When does fear persuade?
Fear then relief- distracts people Fear is effective when provides a specific remedy to deal with fear High self-esteem: danger control Low self esteem: fear control Blowing fear out of proportion: when risks are l
Source factors: Liking
Trigger feature fixed action sequence Liking compliance with request
Example: Tupperware parties, Shakelee What will compliance professionals use to increase your liking of them?: physical attractiveness, similar
Source factors: 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-
Forewarning and Inoculation theory
Effects of forewarning
Forewarning increases counter-arguing when message is important Forewarning increases defensiveness and biased cognitive responses, when person has time and ability to prepare rebuttal Red
Heuristic Systematic model: another dual process model of attitude change
Heuristic vs. Systematic processing
Heuristic processing Systematic processing Low confidence Sufficiency threshold
Heuristic processing Lo
Why are attitudes hard to measure?
Not directly observable People may misrepresent their attitudes People may not have a clear idea what their attitudes are Implicit attitudes (unconscious)
Why measure attitudes?
Social proof and attitude change
Social proof and persuasion
Trigger feature fixed-action pattern
Social proof Must be good if everyone else is doing it
"fastest-growing" "largest selling" "most popular"
Uncertainty and similarity increase pe
Not directly observed Learned evaluation of an object that influences thought and action Cognition, affect, behavior Values Beliefs
sum of (beliefs and evaluation of each belief)
Communication Campaigns Lecture 3
rely on argumentation, slogans and emotional appeals to mold public attitudes and change public policy
mass appeal non-commercial benefit persuade and motivate behavior changes Interperso
Persuasion myths and mindless automatic compliance
Persuasion 368 Lecture 2
Fixed action pattern: trigger feature
Compliance trigger features
We have trigger features that work to our advantage, except when exploited by compli
What is persuasion?
Anything that deliberately attempts to change your attitude towards an issue or object. Attitude: global evaluation of an object or issue- influences thought and behavior. Different from social influence
Scarcity as a persuasive technique
Trigger feature fixed action sequence Scarcity increased desire for scarce object Scarcity principle: opportunities seem more valuable to us when their availability is limited Losses loom larger to u