Análise das técnicas de persuasão e heurísticas na campanha de lançamento da marca Amanco no Brasil

Abstract

This paper aims to understand how the persuasion and heuristics techniques were used in the purchase decision processes in the launching campaign of the Amanco brand launch in the Brazilian market in 2006. For this, a qualitative approach of the data will be used, and for the proposed case study an exploratory bibliographic research will be done in order to better understand the concepts related to the subject and the comparative analysis of the authors' theories, investigating their application, which will help in reaching the proposed general objective. From the analysis, it was possible to conclude that in the three commercials analyzed, the persuasive messages had a fundamental and effective participation in the decision making process of the consumer. The results showed that there is a clear relationship between persuasion techniques, heuristics of consumer thinking and the decision making process (sic).