Chapter 9

What can limit the effectiveness of persuasion?

(1) lack of message penetration (2) competing messages (3) self-selection (4) self-perception

Psychologists have identified several ways to formulate persuasive messages. What are they?

1. Using yes-yes techniques 2. offering structured choices 3. seeking partial commitment and asking for more 4. settling for less are ways to formulate persuasive messages 5. Speakers can also present one side of an argument or present all sides.

What groups represent formal opinion leaders? Informal?

1. elected officials 2. presidents of companies 3. heads of membership groups.

What are the three factors involved in sources credibility?

1. expertise (knowledge of subject) 2. sincerity (is spokesperson believable?) 3. charisma (attractive, self-assured and articulate)

Public opinion is highly influenced by self-interest and events. What are these concepts?

1. opinion is highly sensitive to events that have an impact on the public at large 2. public opinion doesn't anticipate events, but reacts to them 3. events trigger formation of public opinion 4. events of unusual magnitude are likely to swing public opinion temporarily from one extreme to the other.

Name the three objectives of persuasion in public relations work. What objective is the most difficult to accomplish?

1. to change or neutralize hostile opinions 2. crystallize latent opinions and positive attitude 3. conserve favorable opinions.

What are some of the ethical responsibilities of a person who uses persuasion techniques to influence others?

A practitioner should be more than a technician or a "hired gun." Heath sums it by saying "their responsibility is to demand that the most accurate information be provided and the evaluation be the best available.

What is meant by "audience participation" in persuasion? Give some examples of how audience participation can be used.

With the onset of widespread social media such as YouTube videos produced by individual amateurs, user-generated content (USG) can have a beneficial effect on the creator, if not the audience. Examples include health campaigns for teenagers. Other examples of audience participation include rallies and demonstrations.

Drama, statistics and testimonials are three examples of persuasive devices. Give examples of each and identify the four additional devices.

surveys and polls, endorsements, examples, and emotional appeals.

What groups represent informal opinion leaders?

those who have clout with peers because of some special characteristic.