uconn comm 2500 exam 2

Life-stages hypothesis (Sears, 1981)

Curvilinear relationship between age and persuadably.

Middle aged people least persuadable

3-7 year olds

easiest to persuade. lack ability to recognize persuasion

8-12 year olds

knowledgeable about how to counterargue, but overwhelmed and need to be prompted.

13 and up (teenagers / young adults)

can counterargue but are influenced by peers, hormones, mood, etc

childrens exposure to advertising

average US child sees 40k commercials per year

gender and persuadably (karlins & Abelson, 1958)

Theorized females are more persuadable than males.

Stereotypes and cross-sex influence effect persuasion of women by male researchers.

Modern view on gender and persuadability

extent of influence depends more on goals, plans, resources, beliefs

Culture and persuasion

Individualism vs collectivism (Hofstede, 1983)

Individualist western nations focus on a need for independence. Rational persuasion and direct requests are effective.

Collectivist countries like Venezuela, Peru, China, Korea focus more on concern for others and rely on identity of the group for harmony.

Nuance on culture and persuasion

communities within individualistic cultures can be more collectivist

2 separate continua that interact and are not complete opposites (wiseman 2009)

Self-esteem

comparision between ideal and true self.

high SE

try to influence others more often

more resistant to influence

Low SE

may not be able to receive persuasive messages

Easiest SE to persuade

moderately high

High self monitors HSM

more persuaded by image-based ads

influenced by reference groups

LSM

more persuaded by product quality

Dogmatism (close mindedness)

Deals with how people approach others, ideas, beliefs and messages. Fundamentally anxious individuals reduce anxiety by trusting a few leaders and "dogmatically" adhering to traditional values, habits, stereyotypes, etc. They seek to reduce anxiety by emphasizing order and routine.

Authoratarianism, Adorro 1950, Allport 1954

A belief in authority. More interest in speaker than message. One true way to do things, follow the leader.

Contrast

dog = close minded

auth = obidience to authority, scapegoats, conspiracies

Social Judgement Theory

a continum of options on any topic.

latitude of acceptance

(likelihood assimilation effect)

weed cannot be legalized

lattitude of rejection

(contrast effect)

weed must be legal

latttiude of non-commitment

(ego involvment)

weed legalization is a tough call

Stages of cult indoctrination

softening up

removal from natural enviornment, attention and love then stress

compliance

expiriment with behavioral changes e.x. religious practices

internalization

consider seriously some demands of the cult

consolidation

loyalty provided with costly behavior

conformity and persuasion

groups operate by adherance to certain norms

sherir, 1935: group judgement

Asch 1966: lines comparison experiemnt, group comes to consensus right or wrong

variables impacting conformity

group size and goals of person being influenced

demographics

personality traits

Group size (allen and Levine 1971)

informational influence: desire to be right, stronger in private

first person added to group has most influence

normative influence

desire to be liked, stronger in front of group

larger groups lead to more conformity

too much identifcation

ethocentrism (stereyotpe other cultures

strong culture , groupthink

culture and conformity (geert Hofstede 1984)

cultural dimensions: individual v collective

uncertinty avoidance is strived for

power distance

masculinity and femininity

Social proof: cialdini 1993

if others do it it must be good

behavioral shortcut makes you vulnerable to...

buzz marketing - opinion leaders

viral marketing - real people

"The most popular, best selling"

works best when there is uncertainity about the product , offer, or company (when buying a present)

when changing negative behaviors it may backfire, direct requests work better (Cialdini 2006)

Deindividuation

power of crowd

crowds 300+ reduce awarness of self and evaluation of others

social loafing

reduction in motivation when in group

collective effort model: we all try less

free ride effect: someone else will do it

sucker effect: im not getting stuck doing everything

Sapir-Whorf Hypothesis

language we use determines how we see the world

connotative meaning

the emotional or attitudinal response people have to a word

+ or -

language variables that effect p communication

vividness, intensity, powerful speech

vividness

info likely to attract our attention and excite imagination the extent it is

emotionally interesting

concrete and imagery provoking

proximate in sensory, temporal, or spacial way

opposite is pallid, boring, unemotional (Nisbett and Ross 1980 ex crayon colors

vivid not necessarily persuasive if incongruent

language intensity

the degree to which a speaker's attitude toward the topic deviates from neutrality

high language intensity

emotional and uses connotative meaning

men using high language are more effective persuaders than women using it (burgoon and stewart 1975)

use this if you have high crediblity

overall powerful speech style increases cred

intensifiers

so, very, surely

cross gender effects

females are more persuasive with males when they use powerless style but with women use powerful style

men using powerless style rated low in cred

ultimate terms (weaver 1953)

culturally specific powerful words

God terms: blessing, sacrafice

devil terms: evil, racist

charasmatic terms: mysterious powers (freedom, democracy, alternative, indie)

euphemisms and doublespeak

substitution of offensive terms. Pass away not die.

Ambiguous or evasive language, team assistant not secretary

sounds better like enhanced interrogation not torture

why use euphemisms

A) save the audiences face: less threat more respect

B) Save your own face: to be perceived as sensitive

why use non verbal behaviors

1. to create impressions of ourselves

2. to establish intamcy, rapport, immediacy

3. to highlight, clarify, or distract

4. to model a behavior

5. to signal a person's expectations and elicit behavior that conforms

direct effects model of immediacy

immidiacy: actions that communicate warmth, closeness, freindliness, and involvment with others (Anderson, 2004)

direct effects model cont.

immideacy increases persuasion

we trust warm freindly people, easier to comply with those we like

Types of non verbal communication: kinesics

kinesics: Facial exp, eye contact, gestures, posture, body movement

upper part of face reveals more true feelings than lower part.

Dominance, persuasivness, aggressivness, credibility

60-90% of eye contact increases P

Kleinke 1980: results depend on the nature of request (legit or illlegit)

smiling is an immidiacy behavior

Albert Mehrabian (1971 theory) start

works when deciphering communication of emphasis and attitudes. When there is a mismatch of words and facial expressions

sources of info 3V

context 7%

tone of voice 38%

nonverbal behavior 55%

in his experiment people belive expressions over words

now seen as a myth

Gestural codes (Ekman and Friesen 1969)

emblems: have precise verbal meanings, intention and retention for increased recall. shrug of uncertainty

Illistrators: accompany speech "i love you sop much", giving directions. ill increase P

Adaptors

Adaptors: self-touching, object adapting

unintentional cues signaling negative feelings and making the speaker feel better

lip/nail biting

hair twirling

regulators

natural behaviors, responsible for the flow of communication

nonverbal acts that maintain and control the back and forth nature of speaking and listening between 2 plus people

nods of head, hand, eye, body movements

used to encourage discourage or change nature of conversation

regulate convo climate and pace

haptics (touching)

should be carefully measured bc of ambiguity they can easily be misused. touch generally faciltitaes compliance gaining

touching bookstore customers on the arm caused them to shop longer buy more and evaluate store more positively (Harrick, 1992)

touch must be percieved as appropriate in location duration and intensity

proxemics: how we use space

men take up more

dominant people are given more

cultural proxemics differences: moon 1999

those living in close proximity are more like us increasing p

expectancy violations theory (Burgoon 1994)

how we react depnds on reward value

attractivness, liking

we are more persuaded when people we like violate our spacial expectations

personal space

invisibubble close = 1-2 ft far = 3-5 ft

cultural proxemics

in the west businesss people stand 2.5-3 ft apart to allow handshaking

closer in S europe, latin America

Can be under a foot in middle east

4ft in japan

chronemics

time spent waiting confers power, status

quick fix mentality in advertising

chromewnics principle of scarcity (Cialdini 19993)

psychological reactance theory

act now

limited time offer

time windows

making more time for you (library coffee shop)

o down , free trial

paralinguistic codes

vocal cues that tell us about personality of the speaker, emotional states, sincerity, etc

2 major elements of paralinguistic codes

voice qualities and vocalizations

sneeze sign pant

people are most persuaded by

fluent, non resitant speech

shorter response latencies

more pitch variation

louder and faster speech