Influence Attempts in the Consumption Domain: Examining the Concept of a Persuade Package and the Sequencing of Influence Strategies used by Young Adults

This research examines the concept of a persuade package and the sequencing of communication strategies designed to exert influence in the consumption domain. Specific research questions examine the sequencing of influence strategies in consumption related influence attempts and the effect that sequencing has on the perceived likelihood of compliance. Both qualitative and quantitative research methods are used across two studies and results indicate that preferences exist for the specific types of influence strategies used by individuals and the order in which they are sequenced during consumption related influence attempts. Perceived likelihood of compliance is also affected to a certain extent based on how influence strategies are sequenced.