PERSUASION

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PERSUASION

• Prepared by
• Aktilek ZARIPBEKOV
• Mutlu KARAMAN

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Ceveats

• Persuasion is an interesting topic, but Do not
  expect to learn how to mess with peoples
  minds. To do that, consider taking a
  presentation in Voodoo or witchcraft.
• The ethical debates
• Is persuasion a loaded gun?
• Is persuasion bad ?
• Applied areas, such as advertising, will be
  discussed briefly toward the end.

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Influence Strategies

• Legislation Exerting influence by prescribing
  and enforcing desired behavior.
• Coercion Threatening severe punishment for
  noncompliance.
• Subterfuge Subtle ploys that induce people to
  engage in the desired behavior e.g.,
  foot-in-the-door technique.
• Circumvention of awareness Avoiding conscious
  opposition by such measures as hypnosis,
  subliminal instructions, conditioning, affect
  transfer.
• Promotion Offering inducement for desired
  behavior e.g., free bus ticket, sale.
• Persuasion Influencing behavior by changing
  privately held beliefs and attitudes e.g.,
  persuasive communication.
• Facilitation Promoting strategies and training
  designed to help people carry out intended
  behaviors.

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What is Persuasion?

• Persuasion
• Influencing behavior by changing privately
• held beliefs and attitudes
• A group of tactics using information, as well as
  the qualities of the sender and receiver of that
  information to influence the other party's
  positions, perceptions, and opinions

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Persuasion is everywhere..
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What is Persuasion?

• "Your ability to persuade makes the difference
  between success and failure, a sale or a
  call-back, romance or frustration. Why should you
  make getting what you want a game of chance?"
• David Baron
• Persuasion attempts to win "the heart and mind"
  of the target

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Conceptions of Attitude

• An attitudes is a complex of feelings, desires,
  fears, convictions, prejudices or other
  tendencies that have given a set of readiness to
  act to a person because of varied experiences
  (Chave, 1928).
• Attitude is the affect for or against a
  psychological object (Thurstone, 1932).
• Attitude is a learned predisposition to respond
  in a consistently favorable or unfavorable manner
  with respect to a given object (Fishbein
  Ajzen, 1975).

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Psychological Objects Examples

• Attitude toward ... Versus
  Attitude toward ...
• Protecting the environment Recycling
• Russia Immigration from Russia
• Abortion Abortion in case of rape
• My job My employer
• Buying Microsoft shares Microsoft
• Turks Admitting Turkey to the EU
• Concern for ones health Working out at the gym

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Distinctions

• Attitude Evaluation of a psychological object.
  Can be viewed as a priming mechanism that creates
  readiness to respond in a favorable or
  unfavorable manner toward an object.
• Versus ...
• Belief or opinion Subjective association between
  a psychological object and some attribute.
• Example Smoking cigarettes (the object) causes
  cancer (the attribute).
• Affect Somatic system with an arousal component.
• Emotions Concrete object of reference (anger,
  fear).
• Moods Generalized affect without a clear
  object of reference (sadness,
  happiness).
• Motivation The desire to attain a certain goal.

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Attitude vs. Beliefs

• Attitude toward an Object
• Attitude is defined as readiness to respond to a
  psychological object with some degree of
  favorableness or unfavorableness.
• negative --------------------------------------
  -------------------------------------- positive
  
• Beliefs about an Object
• A belief is the subjective probability that an
  object has a certain attribute.
• Example
• Object Attributes
• Genetically modified food is nutritious
• causes cancer
• reduces the need for pesticides
• poses a danger to the food supply
• etc ...

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Cognitive-Affective Model
- Attitude
- Cognition
- Affect
Feelings
Beliefs
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The Tripartide Model of Attitude(Rosenberg
Hovland, 1960)
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Mutual Causation ModelEagly Chaiken, 1993
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Causal Chain ModelFishbein Ajzen, 1975
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Other Additive Factors
Personality traits Ability Motivation Attitude Hab
it Needs Social pressure Other attitudes
Behavior
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Leverage Factors in the Persuasion Process
Resultant Attitude (position)
Message Factors Message content Message
srtucture Persuasive style
Initial Attitude (position)
Source Factors Credibiility Attractiveness
Target factors Attending to other Resisting
the Others arguments
Context Factors Reciprocity Commitment Social
proof Use of reward and punishment Location in a
structure
Central Route Peripheral Route
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Characteristics Of Messages

• Message Content
• Message Structure
• Persuasive Style

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Message Content Facts and topics to be covered

• Make the offer attractive to the other party
• Frame the message so the other party will say yes
• Make the message normative
• Suggest and agreement in principal

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Don Corleone I'm gonna make him an offer he
can't refuse.
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Message Structure How the facts and topics
should be arranged and organized

• Message order
• One- and- two sided message
• Message components
• Repetition
• Conclusion

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Persuasive Style Delivery StyleHow the
message should be presented

• Encourage active participation
• Use metaphors
• Incite fears
• Create distractions
• Use more intence language
• Violate the receivers expectations

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Fear-Drive Model(Janis Feshbach, 1953)
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Narrative Review of 27 Fear-Appeal
Studies(Higbee, 1969)

• Conclusions
• Some studies have indicated a negative
  relationship between fear level and persuasion,
  others have found no relationship, and others
  have yielded mixed findings.
• (Most recent studies have found a positive
  relationship.)
• Few of the variables which have been studied
  have been found to interact with fear level
  consistently enough to account for
  inconsistencies in past studies.

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Characteristics of Sources

• Source Credibility
• Personal Attractiveness

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Source Credibility

• Personal reputation for integity
• Benefit of the doubts first impression
• Intention to persuade
• Use or minimize Status differences.
• Appearance and self- presentation
• Associates
• Perceived expertise
• Persistence and tenacity

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Personal Attractiveness

• Friendliness
• Compliments
• Attractiveness
• Helping the other party
• Perceived similarity
• Emotion

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Ugur Dundars Chicken Resque Operation
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Characteristics of Receivers

• Attending to Other
• Exploring or ignoring the others positions
• Resisting the others influence

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Attending to Other

• Make Eye Contacts
• Adjust your position
• Non verbally encourage or discourage what the
  other say

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Exploring or ignoring the others positions

• Selectively paraphrase
• Reinforce points you like in the other partys
  proposals

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Resisting the others influence

• Make a public commitment
• Inoculate yourself against the other partys
  arguments

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Context Factors

• Reciprocity
• Commitment
• Social Proof
• Use of reward and punishment

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Persuasion in Cartoons
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Persuasion in Cartoons
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Persuasion in Cartoons
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Persuasion in Cartoons
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Power of Advertising Overwhelming?

• Body Image Super-thin models, heroin look.
• Sources Magazines, TV shows, movies, fashion
  shows.
• Cigarette use by teens Marlboro Man, Joe Camel.
• Obesity McDonalds and other fast-food chains.
• Consumerism Promotion of spending.
• Advantage to large companies with big advertising
  budgets ?

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Models of Advertising Effectiveness Price of
Product
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Models of Advertising Effectiveness Time
Campaign ends
Campaign begins
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Models of Advertising Effectiveness Advertising
Weight (Number Ads, Advertising Budget)
Threshold
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Change in Sales as a Function of Change in
Advertising Budget (Ackoff Emshoff, 1975)
Budweiser Beer
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Functions of Advertising

• Most important Introduce / inform about a new
  product (e.g., direct marketing). Helps
  companies sell their products. Benefits economy.
• Gain market share Much more difficult. Benefit
  to economy less obvious.

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Issues in Advertising

• Continued reliance on discredited Hovland
  approach.
• Source credibility doctors, overheard
  endorsements.
• Source likeability endorsement by well-known
  personalities.
• Audience factors market segmentation by
  demographics, etc.
• Uncertainty regarding use of peripheral vs.
  central approaches (long before ELM).
• New products often introduced by central route.
• For many products (e.g., soft-drinks, difficult
  to come up with strong arguments but, example
  of 7-Up).

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Peripheral Route?
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Central Route?
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Mind Engineer

• Lets see how the
• commercials are analysed

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Thats It !!!

• Thanx for your
• ATTENTIONS
• TOLERANCE.