Transcript PERSUASION
PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN Ceveats Persuasion is an interesting topic, but Do not expect to learn how to “mess with people’s minds.” To do that, consider taking a presentation in Voodoo or witchcraft. The ethical debates Is persuasion a loaded gun? Is persuasion bad ? Applied areas, such as advertising, will be discussed briefly toward the end. Influence Strategies Legislation – Exerting influence by prescribing and enforcing desired behavior. Coercion – Threatening severe punishment for noncompliance. Subterfuge – Subtle ploys that induce people to engage in the desired behavior; e.g., foot-in-the-door technique. Circumvention of awareness – Avoiding conscious opposition by such measures as hypnosis, subliminal instructions, conditioning, affect transfer. Promotion – Offering inducement for desired behavior; e.g., free bus ticket, sale. Persuasion – Influencing behavior by changing privately held beliefs and attitudes; e.g., persuasive communication. Facilitation – Promoting strategies and training designed to help people carry out intended behaviors. What is Persuasion? Persuasion Influencing behavior by changing privately held beliefs and attitudes; A group of tactics using information, as well as the qualities of the sender and receiver of that information to influence the other party's positions, perceptions, and opinions; Persuasion is everywhere.. What is Persuasion? "Your ability to persuade makes the difference between success and failure, a sale or a call-back, romance or frustration. Why should you make getting what you want a game of chance?" ~ David Baron Persuasion attempts to win "the heart and mind" of the target Conceptions of Attitude “An attitudes is a complex of feelings, desires, fears, convictions, prejudices or other tendencies that have given a set of readiness to act to a person because of varied experiences” (Chave, 1928). “Attitude is the affect for or against a psychological object” (Thurstone, 1932). “Attitude is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object” (Fishbein & Ajzen, 1975). Psychological Objects: Examples Attitude toward ... Protecting the environment Russia Abortion My job Buying Microsoft shares Turks Concern for one’s health Versus Attitude toward ... Recycling Immigration from Russia Abortion in case of rape My employer Microsoft Admitting Turkey to the EU Working out at the gym Distinctions Attitude: Evaluation of a psychological object. Can be viewed as a priming mechanism that creates readiness to respond in a favorable or unfavorable manner toward an object. Versus ... Belief or opinion: Subjective association between a psychological object and some attribute. Example: Smoking cigarettes (the object) causes cancer (the attribute). Affect: Somatic system with an arousal component. – Emotions: Concrete object of reference (anger, fear). – Moods: Generalized affect without a clear object of reference (sadness, happiness). Motivation: The desire to attain a certain goal. Attitude vs. Beliefs Attitude toward an Object Attitude is defined as readiness to respond to a psychological object with some degree of favorableness or unfavorableness. – negative ---------------------------------------------------------------------------- positive + Beliefs about an Object A belief is the subjective probability that an object has a certain attribute. Example Object Genetically modified food Attributes is nutritious causes cancer reduces the need for pesticides poses a danger to the food supply etc ... Cognitive-Affective Model - Attitude + - Cognition + - Affect + Beliefs Feelings The Tripartide Model of Attitude (Rosenberg & Hovland, 1960) – Attitude + – Cognition + – Affect + – Conation + Mutual Causation Model Eagly & Chaiken, 1993 Cognitive Processes Affective Processes Behavioral Processes – Beliefs + – Attitude + – Feelings + – Actions + Causal Chain Model Fishbein & Ajzen, 1975 Beliefs (Cognitions) Attitude (Evaluation) Intention (Conation) Behavior (Action) Other Additive Factors Personality traits Ability Motivation Attitude Habit Needs Social pressure Other attitudes Behavior Leverage Factors in the Persuasion Process Message Factors Message content Message srtucture Persuasive style Initial Attitude (position) Resultant Attitude (position) Source Factors Credibiility Attractiveness Target factors Attending to other Resisting the Other’s arguments Central Route Peripheral Route Context Factors Reciprocity Commitment Social proof Use of reward and punishment Location in a structure Characteristics Of Messages Message Content Message Structure Persuasive Style Message Content : Facts and topics to be covered Make the offer attractive to the other party Frame the message so the other party will say yes Make the message normative Suggest and agreement in principal Don Corleone: I'm gonna make him an offer he can't refuse. Message Structure How the facts and topics should be arranged and organized Message order One- and- two sided message Message components Repetition Conclusion Persuasive Style: Delivery Style How the message should be presented Encourage active participation Use metaphors Incite fears Create distractions Use more intence language Violate the receiver’s expectations Fear-Drive Model Attitude Change (Janis & Feshbach, 1953) Amount of Fear Narrative Review of 27 Fear-Appeal Studies (Higbee, 1969) Conclusions “Some studies have indicated a negative relationship between fear level and persuasion, others have found no relationship, and others have yielded mixed findings.” • (Most recent studies have found a positive relationship.) “Few of the variables which have been studied have been found to interact with fear level consistently enough to account for inconsistencies in past studies.” Characteristics of Sources Source Credibility Personal Attractiveness Source Credibility Personal reputation for integity ‘Benefit of the doubts’ first impression Intention to persuade Use or minimize Status differences. Appearance and self- presentation Associates Perceived expertise Persistence and tenacity Personal Attractiveness Friendliness Compliments Attractiveness Helping the other party Perceived similarity Emotion Uğur Dundar’s Chicken Resque Operation Characteristics of Receivers Attending to Other Exploring or ignoring the others positions Resisting the other’s ınfluence Attending to Other Make Eye Contacts Adjust your position Non verbally encourage or discourage what the other say Exploring or ignoring the others positions Selectively paraphrase Reinforce points you like in the other party’s proposals Resisting the other’s ınfluence Make a public commitment Inoculate yourself against the other party’s arguments Context Factors Reciprocity Commitment Social Proof Use of reward and punishment Persuasion in Cartoons Persuasion in Cartoons Persuasion in Cartoons Persuasion in Cartoons Power of Advertising: Overwhelming? Body Image: Super-thin models, “heroin look”. • Sources: Magazines, TV shows, movies, fashion shows. Cigarette use by teens: Marlboro Man, Joe Camel. Obesity: McDonald’s and other fast-food chains. Consumerism: Promotion of spending. Advantage to large companies with big advertising budgets … ? Models of Advertising Effectiveness: Price of Product 1600 1400 Sales Volume 1200 Advertising No advertising 1000 800 600 400 200 0 Price Sales Volume Models of Advertising Effectiveness: Time 500 450 400 350 300 250 200 150 100 50 0 Campaign ends Campaign begins Time Sales Gain Models of Advertising Effectiveness: Advertising Weight (Number Ads, Advertising Budget) 500 450 400 350 300 250 200 150 100 50 0 Threshold Weight Change in Sales as a Function of Change in Advertising Budget (Ackoff & Emshoff, 1975) Budweiser Beer 20 % Change in Sales 15 10 5 0 -5 -100 -50 0 50 100 150 -10 -15 -20 % Change in Advertising Budget 200 Functions of Advertising Most important: Introduce / inform about a new product (e.g., direct marketing). Helps companies sell their products. Benefits economy. Gain market share: Much more difficult. Benefit to economy less obvious. Issues in Advertising Continued reliance on discredited Hovland approach. • Source credibility – “doctors”, “overheard” endorsements. • Source likeability – endorsement by well-known personalities. • Audience factors – market segmentation by demographics, etc. Uncertainty regarding use of peripheral vs. central approaches (long before ELM). • New products often introduced by central route. • For many products (e.g., soft-drinks, difficult to come up with strong arguments – but, example of 7-Up). Peripheral Route? Central Route? Mind Engineer Let’s see how the commercials are analysed That’s It !!! Thanx for your ATTENTIONS & TOLERANCE.