Final answer:
The correct answer is b) Emotional appeal. The French "Marketing Guru" from 'The Persuaders' implies that emotional factors heavily influence decision-making processes, supporting the idea that behavioral economics often trumps rational choice theory.
Step-by-step explanation:
The French "Marketing Guru" from 'The Persuaders' strongly suggests that emotional appeal will always win over a person when making a choice. This insight aligns with the principles of behavioral economics, which indicate that despite what classical consumer theory might suggest, people's decisions are heavily influenced by emotions and psychological factors. Rational decision-making assumes that the value of the perceived benefit must exceed the value of the perceived cost; however, in practice, emotional factors can lead to decisions that might seem irrational. For example, consumers might overspend on luxury items not due to their utility but because the items trigger positive emotions or a sense of belonging to a particular social group.
In relation to persuasion techniques, the central route to persuasion demands that the audience be analytical and motivated (option a), while the peripheral route might rely on cues like celebrity endorsements, positive emotions, and attractive models, but not necessarily factual information (option d). When it comes to social influence, informational influence is stronger under conditions where the answer is unclear or the group is perceived to have expertise (options b and c).