A marketing team is creating a public health campaign about the benefits of a new vaccine. Their target audience is a broad segment of the general public with widely varying levels of education. The team proposes two different television ad concepts. Based on principles of persuasion, which ad concept is more likely to be effective for the intended audience, and why?

Evaluating Persuasive Campaign Strategies

The intelligence level of the audience is a factor in persuasion. Individuals with lower intelligence are generally more susceptible to persuasion compared to those with higher intelligence.

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- Attention
- Intelligence
- Self-esteem
- Age

Types of Audience Characteristics of Persuasion

Spielman, R. M., Jenkins, W. J., & Lovett, M. D. (2020, April 22). Psychology (2nd ed.). OpenStax. https://openstax.org/books/psychology-2e/pages/1-introduction

OpenStax Psychology (2nd ed.) Textbook

For a persuasive message to be effective, it is essential that the audience is paying attention. Without the audience's focus, the message cannot be processed, and persuasion is unlikely to occur.

Audience Attention in Persuasion

Audience Intelligence in Persuasion

An audience member's level of self-esteem influences their persuadability. Individuals with moderate self-esteem are the most easily persuaded, while those with either very high or very low self-esteem are less susceptible to persuasive messages.

Audience Self-Esteem in Persuasion

Age is a significant factor in how easily an individual can be persuaded. Younger adults, specifically those between the ages of 18 and 25, are typically more persuadable than older adults.

Audience Age in Persuasion

A public health organization is creating a campaign to encourage the adoption of a new, somewhat complex dietary guideline. They are considering two distinct audiences to target with their initial persuasive messaging.

*   **Audience A:** A group of 19-year-old college students who report having moderate levels of self-esteem.
*   **Audience B:** A group of 50-year-old nutritionists who report having very high levels of self-esteem.

Analyze the characteristics of both audiences. Which group is likely to be *more* easily persuaded by the campaign, and what specific characteristics of that group support your conclusion?

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