Heuristics and Biases on Campaign Design

Heuristics or Biases
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Heuristics or Biases
Heuristics or biases can be used to persuade the target audience in a campaign. In particular, designing a campaign against distracted driving targeting young people aged between 18 and 28 years requires an individual to use heuristics well. Besides, the primary objective of the campaign is to convince the target audience that distracted driving is the primary cause of many road crashes. In that light, the ethos, logos, and pathos used should relate to the behavior of the target audience.
The recommended campaign design feature is the use of judgmental heuristics. Based on the heuristic systematic model (HSM), systematic and heuristic processing determines how the information is perceived by the target audience (Gass & Seiter, 2011). Judgmental heuristics entail the use of mental shortcuts that individuals use every day (Cialdini, 2021). Specifically, the target audience should be persuaded that avoiding distracted driving prolongs their lives. In other words, distracted driving should be made to appear as the primary cause of accidents am...