Marketing and seduction: building exchange relationships by managing social consensus

Article Abstract:

We distinguish seduction from persuasion and other ways to draw consumers into exchange relationships. A legal case involving the prosecution of a mail fraud known as Chonda-Za is used to illustrate seduction, and the concept is defined in terms of social constructionist theory. We identify five stages in the unfolding of a seduction and draw parallels and contrasts to the formation of a normal exchange relationship. We explore the enrollment stage in more detail and model it as a matter of inducing consumers to accept progressively more involving role agreements. The distinction between legitimate and illegitimate seduction is also examined. (Reprinted by permission of the publisher.)

Persuasion (Psychology), Mail fraud, Seduction

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Using drama to persuade

Article Abstract:

Television ads can be classified as either arguments or dramas or hybrids of these forms. We claim that form dimension influences how ads are processed. An argument backs its claims with appeals to objectivity and is processed evaluatively. A drama appeals more to subjective criteria and is processed emphatically. A study is reported in which 40 television commercials were classified on a dramatization scale. They were shown to 1,215 people, and measures of evaluative and emphatic processing were taken. The measures were found to be weighted differently for arguments and dramas, supporting the contention that form influences processing. (Reprinted by permission of the publisher.)

Usage, Television advertising, Drama, Plays

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The consumption of performance

Article Abstract:

This article develops a vocabulary to describe the management of performance and the nature of consumer judgments of staged performance quality. It distinguishes three kinds of performance - contractual, enacted, and dramatistic. While all marketing actions are by nature dramatistic, this article explores how marketing can obscure the traces of dramatism by reframing the performance as contractual or enacted. Alternatively, marketing may seek to emphasize a performance's dramatistic character, selecting among skill, show, thrill, or festive frames. I apply this framework to examine the issue of the quality of performances. (Reprinted by permission of the publisher.)

Models, Marketing, Products, Marketing management

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