logos: a logical choice
Although understanding Logos and its appropriate setting
is important, Logos should not be used as a catch-all,
marketing approach. Let’s remember Petty and Cacioppo’s ELM to further
describe how it works.
Our earlier discussion described the “central route” and the “peripheral route”
in a setting that made the two routes appear antonymous. However, Petty and
Cacioppo recognized that the routes could also be used in parallel, or at the
same time. Their research, does however, indicate that individuals tend to
favor one route over the other. Such favoritism hinges on two basic factors;
the individual’s motivation to engage in central processing, and the individual’s
ability to engage in central processing.
Because central processing generally requires more effort than peripheral
processing, people with a high involvement in a topic or issue is more likely
to engage in central processing, and are ultimately persuaded by logical
rationale. This concept may serve as a conduit between Logos and Pathos,
whereby individuals emotionally connected to a topic or issue, may have a
higher involvement with that topic or issue, and thus be engaged in central
processing.
An individual’s ability to engage in central processing may be affected by
cognitive ability (or lack thereof), or by distractions, such as upset children,
bored husbands, or confusing signage in your store. Since distractions are very
real, it is important to consider consumer behavior when determining how to
engage your customers in central processing.
Petty and Cacioppo help us gain insight into the world of persuasion through
their Elaboration Likelihood Model. This model helps us understand the
importance of logical appeals in persuasion and how it can help us sell more
products. As we better understand motivational appeals, such as Pathos and
Logos, the connection with customers will increase, and so will sales.
Derrick Dutson is a freelance writer and has 12 years
experience in the travel and tourism industry. He is an MBA
student at Regis University and has a BA in Communications
with emphases in Advertising and Public Relations, and a BA
in Spanish, both from Southern Utah University. He currently
manages the children’s ski and snowboard school at Brian
Head Resort and performs general business consulting
services for small business in Southern Utah. You can
contact Derrick by email at
derrickdutson99@yahoo.com.
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