Theories Of Persuasion Final

Front 1

structuring and ordering persuasive mssgs

Back 1

ciceros

Front 2

ciceros five canons of rhetoric- rhetoric

Back 2

the faculty of discovering all the available means of persuasion

Front 3

ciceros five canons of rhetoric

Back 3

dispositio, elocutio,inventio,memoria,pronuntiato

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dispositio

Back 4

the effective and orderly arrangement of ideas

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elocutio

Back 5

fluency and command of lang

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inventio

Back 6

the invention and discovery of arg

Front 7

memoria

Back 7

memory and mnemonic devices

Front 8

pronunciato

Back 8

delivery factors such as pitch, rate, voice quality
-quintilian

Front 9

explicit conclusions

Back 9

-hard sell
-persuasive mssg comes directly from the speaker,there is less rick the listener will reach the wrong conclusion

Front 10

implicit conclusions

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-soft sell
-persuasive mssg more subtl, source may seem less patronizing

Front 11

implicit conclusions are the best option when

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-perussion is more participatory
-self generated conclusions are more palatable
-there is less risk of psych reactance

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explicit conclusions are better when

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-the listeners arent knowledgable about the issue\
-the mssg is complex or difficult to understand
-the conclusions could b edasily misconstrued

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gain framed mssgs

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-emphasize the positive
-ppl take more risk to avoid loss than to get gain

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loss-framed mssgs

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-emphasize the negative

Front 15

quality vs quantity of arguments-would you prefer buffet or fancy restaurant of persuasive mssgs-the role of reciever involvement in the elm

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-for the receivers with low involvement it is the quantity of the arguments that count
-for recievers with high involvement it is the quality of arguments that matter

Front 16

evidence use

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--almost always facilitates persuasion, evidene can increase speakers credibility
-evidence is most effective wen recievers have high involvement

Front 17

narrative use

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-ppl generally prefer stories over statistics we are story tellers
-wen recievers do not pay close attention, narratives, ten to b more effective
-anecdotal evidene is subj to hast generalizaiton fallacy

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repetition oand mere exposure

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-mere exposure effect
-repeated exposure to a stimulus increases liking for the stimulus
-repitition can increase awareness, learning, retention
-wear-out can occur with over-exposure. especiall if mssgs is complex ex new coverage of prez candidates

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order effects

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-anticlimax,pyramidal order, climax order
-reserach shows it is better to place your strongest arguments first or last
-the worst approach is to put ur best arguments in the middle

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anticlimax order

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-giving your best arg first

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pyramidal order

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-placing your best arg in the middle

Front 22

climax order

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saving your best arg for last

Front 23

primacy effect

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it is better to speak first if the speeches r back to back
-in live political debate speaking first would b an advantage

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recency effect

Back 24

-it is better to speak last if the speeches r seperated in time
-in campaign ads shown a week apart appearing las would b an adv

Front 25

primary vs recency

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-bland topics-recency effect
-intrigueing topics-primacy effect
-chunked info -high involvement favors info that is clearly segmented
-unchunked info-low involvment favors info that is uncategorized

Front 26

inoculation, mssg sideness, and forewarning

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-how to prevent ppl from being persuaded ex.no monopoly in former soviet union
-inoculation theory

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inoculation theory

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-a small dose of the opposing position increases ur resistance to the opposers persuasion
-inoculation is especially applicable to cultural truisms (beleifs we take for granted such as brush ur teeth before bed)
-incoluation is less effective on controvrsial topics becasue -we expect alt views

Front 28

two sided mssgs vs one sided

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-almost always more persuasive
exceptions r wen recievers -agree already,r easily confused, r uneducated or unintelligent,will not b exposed the opposing side later on

Front 29

forewarning

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-forewarning ppl about persuasive mssgs increases their resistance to that mssg
-recievers adopt less receptive state of mind and recievers may prepare defenses and rehearse counter arguments
-forewarnings effectiveness depens upon motivation and ability to disagree

Front 30

forewarning vs inoculation

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-forewarning merely warns a listener of an impeding persuasive mssg
-inoculation includes acutal ex of the opposing arg

Front 31

pre giving

Back 31

-favors and gifts create a sense of indebtedness
-returning favors is culturally universal
-beware of unfair exchanges

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pregiving illustrations

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-befriending ur neighbors
-political fabors-campaign contributions buy access to a politician if not votes
-panhandling tour guides-volunteer directions to toursits then ask for a tip
-pregiving in sales- a comp gives important clients free tix to a ball game

Front 33

y does pregiving work so wel

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-the liking explanation
-the gratitude explanation
-norm of reciprocity

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the liking explanation

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-the pregiver is percieved as good and kind person

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the gratitude

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-the pregiver evokes good vibes

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norm of reciprocity

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-favors create a sense of indebtedness
-impression management
-internalied social norm

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impression managment

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-ppl want to maintain a positive image

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internalized social norm

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-repaying favors is the right thing to do

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the foot in the door strategy

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- a person who agrees to a small initial request more likely to comply with a subsequent larger request
-freedmans and frasers 1966 classic study

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freedman and frasers

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-initial request
-follow-up request
-results
-why it works

Front 41

initial request

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-houeswives were asked to display a small sign in their window tha tread b a safe driver

Front 42

follow-up request

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-housewives were later asked to display a large billboard that read drive carefully in the front yard

Front 43

results

Back 43

-76 percent of the FITD houseiwives

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why it works

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- bems self perception theory-ppl make our personalities based on our own behavior. when you comply to a small request you think your are altruistic and therefor eneed to comply again becasue its wat altruistic ppl do

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key fitd strategy

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-size of first request
-prosocial requests
-external incentives
-who makes the request
-social labeling
-who answers the door
-time delay

Front 46

-size of first request

Back 46

must b small enough to ensure complane but not so small as to appear trivial

Front 47

-prosocial requests

Back 47

the strategy works best with prosocial causes

Front 48

external incentives

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-there should b no external inducements such as payment or rewards

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who makes the request

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- the first and second requests need not b made by the same requester

Front 50

social labeling

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-positive labels help activate relevant attitudes

Front 51

who answers the door

Back 51

-ppl with high need for conssitencey r more suseptible
-ppl with high self clarity r more susceptible

Front 52

time delay

Back 52

-a time delay between first and second requests activate relevant attitudes

Front 53

the food in mouth strategy

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-Acknowledging that one is in a good mood predisposes a person to be more agreeable when dealing with requestors.

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the door in the face strategy

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-A person is presented with an initial, large request which she/he is inclined to reject.
-The person thereby becomes more likely to acquiesce to a second, more reasonable request.
-Cialdini & Ascani’s (1976) study:

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Cialdini & Ascani’s (1976) study:

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initial request: college dorm residents were asked to donate one unit of blood every two months for a period of three years.
follow-up request: dorm residents were asked to give blood once, the next day.
results: compliance for the DITF group was 49%

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theoretical explanation for ditf

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-perceptual contrast phenomenon
The 2nd request seems much more reasonable by comparison.
-reciprocal concessions
The target perceives he/she is engaged in a bargaining situation.
-self-presentation explanation
The target doesn’t want to be perceived negatively by others.
-social responsibility position
We comply based on our own, internal standards
-guilt-based explanation
The target feels guilty for not being helpful.

Note: at present, it isn’t clear which of these explanations best accounts for the research findings

Front 57

keys to the ditf strategy

Back 57

size of request, prosocial requests, time delay, who makes the request, size of the follow up request, who answers the door

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size of initial request

Back 58

The 1st request must be large enough to be rejected, but not ludicrous.

Front 59

prosocial request

Back 59

the strategy works best with prosocial causes

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time delay

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the 2nd request must follow right after the first one

Front 61

who makes the request

Back 61

the first and second request msut b made by the same requester

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size of the follow up request

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the second request must b unambiguously smaller than the first

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who answers the door

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ditf works best with exchange oriented ppl

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the thats not all tactic

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-But wait, there’s more…”
-The “that’s not all strategy” sweetens the deal.
-Free extras add perceived value to an offer.
-“Order now, and I’ll throw in…”
-Often combined with the scarcity principle.
“The first 20 callers will also receive…”
-Effectiveness is based on reciprocity and contrasting

Front 65

the lowball tactic or technique

Back 65

-Lowballing involves making an offer that sounds too good to be true. There are, however, hidden “strings” attached.
-Once the consumer is psychologically committed, it is hard to back out.
-A credit card has a low interest rate, but only for a few months.
-fine print in a low airfare ad (“restrictions may apply”)
-Effectiveness is based on psychological commitment and unfulfilled obligations

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the bait an switch tactic

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-An offer is made that seems too good to be true.
-When the consumer tries to buy the low-priced item, the item is no longer available.
-The strategy is common in retail sales.

Front 67

the disrupt then reframe strategy

Back 67

Disrupting and reframing is a diversionary tactic.

People want to help but the price or effort of the request causes them to reject it.

A quirky statement disrupts cognitive processing

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legitimizing paltry contributions

Back 68

-he strategy preempts potential obj
the strategy induces guilt if the target declines
-the stratey produces a large quantity of smaller donations
-donors ten to give far more than a penny however,

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the fear then relief strategy

Back 69

Similar to “good cop, bad cop: routine

Fear causes people to react with an “action plan”, once fear is relieved there is a period of relief, where we do mindless things, in this time people are more compliant.

Front 70

the happiness then disapointment strategy

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-An emotional see-saw from good to bad also increases compliance.
-The sudden withdrawal of positive emotion disrupts cognitive processing.

Front 71

compliance gaining

Back 71

chapter 11

Front 72

actions speak louder than words defining compliance gaining

Back 72

-a sub set of persuasion
-is intentional
-focus on behavioral conformity not jsut thoughts
-one of most important studiesof interpersoanl influence studies emphasize stratey eselectionand effectiveness
-5 types of compliance gaining strategies

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five types of compliance gaining strategies

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-rewarding activity
-punishing activity
-expertise
-activation of impersoanl commitments
-activation of personal comitments

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mazxwell and schmits 16 strategy taxonomy

Back 74

1. Promise of reward
2. Threat of punishment
3. Expertise (positive)
4. Expertise (negative)
5. Liking
6. Pregiving
7. Aversive stimulation
8. Debt
9. Moral appeal
10. Positive self-feeling
11. Negative self-feeling
12. Positive altercasting*
13. negative altercasting*
14. Altruism
15. Positive esteem
16. Negative esteem

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situational factors

Back 75

compliance gaining depends on - dominance, intimacy, resistance, personal benefits, rights, reational consequences, apprehension

Front 76

intimacy

Back 76

level of emotional attatchment

Front 77

resistance

Back 77

-likelihood of resistance

Front 78

personal benefits

Back 78

self benefit vs other benefit

Front 79

rights

Back 79

extent to which a persuader thinks request is warranted

Front 80

relational consequences

Back 80

-potential for long term effects on the relationship

Front 81

apprehension

Back 81

wen persuaders percieves nervousness in the sitch

Front 82

seeking compliance from stranger and intimates all used liking-interpersonal /long term

Back 82

more positive strategies, esp. regarding healthy habits
used threats to get them to quit smoking
less strategy variety
greater message adaptation

Front 83

seeking compliance from stranger and intimates all used liking-interpersonal-short term

Back 83

more positive strategies, esp. regarding healthy habits
less strategy variety
greater message adaptation

Front 84

seeking compliance from stranger and intimates all used liking-noninterpersoanl-long term

Back 84

greater strategy variety
less message adaptation,

Front 85

seeking compliance from stranger and intimates all used liking-noninterpersonal-short term

Back 85

more negative strategies (threats)
greater strategy variety
less message adaptation

Front 86

couplte types

Back 86

-traditionals
-seperates
-independents

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traditionals

Back 87

-hold conventional relationship values (stability, not spontaneity)
-exhibit more interdependence (physically & psychologically)
- avoid conflict

Front 88

seperated

Back 88

-hold ambivalent views of relationships
-exhibit the least interdependence
-avoid open marital conflict

Front 89

independents

Back 89

-hold nonconventional relationship values
-exhibit moderate interdependence, but not in -
-physical/temporal aspects of their lives
-Are more assertive when engage in some conflict

Front 90

compliance gaining for certain couples

Back 90

-traditionals
-seperates
independents

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traditionals

Back 91

discussed potential positive/negative outcomes of a course of action. Were open & used relationship as a basis of power.

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seperates

Back 92

didn’t identify with their partner or use relationship to gain compliance. Focused on negative consequences on non-compliance & tried to constrain the behavior of their spouses

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independents

Back 93

use a wide variety of power bases for compliance. They discounted & refuted their partners more. They debate each other intensely

Front 94

when trying to sabe a relationship

Back 94

-commitment
-allignment
-negativity
-harm

Front 95

commitment

Back 95

being loving & submissive; “I’ll do anything”

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alignment

Back 96

Alignment- demonstrating that your partner is taken

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negativity

Back 97

degrading your partner, making partner jealous, concealing your partner from others

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harm

Back 98

Harm- threatening or being violent someone who may come between you & your partner, or your partner

Front 99

power, legitimacy and politeness

Back 99

-power helps determine which compiance gaining strategy you choose to implement
-reward power,coercive, expert, legitimate, referent

Front 100

reward power

Back 100

Based on the ability to confer benefits, used when the compliance seeker has control over valued resources

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coercive power

Back 101

Based on the ability to inflict punishments or impose penalties

Front 102

expert power

Back 102

Based on perceived knowledge, expertise

Front 103

legitimate power

Back 103

Based on official rank, formal standing. (VP of a company)

Front 104

referent power

Back 104

Based on admiration, respect, regard (mentor, celebrity)

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politeness theory

Back 105

face refers to a persons self-image
-positive face-wen others like and or respect and approve of us
-negative face-our sense of freedom or autonomy
-wen making or declining a request both faces may b ttack

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persuaders and persuadees face need are

Back 106

-interdependant
-A source must adapt a message to a targets’ face needs.
-Threats to another’s face tend to decrease compliance.
-What about compliance between doctor & patient?
-Compliance based on similarity, expression of concern, there are gender differences

Front 107

individual characteristics and compliance gaining behavior

Back 107

-expressive design logic
-conventional design logic
-rhetorical design logic

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expressive design logic

Back 108

People who think communication is their chance to express how they think and feel without regard to appropriateness

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conventional design logic

Back 109

People who think communication is a game played cooperatively according to social norms. They express thoughts & feelings in an appropriate way.

Front 110

rhetorical design logic

Back 110

People who think communication’s purpose is to negotiate character, attitude, & selves. Every action has a purpose and an end goal. These people are proactive & use rational arguments.

Front 111

probs facing compliance research

Back 111

-Marwell & Schmitt (1967) had 16 typologies.
-Wiseman & Schenck-Hamlin (1981) criticized it for being created from previous theory instead of from real people
-They tested participants by giving them scenarios & asked how they would respond-thus 14 strategies
-Typology development became popular, Kellermann & Cole (1994) created 64
-Then they said typologies should be scrapped & research should focus on features of compliance gaining messages.

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the study compliance gaining goals

Back 112

dillard (2004,2008) created goals-plans-action theory
-primary goals- to influence another person. An employee wants a pay raise.
-secondary goal-influence people’s goals in compliance gaining situations The employee doesn’t want to work more hours.
-identity goals
-interaction goals
-Resource goals
-Arousal goals
-Plans-

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identity goals

Back 113

identity goals- maintaining your morals

Front 114

interaction goals

Back 114

- creating a good impression/behaving

Front 115

Resource goals

Back 115

maintaining relationship & increasing personal reward

Front 116

Arousal goals

Back 116

maintaining levels of arousal (keeping nervousness low)

Front 117

Plans

Back 117

The employee provides evidence demonstrating his/her higher productivity compared to other employees.

Front 118

dillards goals, plans, action model

Back 118

-5 typesof secondary goals
-identity
-interaction
-relational resource
-persoanl resource
-affect managment

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-identity

Back 119

Goals consistent with one’s own character

Front 120

-interaction

Back 120

Goals regarding facework, impression management

Front 121

-relational resource

Back 121

Goals involving relationship maintenance

Front 122

persoanl resource

Back 122

Goals to improve one’s own assets or standing

Front 123

-affect managment

Back 123

Goals about managing one’s mood, emotions

Front 124

Iconicity

Back 124

An image stands for the thing it represents (icon).
Uncle Sam is an icon for America.

Front 125

Indexicality

Back 125

-Images documenting events.
-Marines raising the flag on Iwo Jima, landing on the moon
-Advertisers associate brands with idealized lifestyles.
-LANDING ON THE MOON
-Syntactic Indeterminancy-

Front 126

Syntactic Indeterminancy-

Back 126

images lack logical operators, pics can’t convey “if-then” or cause-effect relationships

Front 127

Art as Persuasion

Back 127

Art used to further political/religious ends
Art provides social critiques.
Art can spark controversy.
Art increases awareness.
Controversial Art
danish, obama
-Bansky-Dorothy- art increases awareness by changing the conversation
-Art to increase awareness
-Lacy-3 Days in May
-Art increases awareness through participation
-Bilal- “Domestic Tension”
-The AIDS Memorial Quilt- the Names Project

Front 128

Socialist Realism-

Back 128

-when Soviet Union declared all art to be to be subservient to the state. Art used as political propaganda

Front 129

Cinematic Persuasion-

Back 129

-They have potential for mass suggestion
-Movies are told in a narrative form.

Front 130

Movies are told in a narrative form.

Back 130

-As stories which possess an aura of believability.
-When people watch a movie they don’t expect to be persuaded, they expect to be entertained- their guard is down
-Some films persuade intentionally or unintentionally. i.e. Crash (intentional) & Juno (unintentional)

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Acting Out

Back 131

-Cinema depicts Western values around the globe, some people/countries aren’t too thrilled with values portrayed
-Movie characters model risky behaviors.
-Positive social modeling
-Social Cognitive Theory-
-Cultivation theory-

Front 132

Movie characters model risky behaviors.

Back 132

-Alcohol abuse- Movies depict underage drinking and driving.
-Unsafe sex- 98% of movies with sex scenes make no mention of safe sex (Gunasekera & Chapman, 2005).
-Violence- Gratuitous violence is commonplace on the Big Screen.

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Positive social modeling

Back 133

*Finding Nemo normalized disabilities
*Guess Who’s Coming to Dinner tackled the subject of racial integration.
*Tomb Raider, the Terminator films, Resident Evil, and other films portray smart, tough, empowered female protagonists.

Front 134

Social Cognitive Theory-

Back 134

teens observe behaviors that are modeled in media & then imitate those behaviors. i.e. Project X parties

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Cultivation theory-

Back 135

the violence people watch, the more they think the world is mean & scary

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Promoting popular culture

Back 136

-Fashion
-Hairstyles
-Dance
-Lifestyles
-Slang and expressions
-Stories in film overlap with viewers’ experience.
Viewers may identify closely with a character.
Rocky, Rudy,

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Product placement

Back 137

-Apple has placed its products in more than 1,500 TV shows.
-James Bond movies always feature a cool car.
-Windex was the cure for everything in My Big Fat Greek Wedding.
-Brandchannel.com lists product placements in movies.

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product placement

Back 138

How much?
Who pays?
Visual Extravaganza:
Anti-advertising (sub-vertising):
Image-based advertising:
Shock ads

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how much?

Back 139

We see approx. 3,000 ads a day. At a cost of $200 billion per year spent on advertising/ $800 per person in U.S./$40 per person in all other countries combined

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Who pays?

Back 140

20-40% of our money paid for goods/services goes to advertising.

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Visual Extravaganza:

Back 141

advertisers use vivid/intense images to break through media clutter

Front 142

Anti-advertising (sub-vertising):

Back 142

commercials catered to people who distrust media & ads. Meant for a generation to hip to stoop to persuasive commercials.
Ex: anti-smoking commercial w/ cowboy

Front 143

Image-based advertising:

Back 143

companies creating positive associations between their products and an idealized lifestyle. Ex: BP, luxury clothing, cars

Front 144

Shock ads:

Back 144

sell products by being edgy & in your face.
Jetta “Safe Happens”
PETA
Reebok 50 cent “I am what I am

Front 145

Photo Journalism as Persuasion

Back 145

The myth of photographic objectivity

-Photographers manipulate

Front 146

The myth of photographic objectivity

Back 146

Photographs are not objective representations of reality.
Photography is a subjective medium

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-Photographers manipulate

Back 147

the subject matter
framing
perspective
lighting
composition
film (color, black & white)
camera angle
focus
contrast
which images to print
cropping
shutter speed

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subliminal influence

Back 148

People believe subliminal messages are popular in advertising, but they are not. They only appear as isolated pranks. Some Disney movies show images embedded in scenes.

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What Makes a Message Subliminal?

Back 149

-Sub=below the threshold
-Limen= human conscious
-An image that is flashed quickly is not subliminal, it’s supraliminal

Front 150

Types of Subliminal Stimuli

Back 150

Embedded images:
Sub-audible messages:
Electronically altered signals

Front 151

embeddeed images

Back 151

pictures or words that are hidden or flashed quickly (in 100ths of a second)

Front 152

sub-audible mssgs

Back 152

sounds or words that are too faint to be heard, or are played at extremely high frequencies

Front 153

electronically altered signals

Back 153

backward masking and other voice alterations

Front 154

The early years: An urban myth is born

Back 154

-James Vicary claimed to have flashed the words “eat popcorn” and “Drink Coca-Cola” on a movie screen.
-He claimed popcorn sales increased 58% and Coke sales increased 18%.
-Vicary’s experiment was never successfully replicated.
-He later acknowledged the study was a hoax.

Front 155

The Middle Years: Looking Harder, Finding Little

Back 155

more studies focused on imbedded images, imbedded images did not increase sales.

Front 156

Subliminal Priming

Back 156

subliminal stimuli can alter attitudes, emotions, & behavior in 3 steps
-results People who were primed with the word ‘salt’ recognized the word ‘pepper’ faster than people not primed with the word ‘salt’

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3 steps

Back 157

1. people view a masked prime #### (a string of characters covering a word)
2. the mask is removed & people view the prime (i.e. the word ‘salt’ would appear for .30 milliseconds
3. a target word is presented to cause you to think of the prime word (i.e. pepper).

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Limitations of Subliminal Priming

Back 158

The subliminal messages with results were conducted in highly controlled labs

Front 159

Sub-audible Messages

Back 159

-Subliminal self-help tapes; lower blood pressure, overcome fears, improve memory, lose weight
-There is no evidence that subliminal self-help tapes work, but the belief that they do does
-placebo effect
-What Advertisers Really Do
-Neurolinguistic Programming

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-placebo effect

Back 160

1 study gave participants 2 self-help tapes (1 to increase self-esteem & 1 to improve memory). The labels were switched, but people still believed they had increased in self-esteem or memory

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What Advertisers Really Do

Back 161

-Products go with favorable images & idealized lifestyles.
-15-30 products are inserted every 30 min on TV

Front 162

Neurolinguistic Programming

Back 162

-Claims to improve sleep, depression, memory
-Neurolinguistic programming (NLP) is a mix of linguistics (words), psychology, & hypnotism…no evidence for it
-a person’s unconscious mind determines how they’ll act by activating their primary representational system (PRS),which is reflected in the 5 senses.

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Sat-Music as persuasion

Back 163

-50% of TV and radio commercials include some form of music.
-Background music may enhance mood
-Music in advertising and sales
-Mere exposure effect-
-Music as a mnemonic device

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Music in advertising and sales

Back 164

Music reinforces a brand’s image. Chevy “like a Rock…”

Front 165

Mere exposure effect-

Back 165

McD’s “You deserve a break today…”

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Music as a mnemonic device

Back 166

State Farm “Like a good neighbor……is there”

Front 167

Background music

Back 167

affects the pace of shopping behavior. i.e. elevator music, enhances customers’ moods,
can improve task performance.

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weaponizing music

Back 168

-Interrogations have used music to weaken suspect’s resolve
--------------Barney the Dinosaur songs were used as a form o f “torture-lite.”
-Music has been used to deter loiterers
------Barry Manilow music was played to discourage -------teens from loitering in a park at night

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Aroma and persuasion

Back 169

-Smell is the one sense you can’t turn off.
-Smell and Communication Research
Few texts or articles on the role of fragrance by communication scholars
-Smell is rarely viewed as symbol usage.
-Smell and “real world” persuasion
perfumes, fragrance inserts
air fresheners
cleaners, deodorizers
ambient aromas

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The human olfactory system

Back 170

-Smell is our most primitive sense.
-Smell is part of the limbic system (emotional center of the brain).
-The nasal passage is “hard-wired” to the brain.
-People have poor smell vocabularies.
-Scents are often defined in terms of other senses (e.g., sweet, smoky, nutty, fruity)

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The role of smell in human relationships

Back 171

-By 4-6 weeks, infants can discriminate between their mother’s scent and a stranger’s (Russell, 1976; -Schleidt & Genzel, 1990).
-There are important cultural differences in smell, body odor.
-Almost everyone has experienced a situation in which a smell evoked a nostalgic memory.
-Preferences for smells are highly idiosyncratic, or individualized.
-There is probably no universal agreement on what smells good or bad.
---------Americans’ disdain for body odor
---------Cow dung as a hair care product in Africa
-Culture and social conditioning teach individuals what smells to like or dislike.
-----Liver and onions, meat cooking, ethnic foods
------Gender and smell: a double standard?

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The fragrance industry

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-The fragrance industry nets $20 billion annually.
-Naming or labeling a smell affects how the smell is perceived.
hence the sensual, exotic names given to perfumes
-The attractiveness of the container affects the perceived pleasantness of the smell.
-The fragrance industry is selling romance.
marketing themes associated with fragrances revolve around images of romance, intrigue, sensuality, sexiness.

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Fragrances and persuasion

Back 173

-No clear consensus on whether fragrances increase attraction or arousal
at best, scent is only part of the attraction equation
-Fragrance as a peripheral cue--may reinforce, alter, enhance affective responses
positive or negative mood states
recall of memories, experiences

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scents and persuasion

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-Aromas and moral behavior
-Helping behavior
-Driving behavior
-Medical applications of aroma

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Aromas and moral behavior

Back 175

(Liljenquist, Zhong, & Galinsky, 2009) People were more fair and charitable in a clean-smelling environment

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Helping behavior

Back 176

Baron (1997) Shoppers at a mall were more than twice as likely to help a stranger in the presence of pleasant odors like roasting coffee or baking cookies.

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Driving behavior

Back 177

Baron & Kalsher (1998) Driving performance was significantly improved in the fragrance condition

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Medical applications of aroma

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(Jellinek, 1994) pleasant aromas can reduce anxiety and stress associated with medical tests MRIs, CAT scans, etc.

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Caveats & qualifications

Back 179

-Smells are subjective:
-Fragrances can backfire.

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-Smells are subjective:

Back 180

- People don’t always agree on what smells good (liver & onions?).
-People may become desensitized to, or over sensitized, to smells.

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Fragrances can backfire.

Back 181

Job applicants whose resumes were fragranced were less likely to be called for an interview (Sczesny & Stahlberg, 2002).

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is persuasion in general unethical

Back 182

negative stereotypes
idealistic view
feminist view
-Note, that all of these views are persuasive in and of themselves.
-A person who is attempting to convince others that persuasion is unethical is persuading.

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neg stereotypes

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persuasion as “sophistry,” including deceit, beguilement, trickery

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idealistic view

Back 184

persuasion as “manipulation,” getting others to do our bidding

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feministi view

Back 185

persuasion as a “masculine,” “patriarchal” practice

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Ethics, culture, & central vs. peripheral processing

Back 186

Central processing is based on:
Peripheral processing is based on:

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Central processing is based on:

Back 187

-thought, reflection, deliberation
-scrutiny of message content
-high level of receiver involvement

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Peripheral processing is based on:

Back 188

-mental shortcuts such as credibility, images, ----appearance-based cues
-emotional processing
-low level of receiver involvement

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Ethical questions that can’t be answered

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-In controversial issues the study of persuasion can’t tell you what side of the fence to be on or what means are bad/good…so researchers look to religious leaders, moral philosophers, & the judicial system

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Approaches to Ethics

Back 190

Consequentialism/ teleological ethics:
Situational ethics/relativism:
Universalism:
Egalitarianism:
Free market ethics:
Utilitarianism:

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Consequentialism/ teleological ethics:

Back 191

emphasizes consequences

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Situational ethics/relativism:

Back 192

no moral absolutes, good & bad forms of persuasion depend on the situation & the people involved

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Universalism:

Back 193

there are universal do’s and don’t’s

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Egalitarianism:

Back 194

golden rule

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Free market ethics:

Back 195

based on capitalism, caveat emptor (let the buyer beware)

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Utilitarianism

Back 196

based on the greatest good for the greatest # of people. i.e. balancing the needs of many w/ the needs of one.

Front 197

Characteristics of Ethical Influence

Back 197

Intentionality:
Conscious awareness:
Free choice, free will:
Language & symbolic action:

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Intentionality

Back 198

some say only intentional attempts count as persuasion

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Conscious awareness:

Back 199

when all parties are aware of persuasion attempts is much more ethical (pure vs. borderline persuasion)

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Free choice, free will:

Back 200

some borderline persuasion involves coercive strategies=unethical

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Language & symbolic action:

Back 201

persuasion is used through verbal/print words & symbolic actions such as protests

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Persuaders as Lovers

Back 202

-Brockriede’s types of arguers
-seducers
-rapists
-bunglers
-smugglers
-sleuths
ethical influence
-repect
-equality
-tolerance

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seducers

Back 203

use charm deception, flattery, beguilement

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rapists

Back 204

use force, coercion, threats, ultimatums

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bunglers

Back 205

squander their prospects for influence by choosing ineffective methods

Front 206

smugglers

Back 206

know what they’re doing & rely on unethical means

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slueths

Back 207

like detectives; will analyze persuasive strategies

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respect

Back 208

Reaffirming the other’s self worth
Treating another with dignity

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equality

Back 209

Equal status, shared goals

Front 210

tolerance

Back 210

Respecting differences of opinion
Remaining open to new ideas

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Ethics & Communicator Characteristics

Back 211

-What ethical guidelines should be followed when attempting to persuade highly vulnerable audiences?
Children
Elderly
Poor, inner-city residents
Immigrants, non-English speakers

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Ethics & Fear Appeals

Back 212

Glassner at USC, claims Americans are bombarded with fear appeals.
Fear of terrorism
National health insurance and “death panels”

Fear of immigrants taking jobs, jobs being outsourced overseas
Fear of crime, violence
Fear of lack of health care coverage
Scary diseases

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When is banning persuasion ethical

Back 213

-Should some forms of persuasion be banned?
Hate speech?
Cyber-bullying?
KKK rallies?
Abortion clinic protestors?
-is there a right to avoid influence attempts?
Telemarketing
Spam
Aggressive panhandling

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Is the use of coercion ever be ethically justified

Back 214

A child is forced to get a vaccination by his or her parents
a psychotic or delusional person is forcibly restrained so he/she won’t harm him/her self or someone else
the “ticking bomb” scenario: using torture to save lives?

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Alcohol advertising in the inner city

Back 215

-African-American communities are targeted by the alcohol and tobacco industry.
-Billboards: 55%-58% of inner city billboards carried cigarette and/or alcohol ads compared to only 34% in more affluent areas.
-Magazine ads: Black youths were exposed to 66% more beer and ale ads and 81% more distilled spirits magazine advertisements in 2002.
-Radio ads: Blacks youths heard 12% more beer advertising and 56% more ads for distilled spirits than non-African-American youth.

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Marketing alcohol to underage drinkers

Back 216

-On average, young people view 2,000 beer and wine commercials per year.
-Alcohol ads outnumber anti-drinking ads by 50 to 1.
-The Center on Alcohol Marketing and Youth (CAMY) found that alcohol ads aired on 13 of the 15 most popular teen shows

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Common criticisms of advertisers/marketers

Back 217

-Advertising makes us believe there is a quick fix for life’s problems.
-Advertising panders to our desires for things that are bad for us.
-Common responses to criticisms

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Common responses to criticisms

Back 218

-Consumer stupidity is not the fault of advertising.
-Economic Darwinism: bad products won’t survive no matter how good the advertising.
-The FCC and other watchdog groups already regulate advertising.

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Advertising and body image

Back 219

Media depictions of the ideal female body type create body dissatisfaction and eating disorders in women.
today's models generally weigh 23% less than the average woman.
the average American model is 5'11" tall and weighs 117 pounds.
the average American woman is 5'4" tall and weighs 140 pounds.

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Motivational Appeals

Back 220

Definition: “external inducements, often of an emotional nature, which are designed to increase an individual's drive to undertake some course of action" (Gass & Seiter, 2011).
-External inducement
-Motivational appeals

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External inducement

Back 221

incentive separate from the substance of the message itself

Front 222

-Motivational appeals

Back 222

: attempts to jump start someone’s drive to do something. External incentive for performing an action

Front 223

What are motivational appeals

Back 223

-extrinsic motivation
-intrinsic motivation

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extrinsic motivation

Back 224

(instilled by outside factor) vs.
i.e. working for food/bills “working to live

Front 225

intrinsic motivation

Back 225

(drive that comes from within)
i.e. working b/c it satisfies your need for conquest & to feel in charge “living to work”

Front 226

Logical versus emotional appeals

Back 226

-Aristotle classified these 2 appeals as separate influences. Studies suggest there is a fuzzy distinction
-Pathos is based on passion & emotion.
-However…people aren’t strictly rational.
When people agree with a message, they believe it is more logical and “rational.”
when they disagree with a message, they think it is more “emotional.”

Front 227

XX-Logical versus emotional appeals: A false dichotomy

Back 227

The copier study
For smaller requests, the appearance of reason giving is sufficient.
For larger requests, actual reasons are more effective.

Front 228

types of motivational appeals

Back 228

fear
guilt
pity
sympathy
loyalty
generosity
devotion
kindness
compassion
dedication
patriotism
pride
honor
sex
love
hope

Front 229

Fear Appeals

Back 229

-What fear appeals did our parents raise us with?
Fear Level or Intensity: The Goose bump Factor
Mild fear appeals are more effective, however, researchers agree that the relationship between fear intensity & persuasion is positive & linear
The more fear you feel, the more vulnerable you are

Front 230

The Extended Parallel Processing Model

Back 230

-Kim Witte's EPPM - an appeal arouses fear, the receiver can do 2 things; engage in danger control or fear control
-danger control
-fear control
-perceived efficacy is crucial for actual efficacy

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danger control

Back 231

The receiver concentrates on ways of reducing the danger.

Front 232

fear control

Back 232

The receiver focuses on fear itself, and becomes anxious, panicky.
Effective fear appeals trigger danger control, rather than fear control.

Front 233

perceived efficacy is crucial for actual efficacy

Back 233

-The receiver thinks the recommended action is perceived as both effective and feasible to avoid the danger.
-response efficacy
-self efficacy

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response efficacy

Back 234

“It will work.” when the person thinks an effective response is available for them to utilize

Front 235

self efficacy

Back 235

“I can do this.” when the person realizes that they can carry out the action available to them

Front 236

Appeals to Pity & Guilt 274

Back 236

-Jerry Lewis & MDA Telethon story p.274
-Can we fundraise for charities for people in need without using pity/guilt?
-Eayres & Ellis (1990) showed participants posters of children with disabilities. Some posters showed children in a positive light, some posters showed children in need. Participants were more willing to donate when a child was portrayed in need.
-Feelings of guilt increase compliance. What may we feel guilty about?
http://www.youtube.com/watch?v=rM7Vfe0UJ-E PEDIASURE
Read Funeral Home Persuasion Box 13.1 p.275
People’s emotional reactions to others’ stigmas depends on if the stigma was controllable or not (drugs, obesity, AIDS

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Sat-Humorous Appeals

Back 237

-Humor is in 21-48% of advertising. 1 in 5 commercials contains humor
-Humor can consist of a pun, satire, anecdote, innuendo, irony, metaphor, slapstick, jokes, or self-disparaging humor
1. Humor captures attention
2. Humor is a distraction;
3. Humor increases liking

Front 238

Humor captures attention

Back 238

& breaks through media clutter, & functions as a peripheral cue.

Front 239

Humor is a distraction;

Back 239

Smiling or laughing disrupts cognitive processing & suppresses critical thinking. Participants who listened to late night comedians (i.e. Leno/Letterman) were less likely to scrutinize important statements they made

Front 240

Humor increases liking

Back 240

; makes persuader seem friendlier & reduces psychological reactance.
Related humor (is within message), unrelated (humor offered in a stand-alone act). Humor increases trustworthiness, but decreases perceived competence. Also read Humor as Social Proof

Front 241

Pride and Patriotism

Back 241

-Flag waving works-patriotic ploys work when used effectively. i.e. candidates standing next to veterans, Pres. Obama scrutinized for not wearing a pin flag on his lapel
-Seiter & Gass (2005) compared tips between waiters who wrote ‘United We Stand’ vs. ‘Have a Nice Day’…United won
-Caveats

Front 242

Caveats

Back 242

Pandering to patriotism may backfire. Campaigns work as long as it doesn’t seem as though the company is ‘cashing in’

Front 243

For Mature Audiences

Back 243

-Grand theft auto & sex appeal to younger kids
-The use of overt sex appeal has increased considerably
-Half of all print ads depict women as sex objects.
Brooks Shields was 15 when she appeared in
Calvin Klein jean’s ads.
The Miller Lite “catfight” commercial featured two busty women wrestling.
Paris Hilton was scantily clad in a Carl’s Jr. commercial.
Males are increasingly being objectified as well.
Sex in the City
The Cougar
Desperate Housewives

Front 244

How Sex Sells

Back 244

-Sex appeals serve as peripheral cues
-Sex appeals use"post hoc“ reasoning
-Caveats & Cautions

Front 245

-Sex appeals serve as peripheral cues

Back 245

Meant to invoke an emotional response from viewer

Front 246

Sex appeals use"post hoc“ reasoning

Back 246

If you use product X you will be more sexy.
If you use product X, other sexy people will be attracted to you

Front 247

Caveats & Cautions

Back 247

Resentment; sexual stimuli are used in ads for women, but if perceive the ads as sexist, then the ad will backfire.

Backlash- Carl’s Jr. advertisements were highly scrutinized. Sex appeals don’t work in the professional field
Distraction- if sex appeal is too overt, people may not notice what product the appeal is meant to be promoting

Front 248

Warmth Appeals

Back 248

-Aaker & Stayman (1990): more than 1 in 5 prime-time commercials include warmth.
-Services: State Farm, "Like a good neighbor..."
Food: Pillsbury Doughboy, “Nothing says lovin’ like something from the oven”
Products: Snuggles fabric softener
Restaurants: Olive Garden, “When you’re here, you’re family.”
real-estate terminology:
Remax
rustic
cozy
charming

Front 249

Warmth in face to face compliance gaining

Back 249

-sales
-immdediacy behaviors

Front 250

sales

Back 250

Car sales (calling customer by first name, establishing rapport)
food-servers (smiling, introducing oneself by name, touch)
smiley faces on receipts

Front 251

immediacy behaviors

Back 251

hugging
smiling
nodding approval
pat on the back

Front 252

Ingratiation

Back 252

-Types of Ingratiatory Behavior-using flattery as a motivational inducement
-other enhancement
-opinion conformity
-self-presentation

Front 253

other enhancement

Back 253

paying compliments, engaging in flattery
the 3rd party strategy: “Gus said you are his favorite teacher!”

Front 254

opinion conformity

Back 254

agreeing with another's opinions and statements
initially disagree, then yield, strategy: “Now that I think about it, you’re right.”

Front 255

self-presentation

Back 255

self-promotion, bragging or self-aggrandizement
example: "I wish I could play golf with you, but I'm helping at the homeless shelter this weekend."

Front 256

How does ingratiation work

Back 256

-liking
-similarity
-social labeling

Front 257

liking

Back 257

: ingratiatory behavior tends to increase liking, attraction, & perceived competence

Front 258

similarity

Back 258

ingratiatory behavior tends to increase perceptions of similarity, perceived commonality.

Front 259

social labeling

Back 259

the target tends to “live up to” the positive label bestowed on him/her.

Front 260

Techniques for effective ingratiation

Back 260

Brown-Nosing 101
Make the praise credible.
Praise an attribute about which the target is insecure.
Be discerning.
Make sure the praise is not merely seen as normative.
Avoid the negative effects of praise.

Front 261

Mixed Emotions

Back 261

Other appeals; honor, youth, beauty, shame, freedom, environment. Almost any human drive can be used as an appeal
http://www.youtube.com/watch?v=S_vVUIYOmJM FotoShop
good cop/ bad cop; threat + promise

guilt + pity; for charities

sex + pity; (Penthouse and PETA ads)