Shark Tank Season 6 Episode 14 Persuasion and Public Communication

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Activity 14: A Tale of Two Routes Instructions: In class we discussed one of the major theories of persuasion, the Elaboration Likelihood Model (ELM). For this activity, you will apply your knowledge of the two routes of processing proposed by the ELM (i.e., the central and peripheral routes) to identifying the extent to which components of a sales pitch on the popular show Shark Tank encourage each of these routes. Refer to class notes from Unit 13 (Persuasion and Public Communication) as well as the Booth-Butterfield (n.d.) and O’Keefe (2012) readings from Unit 13 to help you complete this activity. Choose any sales pitch from Shark Tank during which entrepreneurs ask the Sharks to invest in their product. You may choose any sales pitch that is available to you on Youtube. Then, respond to the following: (1) Identify 3 message factors from this clip that encouraged central route processing about investing in the product and describe why they are relevant to the message argument of investing in the product. (2) Identify 3 message factors from this clip that encouraged peripheral route processing about investing in the product and describe why each is a heuristic cue rather than a message that supports the message argument of investing in the product. (3) Are the Sharks more likely to process centrally or peripherally? Why? Make sure to discuss this in terms of your motivation and your ability to process the message. (4) When YOU watched this video, did you use central or peripheral route thinking? Why? Make sure to discuss this in terms of your motivation and your ability to process the message. This activity must be submitted to eCampus as either a text submission or an attached file no later than 11:59pm. ...
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Tutor Answer

henryprofessor
School: University of Maryland

Attached.

Persuasion and Public Communication – Outline
Thesis statement: Elaboration likelihood model is a dual process model of persuasion that
describes changes in attitudes
I. Message factors from this clip that encouraged central route processing about investing
in the product and describes why they are relevant to the message argument of
investing in the product.
A. First, they argue that there is no option in the market making delicious homemade
cookies. This message means that their company is coming to bridge essential
gaps in the market and that is critical for business success
B. Secondly, Leah and Teyea, say that their cookies are made out of organic
products and therefore serving the market niche of those who want to maintain
healthy living. This message is crucial because it indicts that the business is
targeting the growing market niche in contemporary society and therefore likely
to lead to business success
C. The third message that probably indicates the central route of persuasion is the
fact that the cookies that these two ladies make are in over 64 flavors. This kind
of massage makes the investors feel that they are probably covering a wide range
of consumers which likely will mean more sales and profit in return.
II. Message factors from this clip that en...

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