Essay 3. discuss the specific factors which must be taken into account in each of the following (two) areas in order to evaluate the defectiveness of a persuasive communication and cite at least on specific example of research to document each factor

discuss the two specific factors associated with the characteristics of the audience.

1. (listeners) Self esteem= people with less self esteem are persuaded more easily than those with high self esteem. this is bc ppl with low self esteem place less value on their their own ideas and have less confidence in their convictions. (comes from people wanting to be right. they think they are more likely to be right if they agree w low se bc they dont believe in themselves. and high se think they will be right bc they believe in themselves) =====> research: Zellner: 2. (audiences) Prior Experiences= what happened to them while or right before the persuasive argument changes their receptibility. =====> Janis, Kaye and Kirschner =====> Hass and Grady

discuss the two specific factors associated with the source of the communication

==Credibility= people are more likely to listen to people who are experts and trustworthy. ====> research: Aronson and Burton Golden ==Attractiveness= involves our reaction to the sources physical attractiveness (looks) or their social attractiveness (likability) regardless of their expertise or trustworthiness. =====> research: Mills and Aronson

Zellner

Self esteem: showed that people who feel inadequate(low se) are more easily influenced by persuasive communications than high se individuals

Mills and Aronson

attractiveness. showed that beautiful women can have a major impact on the opinions of the audience on a topic not related to their beauty. and had their greatest impact -in terms of persuasiveness- when they openly express a desire to influence the audience

Aronson and Burton golden

did a study on sixth graders. they had two ppl present to them how important math was. one was introduced as a prize winning engineer, the other as a dishwasher, and the engineer was more persuasive/effective.

Janis, Kaye and Kirschner

showed that when you eat desirable food while reading a persuasive argument they are more likely to be persuaded.

Hass and Grady

shows that ppl who were told before the argument that an attempt to persuade them was going to be made they were less open to the persuasion.