persuasion prepared by: aktilek zaripbekov & mutlu karaman
TRANSCRIPT
PERSUASIONPERSUASION
Prepared by:Prepared by:
Aktilek ZARIPBEKOVAktilek ZARIPBEKOV&&Mutlu KARAMANMutlu KARAMAN
CeveatsCeveats
Persuasion is an interesting topic, but Do not expect to learn Persuasion is an interesting topic, but Do not expect to learn how to “mess with people’s minds.” To do that, consider how to “mess with people’s minds.” To do that, consider taking a presentation in Voodoo or witchcraft.taking a presentation in Voodoo or witchcraft.
The ethical debatesThe ethical debates Is persuasion a loaded gun?Is persuasion a loaded gun? Is persuasion bad ?Is persuasion bad ?
Applied areas, such as advertising, will be discussed briefly Applied areas, such as advertising, will be discussed briefly toward the end.toward the end.
Influence StrategiesInfluence Strategies LegislationLegislation – Exerting influence by prescribing and enforcing – Exerting influence by prescribing and enforcing
desired behavior.desired behavior. CoercionCoercion – Threatening severe punishment for noncompliance. – Threatening severe punishment for noncompliance. SubterfugeSubterfuge – Subtle ploys that induce people to engage in the – Subtle ploys that induce people to engage in the
desired behavior; e.g., foot-in-the-door technique.desired behavior; e.g., foot-in-the-door technique. Circumvention of awarenessCircumvention of awareness – Avoiding conscious opposition by – Avoiding conscious opposition by
such measures as hypnosis, subliminal instructions, conditioning, such measures as hypnosis, subliminal instructions, conditioning, affect transfer.affect transfer.
PromotionPromotion – Offering inducement for desired behavior; e.g., free – Offering inducement for desired behavior; e.g., free bus ticket, sale.bus ticket, sale.
PersuasionPersuasion – Influencing behavior by changing privately held – Influencing behavior by changing privately held beliefs and attitudes; e.g., persuasive communication.beliefs and attitudes; e.g., persuasive communication.
FacilitationFacilitation – Promoting strategies and training designed to help – Promoting strategies and training designed to help people carry out intended behaviors.people carry out intended behaviors.
What is Persuasion?What is Persuasion?
PersuasionPersuasion Influencing behavior by changing privatelyInfluencing behavior by changing privately
held beliefs and attitudes; held beliefs and attitudes; A group of tactics using information, as well A group of tactics using information, as well
as the qualities of the sender and receiver of as the qualities of the sender and receiver of that information to influence the other party's that information to influence the other party's positions, perceptions, and opinions; positions, perceptions, and opinions;
Persuasion is everywhere..Persuasion is everywhere..
What is Persuasion?What is Persuasion?
"Your ability to persuade makes the difference between success "Your ability to persuade makes the difference between success and failure, a sale or a call-back, romance or frustration. and failure, a sale or a call-back, romance or frustration. Why should you make getting what you want a game of Why should you make getting what you want a game of chance?"chance?"
~ David Baron~ David Baron
PersuasionPersuasion attempts to win "the heart and mind" of the attempts to win "the heart and mind" of the targettarget
Conceptions of AttitudeConceptions of Attitude
““An attitudes is a complex of feelings, desires, fears, An attitudes is a complex of feelings, desires, fears, convictions, prejudices or other tendencies that have given a convictions, prejudices or other tendencies that have given a set of readiness to act set of readiness to act to a person because of varied to a person because of varied experiences” (Chave, 1928).experiences” (Chave, 1928).
““Attitude is the affect for or against a psychological object” Attitude is the affect for or against a psychological object” (Thurstone, 1932).(Thurstone, 1932).
““Attitude is a learned predisposition to respond in a Attitude is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a consistently favorable or unfavorable manner with respect to a given object” (Fishbein & Ajzen, 1975).given object” (Fishbein & Ajzen, 1975).
Psychological Objects: Psychological Objects: ExamplesExamples
Attitude toward ... Attitude toward ... Versus Versus Attitude toward ...Attitude toward ...
Protecting the environmentProtecting the environment Recycling Recycling RussiaRussia Immigration from Russia Immigration from Russia AbortionAbortion Abortion in case of rape Abortion in case of rape My jobMy job My employer My employer Buying Microsoft sharesBuying Microsoft shares Microsoft Microsoft TurksTurks Admitting Turkey to the EU Admitting Turkey to the EU Concern for one’s healthConcern for one’s health Working out at the gym Working out at the gym
DistinctionsDistinctionsAttitude:Attitude: Evaluation of a psychological object. Can be viewed as a priming Evaluation of a psychological object. Can be viewed as a priming
mechanism that creates readiness to respond in a favorable or unfavorable manner mechanism that creates readiness to respond in a favorable or unfavorable manner toward an object.toward an object.
Versus ...Versus ...
Belief or opinion: Belief or opinion: Subjective association between a psychological object and some Subjective association between a psychological object and some attribute.attribute.
Example:Example: Smoking cigarettes (the object) causes cancer (the attribute). Smoking cigarettes (the object) causes cancer (the attribute).
Affect:Affect: Somatic system with an arousal component. Somatic system with an arousal component.– – Emotions:Emotions: Concrete object of reference (anger, fear). Concrete object of reference (anger, fear).– – Moods:Moods: Generalized affect without a clear object of reference (sadness, Generalized affect without a clear object of reference (sadness,
happiness). happiness).
Motivation:Motivation: The desire to attain a certain goal. The desire to attain a certain goal.
Attitude vs. BeliefsAttitude vs. BeliefsAttitude toward an ObjectAttitude toward an Object
Attitude Attitude is defined as readiness to respond to a psychological object with some degree of favorableness is defined as readiness to respond to a psychological object with some degree of favorableness or unfavorableness.or unfavorableness.
– – negative negative ---------------------------------------------------------------------------- positive +---------------------------------------------------------------------------- positive +
BeliefsBeliefs about an Objectabout an Object
A beliefA belief is the subjective probability that an object has a certain attribute. is the subjective probability that an object has a certain attribute.
ExampleExample
ObjectObject AttributesAttributes
Genetically modified food Genetically modified food is nutritiousis nutritiouscauses cancercauses cancerreduces the need for pesticidesreduces the need for pesticidesposes a danger to the food supplyposes a danger to the food supplyetc ...etc ...
Cognitive-Affective ModelCognitive-Affective Model
- Attitude +
- Cognition + - Affect +
Beliefs Feelings
The Tripartide Model of The Tripartide Model of AttitudeAttitude
((Rosenberg & Hovland, 1960)Rosenberg & Hovland, 1960)
– Attitude +
– Cognition + – Affect + – Conation +
Mutual Causation ModelMutual Causation ModelEagly & Chaiken, 1993Eagly & Chaiken, 1993
– Attitude +
– Beliefs +
– Feelings +
– Actions +
CognitiveProcesses
AffectiveProcesses
BehavioralProcesses
Causal Chain ModelCausal Chain ModelFishbein & Ajzen, 1975Fishbein & Ajzen, 1975
Beliefs(Cognitions)
Attitude(Evaluation)
Intention(Conation)
Behavior(Action)
Other Additive FactorsOther Additive Factors
Behavior
Personality traitsAbilityMotivation
AttitudeHabitNeedsSocial pressureOther attitudes
Leverage Factors in the Leverage Factors in the Persuasion ProcessPersuasion Process
InitialAttitude
(position)
Message FactorsMessage contentMessage srtucturePersuasive style
Source FactorsCredibiilityAttractiveness
Target factorsAttending to otherResisting theOther’s arguments
ContextFactorsReciprocityCommitmentSocial proofUse of reward and punishmentLocation in a structure
ResultantAttitude
(position)
Central Route
Peripheral Route
Characteristics Of Characteristics Of MessagesMessages
Message ContentMessage Content Message StructureMessage Structure Persuasive StylePersuasive Style
Message Content :Message Content : Facts and topics to be coveredFacts and topics to be covered
Make the offer attractive to the other Make the offer attractive to the other partyparty
Frame the message so the other party will Frame the message so the other party will say yessay yes
Make the message normativeMake the message normativeSuggest and agreement in principal Suggest and agreement in principal
Don CorleoneDon Corleone: : I'm gonna make I'm gonna make him an offer he can't refuse.him an offer he can't refuse.
Message StructureMessage Structure How the facts and topics should be How the facts and topics should be
arranged and organizedarranged and organized
Message orderMessage orderOne- and- two sided messageOne- and- two sided messageMessage componentsMessage componentsRepetitionRepetitionConclusionConclusion
Persuasive StylePersuasive Style: Delivery : Delivery StyleStyle
How the message should be presentedHow the message should be presentedEncourage active participationEncourage active participationUse metapUse metaphhorsorsIncite fearsIncite fearsCreate distractionsCreate distractionsUse more intence languageUse more intence languageViolate the receiver’s expectationsViolate the receiver’s expectations
Fear-Drive ModelFear-Drive Model(Janis & Feshbach, 1953)(Janis & Feshbach, 1953)
Amount of Fear
Atti
tude
Cha
nge
Narrative Review of 27 Fear-Narrative Review of 27 Fear-Appeal StudiesAppeal Studies(Higbee, 1969)(Higbee, 1969)
ConclusionsConclusions ““Some studies have indicated a negative relationship Some studies have indicated a negative relationship
between fear level and persuasion, others have found between fear level and persuasion, others have found no relationship, and others have yielded mixed no relationship, and others have yielded mixed findings.”findings.”• (Most recent studies have found a positive relationship.)(Most recent studies have found a positive relationship.)
““Few of the variables which have been studied have Few of the variables which have been studied have been found to interact with fear level consistently been found to interact with fear level consistently enough to account for inconsistencies in past stuenough to account for inconsistencies in past studidies.”es.”
Characteristics of Characteristics of SourcesSources
Source CredibilitySource Credibility
Personal AttractivenessPersonal Attractiveness
Source CredibilitySource Credibility Personal reputation for integityPersonal reputation for integity ‘‘Benefit of the doubts’ first impressionBenefit of the doubts’ first impression Intention to persuadeIntention to persuade Use or minimize Status differences.Use or minimize Status differences. Appearance and self- presentationAppearance and self- presentation AssociatesAssociates Perceived expertisePerceived expertise Persistence and tenacityPersistence and tenacity
Personal Personal AttractivenessAttractiveness
FriendlinessFriendliness
ComplimentsCompliments AttractivenessAttractiveness Helping the other partyHelping the other party Perceived similarityPerceived similarity EmotionEmotion
Uğur Dundar’s Chicken Resque Uğur Dundar’s Chicken Resque OperationOperation
Characteristics of Characteristics of ReceiversReceivers
Attending to OtherAttending to Other Exploring or ignoring the others Exploring or ignoring the others
positionspositions Resisting the other’s ınfluenceResisting the other’s ınfluence
Attending to OtherAttending to Other
Make Eye ContactsMake Eye ContactsAdjust your positionAdjust your positionNon verbally encourage or discourage Non verbally encourage or discourage
what the other saywhat the other say
Exploring or ignoring the Exploring or ignoring the others positionsothers positions
Selectively paraphraseSelectively paraphraseReinforce points you like in the other Reinforce points you like in the other
party’s proposalsparty’s proposals
Resisting the other’s Resisting the other’s ınfluenceınfluence
Make a public commitmentMake a public commitment Inoculate yourself against the other Inoculate yourself against the other
party’s argumentsparty’s arguments
Context FactorsContext Factors
ReciprocityReciprocity CommitmentCommitment Social ProofSocial Proof Use of reward and punishmentUse of reward and punishment
Persuasion in CartoonsPersuasion in Cartoons
Persuasion in CartoonsPersuasion in Cartoons
Persuasion in CartoonsPersuasion in Cartoons
Persuasion in CartoonsPersuasion in Cartoons
Power of Advertising: Power of Advertising: Overwhelming?Overwhelming?
Body Image: Body Image: Super-thin models, “heroin look”.Super-thin models, “heroin look”.• Sources: Magazines, TV shows, movies, fashion shows.Sources: Magazines, TV shows, movies, fashion shows.
Cigarette use by teens:Cigarette use by teens: Marlboro Man, Joe Camel. Marlboro Man, Joe Camel. Obesity: Obesity: McDonald’s and other fast-food chains.McDonald’s and other fast-food chains. Consumerism:Consumerism: Promotion of spending. Promotion of spending. Advantage to large companies with big advertising Advantage to large companies with big advertising
budgets … ?budgets … ?
Models of Advertising Models of Advertising Effectiveness:Effectiveness: Price of Product Price of Product
0
200
400
600
800
1000
1200
1400
1600
Price
Sale
s V
olum
e
AdvertisingNo advertising
Models of Advertising Models of Advertising Effectiveness: TimeEffectiveness: Time
0
50100
150200
250
300350
400450
500
Time
Sale
s V
olum
e
Campaignbegins
Campaignends
Models of Advertising Models of Advertising Effectiveness: Advertising Effectiveness: Advertising
Weight (Number Ads, Weight (Number Ads, Advertising Budget)Advertising Budget)
0
50100
150200
250
300350
400450
500
Weight
Sale
s G
ain
Threshold
Change in Sales as a Function of Change in Sales as a Function of Change in Advertising Budget Change in Advertising Budget
(Ackoff & Emshoff, 1975)(Ackoff & Emshoff, 1975)
-20
-15
-10
-5
0
5
10
15
20
-100 -50 0 50 100 150 200
% Change in Advertising Budget
% C
hang
e in
Sal
es
Budweiser Beer
Functions of AdvertisingFunctions of Advertising
Most important: Introduce / inform about a new Most important: Introduce / inform about a new product product (e.g., direct marketing). Helps companies (e.g., direct marketing). Helps companies sell their products. Benefits economy.sell their products. Benefits economy.
Gain market share: Gain market share: Much more difficult. Benefit Much more difficult. Benefit to economy less obvious.to economy less obvious.
Issues in AdvertisingIssues in Advertising
Continued reliance on discredited Hovland approach.Continued reliance on discredited Hovland approach.• Source credibility – “doctors”, “overheard” endorsements.Source credibility – “doctors”, “overheard” endorsements.
• Source likeability – endorsement by well-known Source likeability – endorsement by well-known personalities.personalities.
• Audience factors – market segmentation by demographics, Audience factors – market segmentation by demographics, etc.etc.
Uncertainty regarding use of peripheral vs. central Uncertainty regarding use of peripheral vs. central approachesapproaches (long before ELM). (long before ELM).• New products often introduced by central route.New products often introduced by central route.
• For many products (e.g., soft-drinks, difficult to come up For many products (e.g., soft-drinks, difficult to come up with strong arguments – but, example of 7-Up).with strong arguments – but, example of 7-Up).
Peripheral Route?Peripheral Route?
Central Route?Central Route?
Mind EngineerMind Engineer
Let’s see how the Let’s see how the
commercials are analysedcommercials are analysed
That’s It !!!That’s It !!!Thanx for yourThanx for your
ATTENTIONSATTENTIONS
&&
TOLERANCE.TOLERANCE.