SCOM 341- persuasion final

JMU schill

#1 barrier to persuasion is

convincing people to care about your issue

nudge theory is

small design changes that can affect behavior (ex. keep watching button)

Fogg behavior model

B= motivation x ability x prompt

3 steps to fogg behavior model

get specific, make it easy, prompt behavior

receiver based credibility

exists in the eye of the beholder (people view different people as credible)

situational credibility

can vary depending on the situation (ex. basketball player talking about nutrition)

dynamic credibility

can be lost or gained over time (ex. bill cosby)

credibility as multidimensional

many things make up credibility

3 dimensions of credibility

expertise, trustworthiness, goodwill/perceived caring

dynamism credibility

enthusiasm and energy by persuader

composure credibility

appropriateness of calmness depends on situation (ex. doctor)

Aristotle Ethos

credibility of the speaker

aristotle logos

logic and truth of the argument

aristotle pathos

emotional appeals

reasoned action approach (theory of reasoned action)

beliefs about outcome and norms/motivation will influence behavior

consistency theory says

people desire consistency, if not results in cognitive dissonance

cognitive dissonance

inconsistency causes psychological discomfort (ex. arguing for beliefs other than your own)

social judgement theory

in any topic there are a wide range of opinions people can have

according to social judgement theory, what audience will be hardest to persuade?

audiences with high ego involvement

what is the difference between theory of reasoned action and theory of planned behavior?

theory of planned behavior considers perceived behavior control

credibility: impression management theory

people attempt to influence others perceptions by regulating and controlling information (ex. flattery or favors)

narrative paradigm theory (walter fisher)

people persuade through telling credible stories (all communication is a story)

Narrative coherence

if the story hangs together we will accept it (does it make sense)

narrative fidelity

if the story matches our own beliefs we will accept it

Elaboration likelihood model says

there are two routes to persuasion: peripheral route or central route

ELM: peripheral route

based on heuristic cues, thinking fast, not long lasting

ELM: central route

requires cognitive elaboration, more likely with high issue involvement,

heuristic systematic model (HSM)

individuals rely on 2 modes of processing information: systematic processing and heuristic processing

HSM: systematic processing

more thoughtful and deliberate (thinking slow)

HSM: heuristic processing

relies on mental shortcuts (thinking fast)

Unimodel of persuasion

rejects 2 types of processing and says there is either more or less processing

Unimodel of persuasion results say

if one thinks more, cognitive elaboration will be higher, if one thinks less cognitive elaboration will be lower

Rushkoff AIDA model for persuasion

1. attention 2. interest 3. desire 4. action

framing theory says

the WAY information is presented affects the persuasiveness of message not just the content (ex. vin diesel effect)

expectancy violations theory says

people have expectations of what is appropriate in certain situations (ex. elevator)

direct effect model of immediacy says

there is a positive relationship between persuasion and immediacy/closeness

sufficiency principle

people do as much cognitive thinking as they need then stop

3 parts of a rhetorical situation

exigence, audience, constraints

exigence

imperfection marked by urgency (first part of rhetorical situation)

identification

finding common ground with audience (kenneth burke)

specific attitudes correlate with

specific behaviors

all ____ are influenced by society

attitudes

Halo effect is a

bias that says our perceptions of ones trait influences how we view that persons personality (ex. attractiveness)

persuasion functions of a narrative

creates identification and shared understanding, adds interest, aids memory, can create an emotional response, etc

rational arguments will work when

there is new data, issue not tied to core values, issue is simple, audience cares enough to listen, audience has weakly held views

enthymeme is

form of persuasion that allows audience to participate in completing the argument

contrast principle

we judge almost everything in comparison to others not by absolute measures (ex. water is hot depending on what you’re comparing it to)

Facework is

how people present themselves to manage their own and others identities (positive face and negative face)

threatening positive face

makes someone feel bad about themselves (ex. you did a bad job)

threatening negative face

makes person feel like they have no choice (ex. you need to do this)

psychological reactance

when we feel someone is trying to tell us what to do we resist (ex. I was going to do the dishes until you told me to)

syllogism

major premise, minor premise and a conclusion (ex. all UVA students are smart, so if you go to UVA you are smart)

extended parallel processing model

danger control vs fear control, severity and susceptibility, perceived efficacy and response efficacy and self efficacy

anger activism model

anger provokes behavior when audience agrees with message, anger produced is intense, and audience perceives behavior will address the problem

ingratiation is

flattery or buttering people up

inoculation theory also called 2 sided persuasion is when

a communicator exposes audience to weak parts of opponents argument then refutes it

persuasion is not about manipulation but it is about

empowerment and relationships

5 benefits of persuasion knowledge

1. instrumental benefit 2. knowledge/awareness benefit 3. defensive benefit 4. debunking benefit 5. well being/self worth benefit

parts of the 4 factor model

arousal, emotion, thinking, attempted control (when people lie these things happen)

the more difficult the ____ the more group conformity

indoctrination (ex. hazing)

linguistic framing

the way you frame language matters (ex. death tax vs war tax)

linguistic presupposition

nesting ideas in others to bypass defense mechanism (ex. If I can __ will you __)

door in the face strategy

start with large unreasonable request then follow up with smaller one (ex. asking for $100 then asking for $10)

thats not all tactic

adding additional incentives to original order (ex. order now and you will also receive __)

lowballing/ bait and switch

offer is too good to be true but once committed it is hard to back out (ex. wine is actually 20 dollars not 2)

disrupt then reframe tactic

diversionary tactic by using confusion to stop default no answer (ex. moving rooms at car dealership)

legitimizing paltry contributions

legitimizing small contributions will increase compliance and lead to a bigger contribution

hurt and rescue tactic

create big problem then offer a solution to desperate person

four walls technique

repeating yes to various questions to make customer feel trapped between 4 walls which leads to compliance

dump and chase tactic

ask for request and when denied negotiate the reasons why not to increase compliance

reciprocity norm

when we give to others they feel a sense of indebtedness and want to give back

probing effect for detecting lies

asking follow up questions can make it harder to detect a lie

othello error

nervousness of being accused of lying can cause you to release cues of deception

veracity effect

easier to tell if someone is telling the truth then if they are telling a lie

imposing a greater cognitive load on someone who is lying can

increase the persons mental load which can result in deception cue leakage

strategic questioning approach for detecting lying can

cause person to be confused and leak deception cues (ex. asking random questions)

G and S says persuasion ethics is about…

the motives of the communicator

Can deception be ethical?

yes but depending on motive

what is the number 1 goal of crisis management?

to lessen the immediate harm/ issue

Because ethical strategies don’t have ethical compasses built into them, persuasive strategies are…

amoral

what is the most ethical strategy?

rational argument

vision test for ethics

can you look yourself in the mirror

thanksgiving test

how would you defend yourself at the dinner table

kid on your shoulder test

how would you explain your action to a kid

publicity test

how would you want your actions to be described if they were published online

denile image restoration

the act didn’t occur or shift the blame to someone else

provocation image restoration

in response to someone elses actions

defeasibility image restoration

said to have lack of control or information about the situation

bolstering image restoration

emphasize positive traits to reduce impact of negative one

differentiation image restoration

compare to worse behavior

transcendence image restoration

frame act in a broader positive context (ex. gods didn’t want that for me)

attack accuser image restoration

challenge the motive of the critic

5 image restoration strategies

denial, evading responsibility, reducing offensiveness, corrective action, mortification

an organization is in a crisis if…

key constituents perceive a crisis

crises are ___ and ____

unpredictable and violate how constituents expect an organization to act

5 practices for crises management

1. preparation is key 2. communication channels 3. spokesperson training 4. initial crisis response 5. reputation repair

Less than half of organizations have a

crisis management plan

social movement characteristics

minimal organization, not institutionalized, must be large in scope, propose change in societal norms, encounter opposition in morale struggle

4 things that must be present for social movement

grievance (problem), resources, frame, initiating event

examples of social movements

womens rights, black lives matter,