Persuasive Final

Understand the importance of message comprehensibility

1. For a message to be persuasive, it first must be attended to and comprehended 2. People with good comprehensibility condition were the most persuaded and recalled the most message 3. People with poor comprehensibility conditions were least persuaded and recalled fewest arguments.

Info Others on Vocal Qualities linked to Influence

1. Breathiness 2. Flatness 3. Throatiness 4. Pitch 5. Nasality 6. Orotundity 7. Rate **What sounds better is good! (More credible, more influence impact)

Explain the ELM/HSM

1. ELM (the elaboration likelihood) is the central route or systematic route: consists of having high message elaboration; going through thinking about adding additional info with regards to the message; high amounts of cognitive energy -Careful consideration of information -Using logos, stats, data, attention to details, rational HSM (Heuristic-Ststematic Model) has peripheral or heuristic track: consists of low message elaboration and use of quick decision rules -Source attractiveness, credibility of source -Essentially the same model -Can be convinced both ways TWO ROUTES TO PERSUASION 1. Central Route/Systematic: consists of high message elaboration, longer lasting 2. Peripheral Route/Heuristic: consists of low message elaboration and use quick rules, easy to change

Report on the effects of Trustworthiness

1. Greater trustworthiness produces greater attitude changes 2. Whether or not a source is arguing for personal gain DOES make a difference. 3. Sources arguing against their vested interests are persuasive than ones arguing for their vested interested for their vested interests 4. Someone with persuasive intent is presumed to be less trustworthy than one who simply want to communicate some messages to the audience. 5. Foreknowledge of persuasive intent reduced the effectiveness of the message -Humor, physical appearance cues, expertise position centered all at a part of this topic.

Discern the relative importance of source and message factors in persuasion

1. Message Comprehensibility - for a message to be persuasive it must be attended and comprehended 2. Number of arguments - side having the most arguments for their case was most persuasive. Expert source is more persuasive than a physically attractive source. 3. Rewards within the message: Message is more effective when the message arguments are separated from the conclusion but little, rather than a lot of neutral material neutral material. 4. Arousal and reduction of fear: low-fear messages are most effective. 5. One-Sided vs. Two-Sided Messages: One sided- persuasive approach - presenting only those arguments favoring the recommended conclusion. Two sided- discussing also arguments apposed to the position advocated and then refuting them. 6. Conclusion-Drawing - conclusion is helpful or necessary for the audience to understand and remember fully the message arguments and advocacy. 7. Identifying the source first or last - manipulation of source expertise may affect how a person thinks about the message but that a manipulation of source attractiveness does not. 8. Ordering message presentations - Position presented first is usually more effective, especially when there is a gap between positions. Speaking second would be more effective than speaking first if measurement occurred after the first message was forgotten but while the second was still fresh in memory. 9. Message Repetition - repetition should enhance the total attention to comprehension of and retention of a message. 10. Style of presentation - the way the message is delivered with speed, tone, credibility, and humor

Report on the factors that influence motivation to think about/process an issue

1. Motivation and Ability 2.Motivation to think about a message is not enough, the must also have the ability to process the message. 3. If both motivation and ability are present, then message elaboration will occur. 4. Following sequence will occur -Attention -Comprehension -Elaboration -Integration -Enduring Attitude Change

Communicate O'Keefe's factors for why DITF works

1. Reciprocal Concession - when someone gives some ground, the natural reaction is to give a little ground too. 2. Perceptual Contrasts - in relationship to first, request, it seems a little more do-able and easier 3. Self-Presentation 4. Prosicaliness of request 5. Guilt - relief from saying no first

Report Marwell and Schmidts compliance Strategies

5 Categoried 1. Rewards Activity: Involived suggesting that the person will gain in some way if they comply with your request and that they will consequently feel good 2. Punishing Activity: Involved suggesting that the person will gain in some way if they do not do as you suggest, resulting in them regretting their non-compliance 3. Expertise: Leads to the person thinking that they are experts or have some special knowledge that allows them to make the right decision. 4. Activation of impersonal commitments: Uses an appeal to the persons internal commitments. for the example suggesting they will feel bad about themselves if they do not comply with your suggestion 5. Activation of Personal Commitments: provokes thought about the person's commitments to others, including you, for example reminding them of their obligations Promise — a reward is promised in return for a desired action Threat — A punishment or otherwise uncomfortable/unwanted event is promised if desired action is not taken. Positive Expertise — taking the positive of an expert, speaking with unchallengeable authority about reward that will be gained when desired action is taken; different from "promise" as the reward described here is something that is out of the control of the persuader (Ex: If you don't buy today, the company is putting up the price tomorrow" Liking — Acting friendly in order to get the person in a food frame of mind so that they will feel obligated to comply with your request Pre-Giving — A gift of some kind is given to the person before trying to persuade them. This results in them feeling obligated to return the favor by complying. Aversive Stimulation — repeatedly punishing the person or making them feel uncomfortable until they they do as you want them to do as you want them to do (Ex: Nagging) Debt — reminding the person that they are obligated to repay you for some past help you have given them. Moral Appeal — Imply that making the decision required would be moral, or that not doing so would be immoral Positive Self-Feeling — Suggesting that complying will make them feel good about themselves. Negative Self-Feeling — suggesting that complying will make them feel bad about themselves/lead to regret Postive Altercasting — Suggesting that any person who has desirable qualities such as being intelligent, ethical, etc. would make the decision you want to make. Negative Altercasting — Suggesting that the only type of person who would not do as you suggest would have undesirable negative traits, such as stupidity, poor ethics, etc. Altruism — Appealing to their kindness; suggesting that complying tot he request would be helpful to you or other people. (Ex: "Look, to tell you the truth, I am desperately low o my sales targets. Buying today would help me so much") Positive Esteem of Others — Indicating that if they do as you say, then other people will think well of them. Negative Esteem of Other — indicating that if they do as you say, then other people will think less of them Highlights — compliance gaining isn't concerned with attitude change, are you going to do the behavior?? Trying to persuade you, going to go through attitude change Threat, being able to identify that you're in that zone. Idea of threatening someone isn't going to change the attitude.

Identify and Differentiate between communicator attractiveness and similarity

Attractiveness - physically attractive people are more persuasive than unattractive communicators. -More attractive =higher gpa/SAT, positive self-concepts better communication skills. Similarity - more customers bought the advocated brand of paint when the salesman seemed similar rather than dissimilar to the customer - Similar sources that agree with a subject engender more cofidence in the subject's opinion than dissimilar sources (Ex: people have different opinions on what's attractive)

Map the Parts and Differentiate between TRA and TPB

Components: Attitude: what you think about the behavior is critical; positive attitude will result in positive intentions. 1. In order to generate intentions, you need to find people that already have a positive attitude about OR engage in message work and get people to have positive attitude about it. 2. BUT just having a positive attitude about something isn't enough; there has to be more Subjective Norms: What do valued others think of the behavior? Not just whether or not you like it. 1. Social persuasion component of it 2. Factors: NORMATIVE BELIEFS - what valued others believe beliefs you think are normal too. MOTIVATION TO COMPLY: engage in a behavior your valued other are advocating Perceived Behavioral Control (PBC): Do you feel like the behavior is something you can do? is it within your means of availability? 1. Factors: CONTROL BELIEFS - do you believe you have the ability to have influence of this; control over perceived power. PERCEIVED CONTROLS - of you lack the notion that you can do it and that it will lead to the desire outcome regardless of subjective norms and attitudes, then follow it up with target request 2. Door in the face: make a large initial request that you know ill be rejected, then follow it up with target request 3. Intention to comply: (people who said they would comply [donate]): A. Target only 36% B. Small Difference 29% C. Moderate Difference 17% D. Large Difference 40% 4. Actual Compliance: A. Target only 15% B. Small Difference 37% C. Moderate diff 14% D. Large diff 8% 5. PBC differs by condition (How "doable" was the $5 request) TRA (Theory of Reasoned Action) is the original theory but is no known as TPD (Theory of Planned Behavior) and only has attitude and subjective norms! TPB only predicts for the small DIFTl so you do not want to engage in making such a large request that people engage in reasoning. (Needs to make the largest REASONABLE request possible)

Inform others about DITF and FITD

DITF (Door in the Face) - A large request is made that one knows will be rejected an the rejection is followed by the goal request (what they actually want) FITD (Foot in the Door): a small request is made (that you will be) accepted and is followed by the second goal request

Examine the Sleeper Effect

Delayed action effect: the attitude change a video created appeared to be greater six months later than immediately after its showing. (Ex: Why we fight video - positive regard in American soldiers for their British allies. - Immediate reaction was positive, but the delayed reaction was even greater. Delayed action effect of attitude change is the sleeper effect.

Examine the EPPM and how it function

EXTENDED PARALLEL PROCESS MODEL: framework developed by Kim Witte which attempts to predict how individuals will react when confronted with fear inducing stimuli.

Report on how channel factors impact influence

F2f vs. Mass Media - people are persuaded by the arguments that other in a group discussion generate 1. Results of F2F = group polarization A. Peopl'e attitudes after group discussion are often more extreme than the attitudes help prior to discussion. B. Likely to occur when members are on the same side, and have different reasons for liking the same issues. -Face-to-face communications generally have more impact than media communications. 1. Mass medias channels are popular because of the large number of people that can be reached. Channel Attributes: No one form of transmission is "best" 1. The most effective channel depends on a variety of factors. -Audience one wishes to reach -interest value, comprehensibility, and personal relevance or the message -Characteristics of the source

Discern between physical appearance cues (body type...) and persuasion

Individual physical - physical appearance (body shape) Mesomorphic - triangular body shape, broad at the shoulders narrow at wast, form or muscular -Attributions: high confidence levels, leader of the group. Somatonic - Confident, energetic, dominant, enterprising Extomorphic - bony, tall, thin fragile-looking, flat-chest, lack muscle and fat -Attrubitions: nerdy, typical "architect look" -Cerebrtonic: Tense, awkward, meticulous, detached Edomorphic: are people with rounded oval-shaped bodies, soft or fat around middle pear shaped. -Not active, funny, reserved. -Viscerotonic Slow, social, emotional, forgiving, relaxed. Zimbardo example

Methods of Self-Presentation

Ingration: Making oneself likable through flattery and favors IntimidationL Making oneself appear dangerous by threatening/bullying Self-Promotion: Making oneself seem competent via bragging or displaying credentials Exemplification: seeming to embody values or being good Supplication: Seeming weak so others are forced to help you.

Explain how inoculation theory function

Inoculation Theory: Explains more about how attitudes and beliefs change, and more importantly, how to keep existing attitudes and beliefs consistent in the face of persuasion attempts. 1. Threat 2. Refutation Preemption (Being aware of potential threats but thinking of the positives) 3. Attack 4. Resistance 5. Express Corporate Brand/vulnerabilities 6. Address the measures taken to refute concerns 7. More affective than image enhancement

List the factors that induce attitude change with fear arousal

Low-fear messages are most effective. Messages Describe: 1. The un-favorableness of the consequences 2. The liklihood that these consequences will occur if the actions are not adopted 3. The likelihood that the consequences will NOT occur if the recommended actions are adopted.

Distinguish between one-sided and two sided messages and their impacts

One Sided: Persuasive Approach 1. Presenting only those arguments favoring the recommended conclusion. 2. Shoving your side down their throats Two Sided Messages (Refutionional/nonrefutational) 1. Discussing also arguments apposed to the position advocated and then refuting them. 2. Initial exposure to two-sided messages appears to make people better able to argue against the later counter propaganda message. A one sided appeal is more effective with people who agree with appeal. A two-sided appeal is more effective with people who disagree with he appeal. I f people are aware of opposing arguments, two sided appeals are more effective.

Identify the content of various sections of published persuasion studies

Pfau (nuances about the role and Impact of Affect in Inoculation) - examined the role and impact of affect in resistance. -Results indicated inoculation treatments conferred resistance and exerted nuanced outcomes involving cognitive and affect responses to counter-arguments and affect Also compared the effectiveness of cognitive, affective-positive, and affective-negative treatments 1. Results revealed that affective negative messages were superior in electing threat, issue involvement, and cognition counter arguing output and in enhancing cognitive content of associative networks Inoculation treatments contribute to greater threat and elicited issue involvement levels, promote greater attitude certainty and attitude strength, and confer resistance to counter attitudinal persuasive attacks

Differentiate between the various persuasion models

Recognize Parts: Extended: Severity, succeptability Deal ProcessL heuristic, systematic. centra/peripheral... similarity between the model parts. Contingencies, types of audiences... what type of message might be more appropriate for one opposed to the other... high involved public vs. low involved. -How they'll perceive it -These are the models with minor difference between the routes. Identifying the concepts - _____ is that notion that this example would actually work.

Identify the major findings of Householder and Wong

Significant different intentions compliance, based on request type. (Objective was to determine impact that deceived persons emotional state and level of relation closeness to the receiver have on their ability to perceive deceptive messages) 1. Emotional state of person being deceived plays big role in deceptive contexts 2. As happiness level increases, perceived deceptiveness decreases 3. As sadness increases, perceptions of deceptiveness increase 4. Happy interviewers choose not to cognitively process deceptive messages and deceivers were perceived to be more honest than dishonest. 5. People in negative affect state are looking for any information that might help them get out of the negative state. 6. Two different models for predicting deception detection A. Based on relational closeness B. based of affect.

Identify source factors in persuasion

Source Factors - Factors of characteristics of the source of persuasive message that affect the persuasiveness of that message and the attitude change that occurs in a person. - Sources may include a group (ex: your family), and institution (ex: Stanford University), etc. -However, the issue of personal relevance in a message needs to be taken into consideration —> if a person feels highly involved in the message, sources factors might not have as much of an effect on the persuasiveness of a message than if a person does not feel involved in the message and therefore doesn't devote much attention to it. Types of Source Factors - Communicator credibility —> messages given by a highly credible sources (an expert) are more persuasive than messages given by a low credibility source. (Ex: a message about the practicality of building an atomic-powered submarine is more persuasive when given by an engineer than by a drug dealer.) Intent to Persuade —> a source who has persuasive intent (recipients are told that the source wants to persuade them) is persumed to be less trustworthy than one who simply wants to communicate some messages to the audience. However, attitudinal effects of persuasive intent appear to depend upon the involvement or personal importance of the the issue to the recipient. - Knowledge of a sources intent to persuade inhibits attitude change/persuasiveness of the message more when the issue is personally important to the recipient rather than unimportant. (Ex: You're less likely to agree with a persuasive message advocating for seniors having to take a comprehensive test before graduation if you are a senior of if this rule will be put in place when your a senior (high personal relevance) than if this rule will be put in place at another school or after you've graduated already (Low personal relevance) Communicator Attractiveness —> messages given by attractive/likeable sources are more persuasive than messages given by unattractive/dislikable sources (Ex: The televised debates between Richard Nixon and John F. Kennedy: Nth men were articulate, experienced debaters and knowledgeable about the issues in the campaign, however, JFK was considered by many to be a more likable communicator as well as an overall more attractive person, making his side of the debate more persuasive than Nixon's who was not a great communicator and not as likable/attractive. Communicator Similarity —> a source's similarity to the message's recipients increase that person's likeability and persuasiveness. However, similar communicators don't always mean more impact pop;e than dissimilar communicators. - For issues dealing primarily with values or opinions where there is no verifiable "correct" answer, similar sources that agree with a subject engender more confidence in the subjects opinion than dissimilar sources. (ExL there is no correct answer for what makes a person attractive, however if you believe that slenderness makes a person attractive, then you might be even more confident in that opinion if your friend agreed with you (similar) than if a foreign exchange student (dissimilar) agreed with you. -When the issue concerns verifiable facts, agreement from dissimilar sources results in more confidence in the truthfulness of the facts than agreement from similar sources. - When the issue concerns verifiable facts, agreements from dissimilar sources results in more confidence in the truthfulness of the facts than agreement from similar sources. (Ex: If you believe that the Queen of England is 5'5" tall, you might become more confident in this belief if a foreign exchange student (dissimilar) verifies this than if a friend (similar) verifies this, probably because verification is more meaningful if it comes from a person who has different sources of info than you do. Communicator Power —> a Powerful source (someone who can administer rewards or punishment; ex: a parent) is more persuasive than a powerless source (someone who cannot administer rewards or punishment. EX: a stranger). -However, this attitude change is not internalized, who means that people don't really privately agree more with the powerful source than with the powerless source; they simply report more agreement to maximize rewards and minimize punishments. - people express more public agreement/compliance to a powerful communicator than to a powerless communicator, at least in then presence of the powerful source.