Persuasion Final
Function and technique of action speeches
Function: propose programs to remedy problems & put values into action. Technique: show how program of action will solve problems; show successes of this solution in similar situations; prove practicality and workability of plan; picture audience enacting plan of action; show consequences of acting and NOT acting;visualize success.
Function and technique of value/attitude speeches
Function: apply attitudes & values to present problems Technique: Reawake appreciation of values; use stories, examples, vivid language; encourage forming and re-forming attitudes consistent with values.
Function and technique of Fact speeches
Function: establish true state of affairs Technique: strengthen claims of p,c, and f; cite experts and other supporting evidence; create lively pictures of contested facts that reinforce their reality.
Transportation Theory
"A convergent process where all mental systems and capacities become focused on events occurring in the narrative."
What two factors maximize the influence of social proof on an individual?
- 1. Uncertainty 2. Similarity (follow people who are similar to us)
Why do we want to look and be consistent in most situations?
- Consistency is valued and adaptive. Inconsistency is thought to be an undesirable personality trait. A high degree of consistency is normally associated with personal and intellectual strength.
Which four factors cause a commitment to affect a person's self-image and consequent future?
-Small compliancies, small commitments, active commitment (writing it down), public commitments This is the story of the POW in Chinese camp
Perceptual contrast principle
-presenting more expensive things first to make other options appear like a deal
Fear Theorists
1953- Irving Janis' Fear-as-Acquired theory 1960's- Laventhal's Parallel Process Model 1975- Roger's Prevention Motivation Theory (PMT) 1992- Kim Witte's Extended Parallel Process Model (EPPM)
Inoculation Theorist
1961 with William J. McGuire.
Fear Appeals definition
An attempt to use a fear-inducing message to persuade one to change a particular pattern or behavior
RAT Equation
BI = A(W1 )+ SN(W2 ); BI = behavioral intention, A = Attitude, SN= Subjective norms SN= Social norm, W= weight given
What is Fantasy Theme based on?
Based on Symbolic Convergence Theory (also by Bormann), which says that: Communication creates reality People have individual perceptions, and a shared group reality is created when perceptions overlap (converge)
Explain RAT
Beliefs (what you think about a behavior), Attitude (how you feel about a behavior) the subjective norms (people you consider important that can influence your intentions), Normative beliefs (what you think those important people want you to do), Perceived Behavioral Control (how much control you think you have on performing a behavior or action) & Actual Behavioral control (how much control you actually have).
When do we use controlled responding?
Big purchases, new situations, ethical decisions
Source Credibility Theorist
Carl Hovland, Hovland-Yale Model of Communication
How is transportation different from ELM?
ELM focuses on numerous different logical persuasive techniques: it is divergent . Narrative is convergent, or single focused. That is, it works if the story is congruent and the listener doesn't notice the persuasion attempt
Reluctant audience
Establish identification and goodwill Start with areas of agreement Emphasize explanation over argument Cite authorities the audience will respect and accept Set modest goals for change Make a multi-sided presentation Avoid boomerang effect
Inoculation Definition
Inoculation is the resistance to persuasion produced by exposure to repeated, milder attacks of the same kind
What makes automatic responding so attractive in humans?
It conserves brain energy
One/Two sided messages
One-sided messages: "A message that presents only those arguments in favor of a particular position." -Two-sided messages: "A message that that presents the arguments in favor of a proposition but also considers the opposing arguments."
Proposition-Proof
Proposition a.proof supporting proposition b.proof supporting proposition c.proof supporting proposition
Click- Whirr-
Stimulus Response
3 Components of Inoculation
Threat—motivates people to process the inoculation message Counterarguments—Weakened arguments that trigger the "immune response." Refutations—The answer to the counterargument; the "immune response."
Cognitive Dissonance Definition
When there is information that conflicts with one's own beliefs and causes them to think about their beliefs and attitudes, then dissonance is created. When this dissonance is created, one will do everything in their power to try to create consonance again.
Fixed action pattern
a reactive behavior that is predictable and constant
Words associated with ELM
central route, "heuristics" used in peripheral route, level of attention given to arguments, peripheral route, dual process to social information processing.
What triggers might reduce reactance?
choice enhancing post-scripts, empathy, and sensation value
What are two aspects of attitude?
cognitive and affective; Affective (how you feel) and Cognitive (instrumental, actions)
What are four components to Reactance theory?
freedom (freedom of choice, etc.), threat (encroachment of that freedom, restriction), reactance (respond to threat), restoration (freedom reinstated)
Why does transportation work?
if it is effective, the listener will release their "Real world beliefs" and, if the story is strong enough, take hold of the beliefs in story as their own.
Physical Appearance
increase attraction and credibility to increase persuasiveness (Clothing, shoes, hair, make-up, etc.)
Controlled responding
reacting on basis of thorough analysis
What does it mean to grow on its own legs?
- After people come to view themselves a certain way, they will automatically begin to see things differently. They will convince themselves that it is the correct way to be and will begin to pay attention to facts they hadn't noticed before about the value of certain situations. They will make themselves available to hear arguments they haven't heard before favoring the way they have chosen to be and will find these arguments more persuasive than before. They want to assure themselves that their choice to be this certain way was right.
How does the rejection-then-retreat technique use the pressure for reciprocation to increase compliance?
- If you want to increase the chances that one will comply, then you would first make a larger request of someone first, a request that someone will most likely turn down. Then after that person refuses, you make the smaller request that you were really interested in all along. Then the person will view your second request as a concession and feel inclined to respond with compliance of the second request.
Two sided characteristics
-Although a speaker will show that they favor a certain position, he/she will also acknowledge the competitor or opposing viewpoint. -Usually the speaker will begin their persuasive speech by speaking in favor about the issue in which they hope to persuade. -Later they will discuss opposing viewpoints or counterarguments. -This is usually followed by a refutation of said opposing viewpoints or counterarguments. -Can also be nonrefutational.
Persuasive process stages
1- Awareness 2- Understanding 3- Agreement 4- Enactment 5- Integration
What are the 4 stages in the decision making process?
1. Conflict 2. Decision itself (dissonance following decision) 3. Dissonance (the more similar, the greater dissonance) 4. Dissonance reduction
What are steps in the model of reactance theory?
1. Nature of reactance 2. Measuring reactance 3. Reactance as individual difference 4. Reactance as a two-step process
What are some corollaries of reactance theory (4 principles)
1. Reactance aroused only if people, believe they have freedom over outcome. 2. As threatened behavior increases in attractiveness, so does amount of reactance arousal. 3. Reactance increases as number of freedom threats increases. 4. Reactance increases in presence of implied threats.
Functional Attitude Theorists
Carpenter, Christopher, Franklin J Boster, and Kyle R Andrews.
Explain counterattitudinal advocacy and how it works
A process where publicly communicating a belief which is counter to a belief that an individual holds and can actually cause a change in the belief of the individual.
Motivated Sequence Design
Arouse Attention Demonstrate need Satisfy need Visualize results Call for Action
What are the two routes to persuasion expressed in ELM? How and when do they work?
Central route: Works when elaboration is high. Persuasive outcomes depend on valence of receiver's issue- relevant thoughts. Peripheral route: Works when elaboration is low. Heuristics activated by peripheral cues which include a communicator's apparent credibility, a recipient's liking for communicator, and other people's reactions to messages. Influence of peripheral cues are greater under conditions of relatively low likelihood or where cue is more salient.; Central (high cognitive, very straightforward, thinks through all the details before making a decision). Peripheral (low cognitive, paying attention to things that don't matter, little interest in the subject, refrains from wasting energy).
What are similarities between ELM and Cialdini?
Cialdini uses heuristics throughout his book which are shortcuts used in the peripheral route.
Fantasy Theme Theorist
Ernest Bormann
Types of persuasive speeches
Fact, Value/Attitude, Action
Fantasy Theme Definition
Fantasy themes create group unity by presenting a message which only group members understand. They can persuade by appealing to the audience to join the persuader's group (identify with the persuader) or by convincing the audience that the persuader is part of their group.
Persuasive theories used in therapy and counseling
Fear appeals and one-sided messages.
Explain hypocrisy induction and cognitive dissonance
Hypocrisy is a special case of cognitive dissonance which is produced when a person freely chooses to promote a behavior that they do not practice themselves
What are the moderators of intention?
If a person is competent it is easier to do something. If something is easy to do, then people will do it. If something is more difficult to do, people are less likely to do it. You can predict behavior more accurately after.
Why is need for affect pivotal?
If audience need for affect is high, the story must have high emotional content. If need for affect is low, story should be more factual and straightforward.
Uniting a divided group
Images of common heroes and enemies Group traditions Shared Values Common problems shared goals Clear communal first step (encourage to take it) Language of Inclusion
Social Judgement Theory Definition
It's how a persuader figures out how you feel about a topic, and then they take that information and try to persuade you. Anchor Point- How you feel about a certain topic.
Reactance Theorist
Jack Brehm
Where can the anchor point be located?
Latitude of Acceptance (the positions that we perceive to be true) Latitude of Noncommitment (the positions that we neither accept nor reject) Latitude of Rejection (the positions we perceive to be false)
CD Theorist
Leon Festinger
Words associated with CD
Leon Festinger, induced compliance, regret related to a decision, selective exposure to information, theory that explains what happens when two theories come into conflict, hypocrisy induction
Reasoned Action Theory Theorists
Martin Fishbein and Icek Ajzen
Narrative Persuasion Theorists
Melanie Green, Timothy Brock and Richard Gerrig
What are factors that influence elaboration and how do they work?
Motivation (ego-involved) which is influenced by a degree of direct personal relevance, a level of need for cognition, Ability about prior knowledge about the topic, presence of distractions, and "et al."; Motivation (how much the person is willing to invest in cognitive energy) Ability (the capacity to understand and the will to think critically about the issue or subject at hand).
What is low balling?
Offering a fake incentive for someone to make a decision (i.e. buying something), then once the person has made the decision, the incentive is "discovered" to be fake and removed. However, the person usually follows through with the purchase because they have already made the decision to buy. To advertise a lower /unrealistically low amount, get buyer commitment (preferably in writing), and then "up" the price to real amount.
Nonverbal Communication
Over 90% of communication
Source Cred definition
People are more likely to be persuaded when a source presents itself as credible. (An audience is more likely to listen to an expert rather than a non-expert)
What types of individuals are more prone to reactance?
People that are more independent or autonomous. They think for themselves and are usually non-conformists. Independent people want as much freedom as possible. Those who are easily threatened are more likely to react.
How do people reduce dissonance?
People will actively avoid situations which would likely increase the dissonance. They may also alter their attitudes, beliefs, or behaviors to reduce discomfort and restore balance. They will expose themselves to things that they naturally agree with as well as selectively expose themselves to certain situations.; Avoid uncomfortable situations by changing the behavior, the environment, and adding new cognitive elements.
What are the parts of perceived behavioral control and how do they work?
Perceived behavioral control and control beliefs (control, difficulty, self-efficacy); The intention, the behavior, and the actual behavioral control. If you think you can perform an action your intention to do it increases to act out the behavior. But in reality if you don't have actual control on the behavior and you find that out when you try to act out the behavior then your intention decreases, which also decreases the behavior.
2 components of fear appeal
Perceived-efficacy= self-efficacy(confidence in own ability to prevent case of skin disease) + response efficacy (willingness to accept given advised response as credible to prevent skin disease). Perceived Threat= susceptibility (likeliness of getting skin disease) + severity (how extreme could this skin disease be?)
What are the consequences of choosing the central route of persuasion?
Persuasion lasts longer under the central route. Attitudes will be more enduring, influences future behavior, and there is more resistance to counter-behavior
When is Inoculation used today
Political Campaigns Marketing PSA's - Drug Abuse Resistance Education (D.A.R.E.) - Prevention is Care HIV prevention campaign
Problem-Solution Design
Problem stock issue stock issue Solution Specific solution to above issues Specifics to bring about solution
ELM Theorists
Richard E. Petty and John Cacioppo
One sided characteristics
Solely presents one side of an argument, product, or issue. -Does not mention negative qualities, problems, or counterarguments on the given subject. -Usually works favorably for an audience who is already in favor of the message sender's subject.
From attitude to action
Spark their enthusiasm Revitalize their shared beliefs and values Demonstrate need for involvement Present clear plan of action
Audience Type: Uncommitted, even uninterested
Strategies: provide information needed to arouse interest & encourage commitment; connect their values with your position; become a model of commitment for them to follow.
Audience Type: Friendly, but not yet committed
Strategies: remind them of what it takes; show them why action is necessary now; give clear instructions; help them take the first step; picture them undertaking this action successfully.
Audience Type: Reluctant to listen, may be hostile
Strategies: seek common ground, establish goodwill; quote sources they respect; emphasize explanation over argument; limit your goals; try to waken their resistance; acknowledge opposing arguments; tactfully show why you have a different commitment.
What are some alternative intention concepts and measures?
The ease of following through, people's readiness or intention, behavioral expectations, and having a plan.; The Theory of Planned behavior ( connects beliefs with behavior)
Functional Attitude Theory Definition
The functional theory of attitude is a method of persuasion that targets an attitude brought into a situation
Which are the three features of reciprocity that make it so exploitable by compliance professionals?-
The rule is overpowering, enforces uninvited debts, and can trigger unequal exchanges.
What is the difference btwn therapy and counseling?
Therapy is more direct, follows specific guidelines for specific problems. Example. For exposure therapy, the individual goes through steps of exposure; imagining a snake, looking at pictures, snake in the room, holding a snake. Counseling is more adaptive, each patient leads the discussion and talks through their problems, the counselor guides the discussion and makes suggestions to help mold the thought process into a more desired outcome. Example: someone thinks negatively about themselves the counselor will help them focus on positives and then work on changing their negative views.
What are profiteers secret to success?
They know how to take advantage of your automatic responses
Words associated with RT
Threat-to-freedom, boomerang effect, freedom, magnitude of request, restoration, theory that explains psychological response a counter persuasive response to the attempt to influence
What is reciprocity? Why is it pervasive?
We should try to repay, in kind, what another person has provided us. It is powerful because of its pervasiveness in human culture. We feel obligated and obliged to do nice things for others when they do things for us first.
People choose top of list items more often (primacy)
True
The initial set of attitude functions
Utilitarianism-Someone who buys a car for its practicality. 2. Social adjustive-Someone who buys a car for status, or social responses it will get. 3. Value expressive-Someone who buys a car after it is recognition of a belief that they have. 4. Ego defensive-Someone who buys a car for the emotional release of self esteem that they will receive. 5. Knowledge-Someone who buys a car for a better outlook on life, as a culmination of understanding of the car industry. This person is a hobbiest.
3 Stages of Inoculation message
Warning—Upcoming attitudinal attack is made known to participant Weak Attack—Target attitude of participant is lightly challenged Active Defending—Participant successfully refutes the attack
What is selective exposure and how does it relate to cognitive dissonance?
We are selective about the information to which we expose ourselves. We tend to seek out consonant information and avoid dissonant information; The tendency that people have to avoid information that would create cognitive dissonance because it's incompatible with their current beliefs.
Principle of social proof?
We determine what is correct by finding out what other people think is correct.
What are two types of norms and how do they work?
descriptive norms (what you assume most people do) and subjective/injunctive norms (what you think other's think you should do more important to younger populations)
What are the triggers likely to induce reactance?
domineering language, intent to persuade, narrative, magnitude of request
Vocalics
increase persuasion by creating vocal presence that is credible (Pitch, volume, speed, rhythm, etc.)
Proxemics
increase spatial domain and dominance to increase persuasion (Body movements, clothing, artifact, etc.)
Kinesics
increase synchrony and feeling "felt" to increase persuasion (Face, eye contact, posture, gesturing, etc.)
Credibility
is the feeling of trust and respect you inspire in someone
What is elaboration?
systematic thinking
What is primacy-recency?
the primacy effect would result in the initial set of arguments being more effective in changing opinions than the arguments presented later. The recency effect would result in the last material presented being the most effective
Trigger feature
the stimulus which triggers the fixed-action pattern
Words associated with RAT
theory that attempts to predict behavior, social normative considerations, ajzen, BI=Ab, (w1) +SN (w2), Fishbein, compatibility principle
Jujitsu
using leverage or "intellectual pressure points" to persuade