lecture10f06

lecture10f06 - 1 Attitude Change and Persuasion The Lost...

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1 Attitude Change and Persuasion The Lost Art of Persuasion In Ancient Rome and Greece, people learned how to persuade others Today, only ____ students receive this kind of education, which leaves many of the rest of us vulnerable Information Overload This is particularly bad when you consider the daily assaults on our will TV, radio, print media, now the Internet – all try to “persuade us” We simply cannot avoid the constant efforts to persuade us to change our opinions, our behavior, and most of all… TO BUY! Professional Persuaders Advertising is enormously successful Telemarketing is, too How do they do it? Today we’ll examine persuasion strategies – Knowing what the pros know allows us to become more sophisticated consumers (and persuaders) Classical Conditioning (CC) • The goal is to ________ two things together that were previously not linked • Involves repeated pairings of unconditioned stimulus (UCS) with the conditioned stimulus (CS) • Remember Pavlov’s dogs? (________ = meat; _______ = bell) The link created between meat and bell led the dogs to salivate at the sound of the bell Workers’ Slogan research Similarly, you can be more persuasive if you pair your message with pleasant things In the 1930’s, people attending worker’s rallies signed up to volunteer more often when the slogans were paired with a free lunch, compared with the smell of rotting fish
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2 Advertising and CC Advertisers use CC to get you to pair their product with other pleasant things, like… Sex Freedom Having fun Advertisers Also Target Basic Human Needs Maslow’s hierarchy of needs (Self-actualization, status and self-esteem, love and belonging, safety and security) Need for ___________________ Pepsi Generation “Wouldn’t you like to be a Pepper, too?” “Reach out and touch someone” (AT&T) “At Saturn, we treat you like family” Which need is being targeted? Need for ___________________ Michelin’s ad campaign showed kids inside of their tires Which need is being targeted? Need for ___________________ BMW ads pairs Powerful, Unique, and Inspiring with their cars Which need is being targeted? Need for ___________________ “Be all that you can be” (U.S. Army) “Where do you want to go today?” (Microsoft) These ads imply that the product can help you achieve all of your goals and dreams Which need is being targeted?
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3 Desire for _____________ Advertisers also sometimes emphasize that their product is “not for everyone” Of course, advertisers really want millions of people to buy their product Volkswagon VW’s campaign – “Drivers Wanted” Apple Computers Emmy-winning campaign – “Think Different” Summary By using CC principles, and targeting basic human needs, advertisers are very successful persuaders Social psychologists have also contributed to consumer research – let’s
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This note was uploaded on 08/21/2008 for the course PSYCH 321 taught by Professor Kilianski during the Spring '08 term at Rutgers.

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lecture10f06 - 1 Attitude Change and Persuasion The Lost...

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