Question

Frank Luntz is more interested in how you feel about an issue than how you think about an issue. He believes that persuasion is more effective if you use language that works on feelings rather than cognition. From a societal perspective, do you think that marketers have a negative impact on society if they follow Frank Luntz's advice? Why or why not? Does your opinion change based on the product being marketed? In other words, is it fine for marketers to follow Frank Luntz's advice for breakfast cereal but not for financial services or ideas? T

Answer 1

**Please upvote if answer was helpful**

Marketers can have a positive or negative imapact depending on what products and services they endorse using Frank Luntz's advice. For instance, services like insurance can be sold to individuals based on persuasion and how it can benefit the whole family. This will induce feelings of concern which will result in the purchase of insurance. However, this form of persuasion can also be combined with distorted rates which may lead to ppurchase of the right product at the wrong price. Asymmetric information is exploited by many firms in this regard and it is astrategy that needs to be checked or else it can have adverse impact on the society.

Advicing on breakfast cereals isn;t expected to have huge ramifications as long as the product does not possess health deteriorating contents which are advertised wrongly. Thus a persuasive strategy here is accepted.

But in the world of finance, firms often rope in individuals who have never entered the market citing huge profit making opportunities. The feeling of missing out is induced in the individual which may lead him to take decisions which are emotional in nature rather than a logical one. This may lead to financial losses for the individual. Thus persusasive marketing is something that does not work at all levels. There is a level of responsibilty and awareness required on either side of the table.

** Please upvote if answer was helpful **