DEGREE OF SUSCEPTIBILITY TO PERSUASION PRINCIPLES IN ADVERTISING: MEASURING THE PERSUASION PRINCIPLES AS PART OF ADVERTISING INFLUENCE

The present investigation has two aims: 1) to investigate the susceptibility of consumers to persuasion principles of Cialdidni and 2) to identify which of the principles achieves a high effect of advertising impact on different consumers. The instrument used was the adapted and modified STPS questionnaire developed by Kaptein el at., as well as the respondents' subjective judgments of the extent to which the advertisements affected based on the persuasion principles. The results of t-tests indicate that the principle of liking affects persuasion statistically significantly less than the application of all other principles for the whole sample, and through correlation analysis it is found that the principle of social proof is susceptible to the presence of influence from others three principles. Susceptibility to persuasion, achieved through the following principles: reciprocity, commitment and consistency, liking and unity, is statistically significantly higher in women due to its high sensitivity than in men, which confirms the results of other researchers.