impact of persuasion
TRANSCRIPT
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The Impact of Persuasion
Four benefits of studying persuasion
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The pervasiveness of persuasion More than $260 billion per
year is spent on advertising in the U.S. (Kardes, 2005)
The average person is exposed to 300-400 persuasive messages per day from the media alone (Rosseli, Skelly, & Mackie, 1995)
The average person watches 1,000 commercials per week (Berger, 2004)
An average of $800 per person is spent on advertising in the U.S. each year (Berger, 2004)
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Obvious forms of persuasion
A 30 second spot for Super7Bowl XLIII costs $3 million for a 30 second spot.
Product placements in movies and TV amounted to $2.5 billion in 2005 (PQ Media).
Morgan (2005) “between 15-30 products are inserted in every half hour of television programming”.
Product placement on American Idol
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Product Placement
http://www.brandchannel.com/brandcameo_films.asp
17 Again, Featured Brands: Apple, Audi, Barq's, Bose, Canon, Cap'n Crunch, Coca-Cola, Doritos, Ford, Jansport, Lamborghini, M&M's, Motorola, Pringles, Ray-Ban, Samsung, Spalding, Sprite, Welch's
Mall Cop, Featured brands: Aéropostale, ALDO, Au Bon Pain, Bath and Body Works, Bose, Brookstone, Budweiser, Caché, Champs Sports, Coca-Cola, Crabtree & Evelyn, Dasani, Dunkin' Donuts, EA Sports, F.Y.E., Fender, Ford, Ford Mustang, Hello Kitty, Kay Jewelers, Lacoste, L'Occitane, Lord & Taylor, Macy's, McDonald's, Motorola, Mystic Tan, New Jersey Devils, Orange Julius, Perfectmatch.com, Pixy Stix, Rainforest Cafe, Rock Band, Segway, Sephora, Snickers, Sony, Sony PlayStation, Sony VAIO, Sunglass Hut, Talbots, The Limited, The Sharper Image, The Sims, Uno, Verizon, Victoria's Secret, Williams-Sonoma, Zale
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Less obvious forms of influence “buzz” marketing or
“stealth” marketing: Based on word of
mouth endorsements two-thirds of all
consumer goods sales are now directly influenced by word-of-mouth (Middleton, 2001)
Endorsements are disguised as personal, spontaneous encounters with a product’s users
Relies on “product seeders” or trendsetters
•Ford gave trendsetters free cars and asked them to be seen in trendy places with them
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Viral marketing in action YouTube’s staggering
popularity was not driven by commercial advertising
Marketers are scrambling to get onto MySpace.com and Facebook.com
Live Strong bracelets became an overnight fashion sensation
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New media and persuasion Texting, IM YouTube Facebook Myspace Twitter Flickr Digg Podcasting
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Not so obvious contexts for persuasion science art architecture
and environmental design
traffic engineering
Picasso’s Guernica (art as persuasion)
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Weird persuasion The town of Clarke, Texas
renamed itself Dish, Texas in exchange for 10 years of free satellite TV
GoldenPalace.com paid $25,000 for William Shatner’s kidney stone and $28,000 for a grilled cheese sandwich with an image of the Virgin Mary.
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Pervasiveness of persuasion Anti-war persuasion:
Getting naked for peace
Billboards Celebrity endorsers Infomercials Logos, insignia TV commercials
Merchandising Print ads Product placement Spam, pop-up ads Sponsorship Telemarketing Social media
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1. the instrumental function
Learning about persuasion assists one in becoming a more effective persuader
The ability to persuade is one important dimension of communication competence
Communication competence involves acting in ways that are perceived as effective and appropriate (Spitzberg & Cupach, 1984)
the fact that you’ve been engaging in persuasion your whole life doesn’t mean you’ve been doing it as well as you can.
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2. the knowledge function
Enquiring minds want to know Learning about persuasion increases
one’s understanding of how persuasion works, or “what makes it tick.”
Overcoming habitual persuasion: Individuals are often unaware of their own habitual, reflexive patterns of persuasion.
underlying social forces and rhetorical exigencies that give rise to persuasion
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3. the defensive function Learning about
persuasion makes one a more savvy, discerning consumer of persuasive messages
One is less likely to succumb to telemarketers, infomercials, mail-order scams, and high pressure sales tactics.
study of persuasion can expose strategies, tactics, unethical approaches
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4. the debunking function Learning about persuasion helps to
dispel folk-wisdom, false stereotypes, and outmoded concepts of how persuasion functions Example: gaze avoidance and deception
Persuasion research has yielded a host of non-obvious, counter-intuitive findings Example: logical-emotional dichotomy