Home   Internet Marketing                           Ward Hanson   Stanford GSB

Online Persuasion and Branding 

Learning Objectives

Applying the VVA perspective

Persuasive content

Branding as persuasion

Branding capabilities of online content

 

Used Vehicles Prices

Case:  Edmunds


 
Readings & Tasks
Fogg, Ch. 2 & 7
Aaker & Joachimsthaler
 
 Edmunds.com case

Example Sites:

Persuasion:

Branding:

 

Newsstand & Airwaves
_/04-21-03\____

Dirty tricks online in a Russian campaign(!): The global use of online manuevers.  Moscow Times.
_/ 03-25-03\__
NOGGIN reinvents itself:  preschool on TV. Newswire  

 

 

 

 

  B.J. Fogg's analysis of online persuasion is useful for evaluating both commercial and nonprofit use of online material for branding and persuasion.  He and his group stress reduction, tunneling, tailoring, suggestion, self-monitoring, surveillance, and conditioning as the seven types of persuasion technology tools.    

Take a look at the Dept. of Homeland security site (http://www.ready.gov) and analyze which of these tools are being used to convince Americans to change their attitudes and behavior.  Are they effective?  Any recommendations?

 

 Case Prep Questions

  • How would you evaluate the different Edmunds product line initiatives such as Edmunds2Go and Edmunds Live using the virtual value activities?
  • How can Edmunds turn information into money?
  • What goals should Edmunds have for their True Market Pricing?
  • What is the balance between information value and persuasive value of the Edmunds' service?