Research report on Persuasion and the Elaboration Likelihood Model (ELM)
Based on a Singapore consumer organisation, Bee Cheng Hiang, the product, Bakkwa, conduct a literature review that crtically examines the concept of Persuasion and the ELM.
Write a Research Report, in no more than 1500 words, that critically evaluates Bee Cheng Hiang's persuasion strategies, by considering the following issues:
What is persuasion? What are the two types of persuasion in the ELM that can influence customers' behaviour? Develop a segmentation profile of the target market customers of Bee Cheng Hiang and fully explain which type of persuasion is the most important to that target market; why is it important?
Fully explain how Bee Cheng Hiang manages its marketing communications messages.
Which variables should Bee Cheng Hiang measure to determine the advantages and limitations of its persuasion strategies? How can these variables be measured.