07 Persuasion & Social Influence (1) - 07 Persuasion Social Influence 1

07 persuasion social influence 1

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Unformatted text preview: Persuasion & Social Influence Persuasion Persuasion – the Source Persuasion Similarity & familiarity Similarity Experiences, demographics, mannerisms, Experiences, appearance/clothing appearance/clothing Likability, charisma Cooperative behavior Demonstrating agreeableness Demonstrating No conflict of interest Or, against own interest Or, own Authority figure/expert Authority The Audience The Personality Need for cognition – strong arguments Self-consciousness/self-monitoring Brand names, styles, celebrities Motivation Personal relevance Distraction & fatigue “Dilution effect;” “ego depletion;” automatic Dilution processing processing The Audience The Age Young adults more “open” (information, Young attitudes, experiences), older adults most resistant resistant Intelligence Moderate levels of intelligence most easily Moderate persuaded persuaded Resisting Attitude Change Resisting Source derogation Inoculation Rehearse counterarguments Situational factors: Forewarning of intent to persuade Forewarning of position of the message Compliance strategies Compliance Conditioning - Association with a positive Conditioning mood/affect mood/affect Flattery Negative affect – moderate works well Compliance Strategies Compliance Norm of reciprocity Consistency Consistency Hare Krishna donations Hare Free samples Door in the face “That’s not all” Compliance Strategies Compliance Scarcity “Hard to get” valuable heuristic Hard Deadline technique Reactance Norm of reciprocity Compliance Strategies Compliance Commitment to a cou...
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