Transcript Robert H. Gass & John S. Seiter Persuasion Social Influence

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N ATURE OF P ERSUASION


We are surrounded by persuasion

Obvious or intentional persuasion

Nonobvious or accidental influence
Persuasion is an “art” and a science

People can be stubborn, unpredictable

Even the most well-funded, well-designed
persuasive campaigns may fail
P ERVASIVENESS
2
OF
P ERSUASION

Advertising spending is expected to
increase in 2010 to $162 billion per year.
(Magna, 2009)

The average person is exposed to 300400 persuasive messages per day from
the media alone (Rosseli, Skelly, &
Mackie, 1995)

The average person is exposed to 3001500 advertising messages per day
(Jones, 2004)

The average person watches 1,000
commercials per week (Berger, 2004)

An average of $800 per person is spent
on advertising in the U.S. each year
(Berger, 2004)
Image courtesy of www.freefoto.com
VARIETIES OF PERSUASION
3

Anti-war
persuasion:
Getting naked for
peace

Billboards

Celebrity
endorsers

Infomercials

Logos, insignia

TV commercials

Merchandising

Print ads

Product
placement

Spam, pop-up ads

Sponsorship

Telemarketing

Social media
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T HE P OSITIVE S IDE
P ERSUASION


OF
Persuasion is not a dirty word

Persuasion is a powerful, positive social force

Persuasion is necessary, essential to human
interaction
Persuasion is our friend

Essential to public health awareness
campaigns

Crucial for charities, philanthropic
organizations

Useful for motivating and inspiring people
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P ERVASIVENESS
 Buzz
marketing
illustrates the
pervasiveness of
persuasion
 In
addition to
traditional media,
persuasion relies on:
 Viral
marketing
 Word
of mouth
marketing (WOM)
 Social
media marketing
OF
P ERSUASION
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P ERVASIVENESS
Persuasion
Sciences
in the
 Scientists
are
actively involved in
persuasion

Over theories and
paradigms

Over methodologies
and research findings

Over grants and
funding
OF
P ERSUASION
Persuasion
Arts
in the
 Artists
seek to shape
public opinion in and
through their work

Picasso’s Guernica
(1937) offers a moral
indictment of war

Movies can change
attitudes, alter beliefs,
increase awareness
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P ERVASIVENESS
OF
P ERSUASION
 Nonobvious
Contexts for
Persuasion
 Bumper
 12
stickers
step programs
 Intercessory
prayer
(3rd party)
 Plays
and musicals
 Panhandling
This homeless person is using humor/satire
as a panhandling strategy (photo by John
Seiter)
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P ERVASIVENESS
 Weird
Persuasion
 Dish
Texas and buzz
marketing
 William
Shatner’s
kidney on eBay
 Acne
lights to deter
teen loitering
 Barry
Manilow
music to deter
loitering
OF
P ERSUASION
P ERVASIVENESS
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
OF
P ERSUASION
Persuasion in interpersonal contexts

Most influence attempts occur in the
interpersonal arena

Persuasion is most effective in face-to-face
contexts

Less obvious or overt

Harder to say “No” in person

Easier to analyze, adapt to one’s audience
T HE I NSTRUMENTAL F UNCTION
OF P ERSUASION
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
Improving one’s own persuasive abilities

The ability to persuade is a form of
communication competence

Communication competence requires
effectiveness and appropriateness

Like any skill-set, persuasive skills can be
improved through training and practice
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T HE K NOWLEDGE F UNCTION

Gaining a better understanding of
how persuasion works

Overcoming habitual persuasion:

Individuals are often unaware of
their own habitual, reflexive patterns
of persuasion.
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T HE D EFENSIVE F UNCTION
 Becoming
a more savvy,
discerning consumer of
persuasive messages
 Being
less likely to
succumb to high
pressure sales tactics
 Exposing
unethical
strategies and tactics
T HE D EBUNKING F UNCTION
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

Dispelling folk-wisdom, false
stereotypes, and “common-sense”
misconceptions about persuasion

gaze avoidance is not a reliable sign of
deception

Subliminal influence is not effective
Learning about non-obvious, counterintuitive research findings

The “logic” versus “emotion” distinction
represents a false dichotomy
E THICAL C ONCERNS
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
The study of persuasion is fraught with
ethical concerns.

Little of the good in the world could be
accomplished without persuasion.

Not studying persuasion, won’t make
persuasion go away.

People who claim that persuasion is
manipulative are themselves taking a
persuasive stance.