En Andra Chans att Övertyga: Tillämpning av Cialdini’s övertalningsprinciper i marknadsföringen av second-hand tjänster.

Sammanfattning: The study investigated the effectiveness of advertising messages for second-hand companies, according to Cialdini's principles of persuasion. In the pre-study advertisements from the four largest Swedish second-hand companies were analyzed, showing that social proof and reciprocity were the most frequently used principles. In the study, 82 participants (79% women) rated four advertising messages from a fictitious second-hand company. The base message contained the principles of social proof and reciprocity, and the remaining messages added 1) scarcity, 2) authority, and 3) authority and scarcity. Each message was assessed on questions designed according to 3 constructs derived from Theory of Planned Behavior: attitude, behavioral intention and social norms. Results showed that the principles of social proof and reciprocity were perceived as the most persuasive and participants were most likely to click on ads containing these messages. The results also indicated that the authority principle can be an effective tool in the marketing of second-hand services, but only if the target group maintains a positive attitude towards the chosen authority.