November Harvest’s persuasion campaign relies heavily on the Liking tool.
Attractive people are more likely to obtain help when in need and are more persuasive in changing the opinions of an audience
Similarity: One way they get you to like them is by making you believe they are similar to you. For the case of November Harvest, the presenters were Fordham Students just like you with similar college experiences and backgrounds. Any small similarity can work in increasing liking. But something as subtle as mirroring behavior, posture, mood, and verbal style increases liking.
Compliments: “…we hear positive estimation from people who want something from us.” We usually like the person who compliments us, even when it’s not true.
Contact/familiarity: Familiarity is important in getting you to like a product. The more you see something or come in contact with something the more familiar you become with it and the more you like it. Billboards… November Harvest ad & t’s gets you more familiar with the product.
Cooperation: getting people to work together towards a common goal makes them believe we have their best interest at mind… We care about them.
Conditioning & Association: Positive Association “people become fonder of the people and things they experienced while eating”
Conditioning & Positive Association & Physical Attractiveness: Link a product to a celebrity or someone beautiful. We tend to associate good qualities with good looking people and what they endorse.
Associating positive feelings, emotions, trends or scenarios with a product makes people want to be associated to that product. (happiness, fun, pleasure, shock)
Associating a product to a negative feeling, emotion, trend or scenario makes people want nothing to do with the product.
First, pay careful attention to what the person selling the product is saying/claiming about the product. Don’t try to prevent the liking factors from working.
If so, before making the decision to purchase the product be sure to separate your feelings about the person selling or endorsing the product from the product.
Finally, ask Yourself:Do you really need the product? Can you afford it? How does the product compare with other similar products?