5: Esoteric Appeals
- Page ID
- 199304
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\(\newcommand{\avec}{\mathbf a}\) \(\newcommand{\bvec}{\mathbf b}\) \(\newcommand{\cvec}{\mathbf c}\) \(\newcommand{\dvec}{\mathbf d}\) \(\newcommand{\dtil}{\widetilde{\mathbf d}}\) \(\newcommand{\evec}{\mathbf e}\) \(\newcommand{\fvec}{\mathbf f}\) \(\newcommand{\nvec}{\mathbf n}\) \(\newcommand{\pvec}{\mathbf p}\) \(\newcommand{\qvec}{\mathbf q}\) \(\newcommand{\svec}{\mathbf s}\) \(\newcommand{\tvec}{\mathbf t}\) \(\newcommand{\uvec}{\mathbf u}\) \(\newcommand{\vvec}{\mathbf v}\) \(\newcommand{\wvec}{\mathbf w}\) \(\newcommand{\xvec}{\mathbf x}\) \(\newcommand{\yvec}{\mathbf y}\) \(\newcommand{\zvec}{\mathbf z}\) \(\newcommand{\rvec}{\mathbf r}\) \(\newcommand{\mvec}{\mathbf m}\) \(\newcommand{\zerovec}{\mathbf 0}\) \(\newcommand{\onevec}{\mathbf 1}\) \(\newcommand{\real}{\mathbb R}\) \(\newcommand{\twovec}[2]{\left[\begin{array}{r}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\ctwovec}[2]{\left[\begin{array}{c}#1 \\ #2 \end{array}\right]}\) \(\newcommand{\threevec}[3]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\cthreevec}[3]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \end{array}\right]}\) \(\newcommand{\fourvec}[4]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\cfourvec}[4]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \end{array}\right]}\) \(\newcommand{\fivevec}[5]{\left[\begin{array}{r}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\cfivevec}[5]{\left[\begin{array}{c}#1 \\ #2 \\ #3 \\ #4 \\ #5 \\ \end{array}\right]}\) \(\newcommand{\mattwo}[4]{\left[\begin{array}{rr}#1 \amp #2 \\ #3 \amp #4 \\ \end{array}\right]}\) \(\newcommand{\laspan}[1]{\text{Span}\{#1\}}\) \(\newcommand{\bcal}{\cal B}\) \(\newcommand{\ccal}{\cal C}\) \(\newcommand{\scal}{\cal S}\) \(\newcommand{\wcal}{\cal W}\) \(\newcommand{\ecal}{\cal E}\) \(\newcommand{\coords}[2]{\left\{#1\right\}_{#2}}\) \(\newcommand{\gray}[1]{\color{gray}{#1}}\) \(\newcommand{\lgray}[1]{\color{lightgray}{#1}}\) \(\newcommand{\rank}{\operatorname{rank}}\) \(\newcommand{\row}{\text{Row}}\) \(\newcommand{\col}{\text{Col}}\) \(\renewcommand{\row}{\text{Row}}\) \(\newcommand{\nul}{\text{Nul}}\) \(\newcommand{\var}{\text{Var}}\) \(\newcommand{\corr}{\text{corr}}\) \(\newcommand{\len}[1]{\left|#1\right|}\) \(\newcommand{\bbar}{\overline{\bvec}}\) \(\newcommand{\bhat}{\widehat{\bvec}}\) \(\newcommand{\bperp}{\bvec^\perp}\) \(\newcommand{\xhat}{\widehat{\xvec}}\) \(\newcommand{\vhat}{\widehat{\vvec}}\) \(\newcommand{\uhat}{\widehat{\uvec}}\) \(\newcommand{\what}{\widehat{\wvec}}\) \(\newcommand{\Sighat}{\widehat{\Sigma}}\) \(\newcommand{\lt}{<}\) \(\newcommand{\gt}{>}\) \(\newcommand{\amp}{&}\) \(\definecolor{fillinmathshade}{gray}{0.9}\)- 5.1: Introduction
- This page discusses esoteric persuasion, detailing how subtle influences like color, music, aroma, and typography evoke emotional responses and enhance experiences. Examples include using music to calm airline passengers and scents to attract customers. It connects these concepts to dual process theories, highlighting the difference between deep (central route) and associative (peripheral route) processing.
- 5.2: Color
- This page discusses the emotional and perceptual connections to colors, noting that while these links exist, they are largely subjective and influenced by personal and cultural contexts. It highlights that colors don't directly affect emotions but play a crucial role in consumer behavior and branding. Companies deliberately select colors to evoke particular feelings, impacting purchasing decisions and brand identity.
- 5.3: Music and Sonic Persuasion
- This page discusses the emotional and psychological effects of music, including its role in enhancing memory and influencing behavior. It highlights the release of dopamine, its impact on consumer behavior, and the concept of sonic persuasion through auditory elements. The summary also mentions Orson Welles' "War of the Worlds" as a key example of effective sonic persuasion, illustrating how sound can shape perceptions and emotional responses.
- 5.4: Olfactic Persuasion
- This page discusses how olfactory persuasion affects emotions, memory, and behavior. Scents can trigger vivid memories and emotional responses directly linked to the brain's emotional centers, influencing consumer behavior by enhancing loyalty and spending in retail environments. Pleasant odors can also improve visitor engagement in places like museums and nightclubs, highlighting the strong connection between smell, memory, and persuasion.
- 5.5: Typography
- This page discusses the importance of typography in communicating mood and emotion through written text. It highlights how different typefaces convey distinct feelings, such as cursive suggesting tradition and bold fonts indicating urgency. Serif fonts, like Times New Roman, convey professionalism for formal documents. The page emphasizes the need for consistency in font choice and layout to reduce clutter and improve readability, alongside effective use of white space.
- 5.6: Conclusion and Works Cited
- This page discusses how sensory elements like color, music, sound, smell, and typography enhance persuasive messages by engaging our senses and influencing perceptions and decisions. It highlights research on the psychological impact of these elements in contexts like shopping and design, exploring their roles in behavior and memory. The text references various studies and adaptations that emphasize the importance of sensory experiences in human interactions and experiences.