A term or concept · 2015 · Marketing
Parasocial persuasion
Using a one-sided bond to move somebody: the celebrity endorsement, the fan club vote, the ad that works because the viewer already feels known. And the finding that ads featuring attractive models can actively reduce purchase intention in people who feel excluded.
The double-edged result is the interesting part. The same mechanism that makes somebody buy the product can make them not buy it, purely as a function of whether they felt the ad was addressed to them. Persuasion runs through recognition, not through liking.
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