thinking - “Feelings are not supposed to be logical. Dangerous is the man who has rationalized his emotions.” I am a very rational individual and I am hardly influenced by advertisements that target the emotions. Yet, I have developed some brand loyalty and have certain images of some products/brands. That means that those marketing campaigns have had some success even with me. I am not saying that I fully control my emotions because I think it is very hard to achieve that. However, exactly one who gets close to such a state is a dangerous because that “hot button” is not there and it is much harder to persuade or manipulate this individual.