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1. Significance of Persuasion in
Entrepreneurship Essay
Within an entrepreneurial context, persuasion as an art is
invaluable. Persuasion urges and implores individuals to change
behaviors and attitudes to adopt a different or new attitude. As
such, the aim of persuasion is to attack individual‟s worldviews
regarding different aspects. This goal is achieved through the
provision of information for countering the existing beliefs as well
as displacing the beliefs with new ones. However,
entrepreneurship mainly focuses on innovation. As such, there are
new ventures that entrepreneurs create in order to improve the
world. Therefore, it is not a wonder that within the world of
entrepreneurship persuasion plays a vital role. This can be seen in
the contexts of the real-world via different persuasive messages.
Various persuasion theories are applied by these messages so as to
realize the main goal which is to change the attitudes of people.
Such theories include heuristic-system theory, cognitive
dissonance theory and elaboration likelihood theory.
Advertisements for instance more so the print ads major on
persuasion. The Coca Cola ad on „open happiness‟ for instance
applies cognitive dissonance theory. In this paper, the application
of different cognitive dissonance aspects in the „open happiness‟
ad of the Coca Cola Company is analyzed.
There are several international firms that have been operating for
quite some time now regardless of the fact that their products‟
benefits are relatively low. Coca Cola and McDonalds are
examples of these kinds of companies. McDonalds for instance
majors in supplying fast foods that have high calories amounts.
The debate about the effects that products with high calories have
on human has been going on. Nevertheless, this company remains
the largest fast food supplier in America as well as other parts of
the world. The Coca Cola Company has also been around for a

2. long time providing soft drinks that have high calories in large
scale globally. These drinks do not provide health benefits because
consuming them has adverse effects on human health.
Nevertheless, its sales have always been increasing every financial
year. Persuasive techniques that these companies employ in their
ads are their secret. The persuasive Coca Cola ad of 2010 which
promises open happiness to its consumers is an example of such
ads. The implication of this ad is that every time one feels
stressed, they simply need to sip a coke to get cheered up.
„Open happiness” ad‟s suitability is not a coincidence that
occurred by an accident. Advertisers spend a lot of time studying
the audience, identifying their needs as well as determining the
best ways of satisfying their needs. After this, they come up with
ads that are in line with various psychological theories. Cognitive
dissonance theory, heuristic-systematic theory and likelihood
theory are examples of such theories. Cognitive dissonance theory
is applied in this advert. The implication of this theory is that
individuals can be persuaded by others through the creation of
inconsistency in their cognitions and this creates psychological
discomfort. Such cognitions include behaviors, beliefs or
attitudes. Dissonance in this case is imbalance that is created
between the actions and beliefs of a person. Once dissonance has
been created the advertisers provide consonance via promising
balance between behavior and belief. Human beings need balance
and consumers rush to buy products that enable them to acquire
balance that they may have lost. This concept is what open
happiness ad capitalizes on.
The slogan that is chosen for an advert is very important. The
target consumers for the Coco Cola Company are from the entire
globe. Therefore, a common aspect is required for this audience to
be captured and this should cut across racial boundaries. As such,
the company chose the word happiness because this human need
is global. Thus, this advert targets cognition whose belief is that
everybody needs happiness to lead a quality life. The aim of all

3. people is to be happy in life but to be happy one does not have to
drink a coke. Nevertheless, the “open happiness” slogan means
that happiness can be achieved by drinking coke.
This causes dissonance in audience‟s minds because the belief and
action that is necessary for the belief to be achieved do not agree.
As such, the feeling of individuals is that failing to drink the
products of the Coca Cola Company denies them an opportunity
to enjoy happiness in life. Further, this ad coerces audiences to
choose coca cola products through the gaiety of this advert. As
such, the feeling of the audience is that drinking the products of
coca cola is important in order to realize happiness. This
mentality is drilled into the consumers‟ mind by advertisers and
this makes them feel happy on consuming coke. As such,
consonance is regained and they get a comfort zone.
The main intention of this advert is to market or sell products to
consumers. Nevertheless, there are several obstacles that must be
overcome by the company for this to be achieved. For example,
the company has to outdo competitors who include Pepsi. It must
also overcome the health debates about its products that have
high calorie amounts. As such, this company employs countering
factors in order to realize high sales all the time. Refreshment,
excitement and happiness are the main attributes that the adverts
of coca cola have. Coca Cola Company‟s products are now
associated with happiness by most consumers regardless of the
associated health issues. Thus, it is no wonder that the slogan
“open happiness” was chosen by Coca Cola for its ad in 2010.
It ought to be noted that to human, happiness is an evasive need
and it does not recognize cultural boundaries. According to
Maslow, happiness is an important human race‟s need. As such,
the aim of Coca Cola is to meet the consumers‟ needs
internationally via this slogan. Consistence of the Coca Cola
providing excitement and happiness to the consumers is
maintained by the advert. It appeals to consumers‟ emotions

4. because it promises to meet their happiness need. This is very
tempting because depression-related diseases are currently
increasing. As such, consumers will most likely increase coca cola
drinks‟ consumption so that they can remain happy.
In a nutshell, persuasion is a tool that is effective in marketing. It
plays an instrumental role of making individuals feel that they
should buy the product to stabilize their life. This concept is used
by advertisers in drawing buyers to purchase their products as
seen in the Coca Cola advert. The ad appeals to emotions and
feelings of the consumers while changing them to match the
intention of the seller via different theories‟ application. The
“open happiness‟ ad by coca cola is an example of this because it
has several cognitive dissonance theory‟s elements. The
implication of this theory is that humans are always seeking
balance and consistency. When this balance is disturbed
dissonance occurs and people are ready to do anything to regain
the balance. Coca Cola disrupts happiness interpretation by man
while providing solution which is drinking coke. This enhances
the consumption of products from Coca Cola Company.
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