Can influence opinions when it violates expectations: Playboy model who contracted HIV- when people listen to her, they discover she is arguing for protecting against HIV is not because of knowledge or reporting bias-but because she truly believes it's important to take precautions.OMHA is responsible for Level 3 claims appeals. Exerts stronger effects on some people than others: more persuasive for high self-monitors, while expert sources should be more impactful with low self-monitorsĦ. When the communicator's physical attractiveness in relevant to the product: in cases of beauty products or expensive clothing lines, the model's or salesperson's good looks can swing the saleĥ. Can be effective under low involvement: for example, deciding who to vote for in a low level electionĤ. Can be effective when the communicators goal is to capture attention: using gorgeous models for advertising captures attention, then other strategies are used to convince people to purchase the good or serviceģ. Attractiveness can help form attitudes: linking products with attractive models (start using perfume or smoking cigarettes bc an attractive model does)Ģ. They did not perceive that they had the right or ability to question the experimenter, and thus opted to accept his view of the experimental contextīy starting with small shocks and moving to large shocks, they exploited the power of commitment and the foot-in-the-door techniqueĪlso, the situation was novel and didn't offer very many cues for how to behave, which encouraged the uncertain participant to rely on the expert authority figureġ. They believed they lacked knowledge or expertise to challenge the experimenter's requests. Psychological forces that "locked" participants into compliance. Peripheral cues such as the status of the institution (Yale), the expensive science equipment in the room, the experimenter's clothing (lab coat), and the experimenter's gender (male) success in school, sports teams, in corporate organizations) People are socialized to obey authority, and they get rewarded for doing so (ex. These include positive self-feeling (you'll feel good about yourself if you study a lot), and negative self-feeling (you'll be disappointed with yourself in the long run if you don't study more) Techniques can also be internally focused-that is, self-persuasion-type appeals designed to engage the recipient. To motivate a child to study, a parent could use a carrot, like promise (I'll raise your allowance if you study more) or a stick, like aversive stimulation (you're banned from driving until you hit the books). internal: tactics can be externally focused, such as rewards or punishments. non-dominance based: dominance-oriented strategies emphasize the power the communicator has over the target, while employ a more egalitarian, conciliatory approachĥ. Soft-sell techniques include kindness, flattery, and flirtingĤ. Hard-sell vs soft-sell: Hard-sell tactics include yelling, demanding, and verbal aggression. Nonrational tactics include deceit (fast talking and lying) and threat (telling her I will never speak to her again if she doesn't do what I want)ģ. Rational versus nonrational: rational techniques include reason (arguing logically) and doing favors. Indirect tactics include "emotion-target" (putting the other person in a good mood) and though manipulation (trying to get your way by making the other person feel it is his idea)Ģ. indirect: direct techniques include assertion (voicing one's wishes loudly) and persistence (reiterating one's point). If you are trying to convince poor ethnic women, who think pregnancy is a positive thing, caution them that they may get fat and lose their friends)ġ. For example, if you want to scare high school girls into practicing safer sex, you should stress that they might get pregnant which they don't want. Threats and recommendation should be salient to the target audience (you cannot assume that what scares you will scare your audience. Efficacy recommendations should emphasize costs of not taking precautionary actions, as well as benefits of undertaking the activity (gain-framed: a diet high in fruits and vegetables, but low in fat, can keep you healthy/ loss-framed: a diet low in fruits and vegetables, but high in fat, can lead to cancer)ĥ. Persuaders must discuss solutions, as well as problems (must offer hope, telling individuals that they can avert the dangers graphically laid out earlier in the message)Ĥ. ![]() ![]() Persuaders must shatter the illusion of invulnerability (must convince people that bad things can happen to them)ģ. Communicators must scare the heck out of recipients (we are often tempted to go easy on others trying not to hurt their feelings, but research suggests that fear enhances persuasion and that high-fear appeals are more effective than low-fear appeals)Ģ.
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