Question One
Extended Parallel Process Model (EPPM) is a theory used to illustrate how people react to fear related stimuli. In deed, the experiences of Elmer Fudd explain how effective this model can be applied to promptly influence a person’s decision regarding the matter at hand. For it to accomplish its persuasive goal, it has to incorporate the elements of self efficacy, response efficacy, susceptibility and severity. Each of these is crucial in determining the magnitude of the threat and the perception and ability of an individual to perform the desired task.
If I were to use this model to encourage college students to participate in physical education, I will have to ensure that I effectively use it. College students are grown ups and need to be given a proper communication with detailed reasons on why they should consider participating in physical exercises. It is better for their life because it can help them to be healthier. The effective application of this model will entail a careful use of all its elements. None of them should be given preference since they have contributions to make to ensure that the message is effectively delivered before influencing the students to take the desired action.
First, I would apply the element of self efficacy. Its effective use will help me to influence the students to have a feeling of competence in performing the desired exercise. The students should not have a fear towards the performance of this task because it will make them develop a perception of incompetence. The performance of physical exercises requires a person to have some level of competence. If the students have an ability to accomplish the task well, they will be convincing to give it a trial. This will encourage them to take the exercise. The other important element to apply is response efficacy. Its effective use will help to create sense to the students. Hence, it will make them to have a feeling that the desired action will help in controlling the risk. Meaning, I will explain to them that the performance of a physical exercise can be useful in convincing them to believe that it can help them to lead a healthier life.
Moreover, the incorporation of element of susceptibility will enable me to persuade the students to comprehend how dangerous the risk may be to them. I will explore this element to convince them that the failure to perform this action can have serious adverse effects on their health. Finally, I will apply the element of severity to enable them understand the magnitude of the risk associated with their condition. My success in appealing to my students will greatly rely on how effective I incorporate the above elements.
Question Two
Elaboration Likelihood Model (ELM) refers to a process of persuasion which is used to explain how attitudes can be formed and changed. One of its major features is that it involves the use of elaborative continuum. This is crucial in determining the extent at which arguments are evaluated and processed. As an elaborative concept, it involves two broad routes: central and peripheral. The central route involves the use of cognitive knowledge. In other words, it requires the target audience to use his mind before making a final decision. In this case, for the message to be properly comprehended, it must be in a position of appealing to the audience. However, this can only be achieved if it is reliable, valid, well constructed and convincing. On the other hand, peripheral route does not necessarily require a person to engage his mental processes, but makes a prompt decision. Such decisions are influenced by external factors such as the credibility and attractiveness of the message. Besides, it should have a catchy slogan which is presented in a quality manner.
Actually, appeal is a very important component of sales promotion. It is instrumental in persuading the target audience and luring them to purchase the product on sale. If I were to be involved in advertising, I would effectively apply this model to ensure that I coax my target audience. However, the strategy employed will be influenced by the type of product being promoted. For a low involvement product such as bread, I will ensure that I adopt the most appropriate route. Since it is an essential commodity, it will be easier to carry out the task of informing the market about it. In this regard, I will have to use the central route since it will help me to influence my clients’ decisions by making a proper design and well organized presentation.
On the other hand, when promoting a high involvement product such as a car, I will have to use a different approach. These are luxurious commodities which are exclusively bought for prestige. Once the client has made a decision to acquire it, he has to do so. Therefore, I will have to design an appealing advert to help me in influencing their decision of considering me as the best alternative. The use of peripheral route will enable me to be more appealing to them. I can stand a better chance of coaxing my target audience if I am perceived to be credible and presentable in my sales promotion approach.
