Persuasion10ov - no vested interest. Viral marketing People...

Info iconThis preview shows pages 1–9. Sign up to view the full content.

View Full Document Right Arrow Icon
Source factors: Credibility
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Credibility Authority: based on rewards and punishments or perception of Credibility: target’s perception that source is a good source of information; unbiased Basis of credibility: expertise; lack of vested interest- trustworthy
Background image of page 2
Expertise Knowledge or ability about topic of persuasive communication Be wary of “false” experts- people use because they appear to have expertise Ask: “Is the person really an expert or someone who is merely used because of celebrity status?” “Is expert unbiased?”
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Richard Karn: actor or home repair expert? The Little Giant is the safest, strongest, most versatile ladder in the world!" -- Richard Karn & Robin Hartyl
Background image of page 4
Trustworthiness and goodwill Trustworthiness: Honesty, integrity Goodwill: having target’s best interests at heart; lack of vested interest; nothing to gain People are skeptical and tend to counter argue when someone has vested interest, but less likely to counter-argue source with
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 6
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 8
Background image of page 9
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: no vested interest. Viral marketing People who promote product have no vested interest in product- this increases their credibility Shill or undercover marketing Assume someone has no vested interest in promoting product, but they actually do This pretense of no vested interest increases their credibility People are less likely to counterargue Note: Trustworthiness of the person is increased and perception of bias decreased when you think person is NOT trying to influence you Manufacture of credibility Pseudo-events: planned events intended to promote person or product but not in an explicit way (not explicitly trying to influence you); often uses social proof Example: Scion Example: Trump Example: Nixon and the silent majority Knowledge bias Knowledge bias: presumption that communicator is biased due to their background, gender, age, ethnicity, religion, etc....
View Full Document

This note was uploaded on 03/30/2008 for the course COM ARTS 368 taught by Professor Vanswol during the Spring '08 term at Wisconsin.

Page1 / 9

Persuasion10ov - no vested interest. Viral marketing People...

This preview shows document pages 1 - 9. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online