Towards a New Approach to Increasing the Persuasion of Product Marketing: An Experimental Study

Abstract

Modern marketing strategies that leverage technology to of-fer significant value for the client have replaced conventional selling techniques in recent years. A conversational agent or dialogue system presents an interactive computing product as a means of influencing people’s opinions. However, this expanding topic still had limits in the earlier study. To advance this field, the current experimental study incorporates new elements that are re-quired to enhance the ability to persuade and build a compelling case for product advertising. Research in the past has shown that emotional branding is essential to strengthen the customer’s engagement. Therefore, in this study, we created six contents, conducted an experiment with Japanese participants, and analyzed how to persuade them with emotional and cultural content using a sinking boat joke. A sinking boat joke is a joke about convincing people to jump into the water when a boat is ready to sink, which incorporates a cultural context. The experiment was conducted by recruiting Japanese students at a Japanese university. Contents were presented in a counterbalanced way. The goal is to ascertain which emotion works best for advertising, to investigate cultural differences, and to analyze the content effectiveness that successfully persuades the Japanese participants.