persuasion prepared by: aktilek zaripbekov & mutlu karaman

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PERSUASION PERSUASION Prepared by: Prepared by: Aktilek ZARIPBEKOV Aktilek ZARIPBEKOV & & Mutlu KARAMAN Mutlu KARAMAN

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Page 1: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

PERSUASIONPERSUASION

Prepared by:Prepared by:

Aktilek ZARIPBEKOVAktilek ZARIPBEKOV&&Mutlu KARAMANMutlu KARAMAN

Page 2: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu 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.

Page 3: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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.

Page 4: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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;

Page 5: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Persuasion is everywhere..Persuasion is everywhere..

Page 6: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 7: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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).

Page 8: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 9: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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.

Page 10: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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 ...

Page 11: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Cognitive-Affective ModelCognitive-Affective Model

- Attitude +

- Cognition + - Affect +

Beliefs Feelings

Page 12: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

The Tripartide Model of The Tripartide Model of AttitudeAttitude

((Rosenberg & Hovland, 1960)Rosenberg & Hovland, 1960)

– Attitude +

– Cognition + – Affect + – Conation +

Page 13: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Mutual Causation ModelMutual Causation ModelEagly & Chaiken, 1993Eagly & Chaiken, 1993

– Attitude +

– Beliefs +

– Feelings +

– Actions +

CognitiveProcesses

AffectiveProcesses

BehavioralProcesses

Page 14: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Causal Chain ModelCausal Chain ModelFishbein & Ajzen, 1975Fishbein & Ajzen, 1975

Beliefs(Cognitions)

Attitude(Evaluation)

Intention(Conation)

Behavior(Action)

Page 15: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Other Additive FactorsOther Additive Factors

Behavior

Personality traitsAbilityMotivation

AttitudeHabitNeedsSocial pressureOther attitudes

Page 16: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 17: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Characteristics Of Characteristics Of MessagesMessages

Message ContentMessage Content Message StructureMessage Structure Persuasive StylePersuasive Style

Page 18: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 19: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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.

Page 20: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 21: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 22: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Fear-Drive ModelFear-Drive Model(Janis & Feshbach, 1953)(Janis & Feshbach, 1953)

Amount of Fear

Atti

tude

Cha

nge

Page 23: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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.”

Page 24: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Characteristics of Characteristics of SourcesSources

Source CredibilitySource Credibility

Personal AttractivenessPersonal Attractiveness

Page 25: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 26: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Personal Personal AttractivenessAttractiveness

FriendlinessFriendliness

ComplimentsCompliments AttractivenessAttractiveness Helping the other partyHelping the other party Perceived similarityPerceived similarity EmotionEmotion

Page 27: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Uğur Dundar’s Chicken Resque Uğur Dundar’s Chicken Resque OperationOperation

Page 28: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 29: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 30: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 31: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 32: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Context FactorsContext Factors

ReciprocityReciprocity CommitmentCommitment Social ProofSocial Proof Use of reward and punishmentUse of reward and punishment

Page 33: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Persuasion in CartoonsPersuasion in Cartoons

Page 34: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Persuasion in CartoonsPersuasion in Cartoons

Page 35: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Persuasion in CartoonsPersuasion in Cartoons

Page 36: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Persuasion in CartoonsPersuasion in Cartoons

Page 37: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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 … ?

Page 38: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 39: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Models of Advertising Models of Advertising Effectiveness: TimeEffectiveness: Time

0

50100

150200

250

300350

400450

500

Time

Sale

s V

olum

e

Campaignbegins

Campaignends

Page 40: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 41: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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

Page 42: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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.

Page 43: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

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).

Page 44: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Peripheral Route?Peripheral Route?

Page 45: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Central Route?Central Route?

Page 46: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

Mind EngineerMind Engineer

Let’s see how the Let’s see how the

commercials are analysedcommercials are analysed

Page 47: PERSUASION Prepared by: Aktilek ZARIPBEKOV & Mutlu KARAMAN

That’s It !!!That’s It !!!Thanx for yourThanx for your

ATTENTIONSATTENTIONS

&&

TOLERANCE.TOLERANCE.