Persuasion

1. Persuasion Chapter 7

2. What is persuasion? Persuasion: �the process by which a message induces change in beliefs, attitudes, or behaviors� Key components: Who Says what To whom

3. who What sorts of people are in ads?

4. who

5. who

6. who

7. who

8. Patterns? People in ads tend to be at least one of these: Attractive Similar to us Credible

9. Why attractive people? We like attractive people We�re more persuaded by people we like We want to be like attractive people

10. Why similar people? We like people who are similar to us If someone who is like us likes product XX, chances are we will like it too

11. Why credible people? Credibility comes from expertise and trustworthiness Expertise: doctor, dentist, someone who plays a doctor on tv No hesitation in speech Trustworthiness Faster speech Talking against own self-interest Admitting you�re wrong �overheard� ads

12. Forgetting the source Sleeper effect: �a delayed impact of a message that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it�

13. Says what Scarcity matters: E.g., �only a few left in stock� Personalization matters: E.g., more response rate to questionnaires if they have a personalized post-it on them More tips for waiters if the waiter giving the mint to the customer seems more personal (not just given with the check)

14. Says what A reason helps: E.g., because and copy machine study Rhyming helps: E.g., Caution and measure will win you treasure versus Caution and measure will win you riches: rhyming one seen as more insightful and practical

15. Says what The name of the product should be in the slogan Many link �going, going, and going� slogan with Duracell, instead of the Energizer bunny� the slogan helped Duracell sales too Giving people something makes them want to reciprocate: norm of reciprocity E.g., address labels

16. Says what Avoid inadvertently letting people know about a norm you don�t want them to follow National Park Service: Mentioning large amounts of petrified wood taken each year ? more theft Asking people not to take petrified wood ? less theft

17. Says what Fear appeals?

18. Says what Too much fear can make people tune out the message Fear appeals must have specific ways of how people can reduce the fear

19. Says what One sided vs. two sided appeal

20. One vs. two sided One sided message: just presents one side of the argument Most persuasive for audiences that initially agree with the message Two sided message: presents arguments from the other side (and shoots them down) Most persuasive for audiences that are initially opposed to the message

21. Says it when Timing: Primacy effect: �other things being equal, information presented first usually has the most influence� Initial information provides a framework for new information Recency effect: �information presented last sometimes has the most influence. Recency effects are less common than primacy effects� Happens when: There�s a break between message 1 and message 2 People make a decision right after hearing message 2

22. Timing and effects time� Primacy effect ________________________________________ time� Recency effect

23. Says it how frequently For issues we don�t have a big stake in, repetition will help us remember a message If we hear frequently that a message is false, we may actually forget the disclaimer part, and think the message is true How is this similar to the sleeper effect?

24. Says it how Personal appeals tend to be more effective than mass media campaigns Media campaigns can turn into personal appeals, through the two-step flow of communication Two-step flow of communication: �the process by which media influence often occurs through opinion leaders, who in turn influence others� How do things like Facebook fit in here?

25. Says it how: types of media Generally, the more �person-like� the media, the more persuasive the message But, if the message is complicated, it�s more persuasive if it�s written, so people can process it better

26. Says it how: types of media

27. Says it to whom How is this ad different from this ad? Two routes to persuasion: Central: produces longer-lasting change Better for people who attend more to the message Peripheral Better for people who do not attend closely to the message

28. Central versus peripheral route Elaboration Likelihood Model Investment can be predicted in part by product Toothpaste ads usually use peripheral route Computer ads usually use central route

29. More about the audience Audiences who are in a good mood are more easily persuaded

30. Audience mood: Peanuts and Pepsi study

31. Putting the audience in a good mood

32. To whom: message discrepancy How different can a message be from the audiences� views and still have persuasive power? It depends on the �who says� part of the message Experts can be persuasive with more discrepant messages

33. Level of discrepancy and persuasion

34. Bottom line with persuasion Involves who Usually attractive, similar, or credible Says what Fear appeal? One versus two-sided? Rhyme? To whom Involved or uninvolved? Mood?

35. How to not be persuaded Public commitment to initial position Attitude inoculation: �exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available� How might cigarette warning labels backfire, according to this? Failed persuasion attempts can make people believe in the opposite, even more vehemently

36. persuasion Involves the ingredients of: Who Said what (said it how) To whom