Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Concept Videos

Conformity01:20

Conformity

45.2K
Conformity is the change in a person’s behavior to go along with the group, even if that person does not agree with the group.
45.2K
Groupthink01:34

Groupthink

44.4K
When in group settings, we are often influenced by the thoughts, feelings, and behaviors around us. Groupthink is another phenomenon of conformity where modification of the opinions of members in a group aligns with what they believe is the group consensus (Janis, 1972). In such situations, the group often takes action that individuals would not perform outside the group setting because groups make more extreme decisions than individuals do. Moreover, groupthink can hinder opposing trains of...
44.4K
Obedience01:08

Obedience

32.9K
According to obedience research, we may harm others under the forceful pressures of an authority figure (Milgram, 1974). How about if the inappropriate orders were delivered with less force? The increasing interdependence between nurses and physicians compelled Hofling and his colleagues to explore nurses’ reactions to a potentially harmful medical request made by the perceived authority figure, the doctor (Hofling, Brotzman, Dalrymple, Graves, & Pierce, 1966). In this situation,...
32.9K
Naturalistic Observations02:30

Naturalistic Observations

15.4K
If you want to understand how behavior occurs, one of the best ways to gain information is to simply observe the behavior in its natural context. However, people might change their behavior in unexpected ways if they know they are being observed. How do researchers obtain accurate information when people tend to hide their natural behavior? As an example, imagine that your professor asks everyone in your class to raise their hand if they always wash their hands after using the restroom. Chances...
15.4K
Routes of Persuasion02:20

Routes of Persuasion

64.1K
Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
64.1K
Influence of Parents and Peers on Identity01:23

Influence of Parents and Peers on Identity

56
Adolescence is a pivotal period of identity formation, during which individuals begin to answer questions central to their sense of self, such as "Who am I?" and "Who do I hope to become?" Both parents and peers play critical roles in guiding adolescents through this complex developmental phase.
Parental Influence on Identity Development
Parents serve as primary guides and managers in an adolescent's life, offering support instrumental in decision-making and personal growth....
56

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Tailoring the CFIR to Medication Adherence Interventions: A Delphi and Living Lab Study.

Pharmacy (Basel, Switzerland)·2026
Same author

Evaluating the (comparative) safety profile of the novel oral polio vaccine type 2 using individual case safety reports in VigiBase.

British journal of clinical pharmacology·2026
Same author

Text mining methods for automated data extraction from health technology assessment reports of medicines using classical natural language processing and generative artificial intelligence.

JAMIA open·2026
Same author

Barriers and facilitators for the implementation of medication safety recommendations: focus groups with stakeholders.

International journal of clinical pharmacy·2026
Same author

Exploring collaboration preferences of health care professionals and patients regarding treatment decision making in severe asthma: a qualitative study in The Netherlands.

BMJ open·2026
Same author

Access to child-appropriate medicines in community pharmacies in Albania: a cross-sectional survey using SDG indicator 3.b.3.

BMJ open·2026

Related Experiment Video

Updated: Jul 6, 2025

Irrelevant Stimuli and Action Control: Analyzing the Influence of Ignored Stimuli via the Distractor-Response Binding Paradigm
12:12

Irrelevant Stimuli and Action Control: Analyzing the Influence of Ignored Stimuli via the Distractor-Response Binding Paradigm

Published on: May 14, 2014

10.6K

[What can you do to … not be influenced?]

Marloes Dankers1,2, Peeter W J Verlegh3, Karla Weber1

  • 1Instituut Verantwoord Medicijngebruik, Utrecht.

Nederlands Tijdschrift Voor Geneeskunde
|January 4, 2024
PubMed
Summary

Pharmaceutical marketing materials for general practices frequently use persuasion tactics like liking and authority. A new strategy, emotional pressure, was also identified, urging vigilance among physicians.

More Related Videos

Driving Under the Influence: How Music Listening Affects Driving Behaviors
07:25

Driving Under the Influence: How Music Listening Affects Driving Behaviors

Published on: March 27, 2019

12.4K
The Social Dimension of Stress: Experimental Manipulations of Social Support and Social Identity in the Trier Social Stress Test
11:13

The Social Dimension of Stress: Experimental Manipulations of Social Support and Social Identity in the Trier Social Stress Test

Published on: November 19, 2015

13.8K

Related Experiment Videos

Last Updated: Jul 6, 2025

Irrelevant Stimuli and Action Control: Analyzing the Influence of Ignored Stimuli via the Distractor-Response Binding Paradigm
12:12

Irrelevant Stimuli and Action Control: Analyzing the Influence of Ignored Stimuli via the Distractor-Response Binding Paradigm

Published on: May 14, 2014

10.6K
Driving Under the Influence: How Music Listening Affects Driving Behaviors
07:25

Driving Under the Influence: How Music Listening Affects Driving Behaviors

Published on: March 27, 2019

12.4K
The Social Dimension of Stress: Experimental Manipulations of Social Support and Social Identity in the Trier Social Stress Test
11:13

The Social Dimension of Stress: Experimental Manipulations of Social Support and Social Identity in the Trier Social Stress Test

Published on: November 19, 2015

13.8K

Area of Science:

  • Pharmaceutical Marketing
  • Medical Education
  • Health Communication

Background:

  • General practitioners receive substantial paper-based marketing materials from pharmaceutical companies.
  • Understanding persuasion strategies in these materials is crucial for rational medicine use.

Purpose of the Study:

  • To identify and analyze persuasion strategies employed in paper-based pharmaceutical marketing materials sent to general practices.
  • To assess the prevalence of established persuasion strategies and identify any novel approaches.

Main Methods:

  • An observational study involving 20 Dutch general practices.
  • Collection of all pharmaceutical mail over one month.
  • Assessment of marketing materials by pharmacy and marketing experts for Cialdini's seven persuasion strategies and identification of marketed medicines.

Main Results:

  • 68 unique marketing materials for 37 medicines were analyzed, with a median introduction year of 2012.
  • All seven of Cialdini's persuasion strategies were present, with 'liking' (65%) and 'authority' (29%) being most common.
  • A new strategy, 'emotional pressure' (31%), was identified, appealing to physicians' professional responsibility.

Conclusions:

  • Paper-based pharmaceutical marketing extensively utilizes various persuasion strategies.
  • Physicians, including those in training, should be aware of these tactics to promote rational medicine use.
  • Developing awareness and resistance strategies against persuasive marketing is recommended.