...components of persuasion interpersonal communication and the attribution theory. Even though the young man and woman are still life images they are still using interpersonal communication. Just by looking at their facial expressions you can see that they are both smiling at each other as if they have first met. They are also gazing into each other eyes so that leads me to believe that they know each other. So, this ad incorporates a...
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...Discuss the relationship between persuasion and attitude change? Persuasion is the use of appeals to reasons, values, beliefs, and emotions to convince a listener or reader to think or act in a particular way. We face persuasive advertisements particularly on a daily basis; from the television to magazines. To explain the psychology of persuasion there are various models; the Hovland-Yale model and the elaboration likelihood model. The Hovland-Yale model states that there several factors that will affect how likely a change of attitude through persuasion is, after all behavioural change cannot occur without attitude change also having taken place. The three most prominent factors are the source, the message and the audience. Hovland et al found that source characteristics played an important role in determining the persuasive nature of any communication. The theory states that people more likely to be persuaded when a source presents itself as credible. For example, people were more likely to be persuaded when hearing the information from an expert. This was supported by Bochner and Insko study, where they found that people were more likely to trust a sleep expert than a non-sleep expert, on matters surrounding sleep. The creditable sources were more influencing towards the audience, where with the non-expert source the audience tried to find ways of discrediting the communicator. The Hovland-Yale model says the content of the message is an important factor. When trying...
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...Journal of Advertising, 42(1), 30–41 Copyright C 2013, American Academy of Advertising ISSN: 0091-3367 print / 1557-7805 online DOI: 10.1080/00913367.2012.749082 Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement Hye Jin Yoon Southern Methodist University, Dallas, Texas, USA Spencer F. Tinkham University of Georgia, Athens, Georgia, USA 2010) or ads that ridicule nonusers of the brand (Voss 2009), but these studies researched “humor types” and should be distinguished from humor effects studies in threat persuasion ads. By looking into both the humor and threat persuasion literature, we set out to understand how humorous threat persuasion works in advertising and for whom it may be most effective. Threat persuasion, otherwise known as fear appeal in advertising, deals with critical issues that might have negative consequences for the consumer or the public (e.g., health and environmental issues) (Freimuth et al. 1990). In the ad, threatening information presents the problem, and attitudinal or behavioral suggestions are given as solutions. Threat information is valuable in that it can help protect us from harm but is negative in valence and out of the ordinary in our daily lives. Such substantive yet negative and out-of-the-ordinary information is known to be unpleasant and cognitively arduous to process (e.g., Rozin and Royzman 2001; Schimmack 2005). When humor accompanies threat information, it can...
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...The art of persuasion is an essential part of rhetoric and good argument. There are different levels of communication. If you simply want basic information because you are in an unfamiliar location, that is one thing. On the other hand, in communication at higher levels you are often engaged in the process of sharing a point of view and attempting to get others to share your point of view. Imagine how many aspects of modern business and commerce, local, national and international politics, education, the arts and every form of industry are dependent on intelligent people making persuasive arguments literally countless times each day. In in class speaker, Mr. John Divine, provided us with a great example of this. Mr. Divine is honed in the necessary art of persuasion due to his vast personal experience, as he performed the art of persuasion for both a living and profession. For many years Mr. Divine was involved in sales for IBM, a multinational consulting and technology company who designs and sells computers and computer hardware and software in addition to offering consultancy in technology. Furthermore, Mr. Divine was involved in the political realm of persuasion; he acted as mayor for the town of Salina. Through his personal experience Mr. Divine has come to be a prolific reserve in terms of information pertaining to persuasion. He has come to learn in what cases persuasion is more likely to be effective, which he kindly shared with our class. He told us about key steps which...
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...Persuasion is a procedure aimed at influencing someone’s or a group’s attitude, beliefs or behavior. This type of convincing could be done by expressing information, a message or feelings by using written or spoken words. Persuasion takes strategic planning. We have learned about the seven most popular persuasive strategies used in our daily lives. I never realize how much persuasion is used every day. We see it a lot in marketing and advertising daily. Everyday someone is trying to persuade us to buy an item on TV, radio or signs. Or vice versa we try to influence our peers to do something or feel some way. Many times in my life I have been in situations which involve the persuasion of Reciprocation. I’m going to show that we are always inclined to repay another person with a kind gesture. My part time job is babysitting for a family every day after school and occasionally when needed. One of my experience of reciprocation happen last year right before spring break. I was exhausted studying for midterms and working and trying to get my stuff ready for my trip. The last day before my trip the husband handed me my paycheck and a nice envelope with my name on it. I opened the envelope and to my surprise there was a gift card for $60 and a note wishing a safe trip. I was so excited that I gave him a big hug and thanked him several times. By the time I got home I was so overwhelm that I took time and wrote them a thank you note. As we can see in this situation I felt so...
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...Likable people are more persuasive: 1. Physical attractiveness- attractive people are more persuasive both in terms of getting what they request and in changing another's attitude. 2. Similarity- we like people who are like us. 3. Increased Familiarity- through repeated contact is another factor 4. Association- By connecting themselves or their products with positive things, advertisers, politicians, and merchandisers frequently seek to share in the positivity through the process of association. Commitment and Consistency: People want to be consistent for 3 reasons- 1.To be valued by society- personal consistency is highly valued by society 2. It is beneficial to daily life- also has a positive effect on public image 3. It provides a shortcut through life's complexity Commitments are most effective if they are- 1. Active 2. Public 3. Effortful 4. Internally motivated "Throwing a low ball"- telling someone you will do something, then once they agree and join you , you take it back and they will still be "onboard" because they've already found other reasons to be onboard. Reciprocity: Rule for reciprocation- one person has to pay back what the other has provided, etc. You scratch my back and I will scratch yours. This rule allows one to give to someone with confidence of what he is giving will not be lost. This sense of future obligation develops the continuation of relationships, transactions, and exchanges. The decision to comply with another's request is...
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...The Necessary Art of Persuasion by Jay A. Conger Harvard Business Review Reprint 98304 This document is authorized for use only in MIM FEB 2012 - Organizational Behaviour by IE Business School from January 2012 to March 2013. HarvardBusinessReview M AY– JUNE 1998 Reprint Number DAVID J. COLLIS AND CYNTHIA A . MONTGOMERY CREATING CORPORATE ADVANTAGE 98303 JAY A . CONGER THE NECESSARY ART OF PERSUASION 98304 CHRIS ARGYRIS EMPOWERMENT: THE EMPEROR’S NEW CLOTHES 9 8302 JEFFREY PFEFFER SIX DANGEROUS MYTHS ABOUT PAY 98309 M AHLON APGAR , IV THE ALTERNATIVE WORKPLACE: CHANGING WHERE AND HOW PEOPLE WORK 9 8301 ORIT GADIESH AND JA MES L . GILBERT PROFIT POOLS: A FRESH LOOK AT STRATEGY 9 8305 ORIT GADIESH AND JA MES L . GILBERT m anager’s to ol kit CONSTANTINE VON HOFFM AN HBR CASE STUDY GORD ON SHAW, ROBERT BROWN, and PHILIP BROMILEY ideas at work L ARRY E. GREINER HBR CL ASSIC HOW TO MAP YOUR INDUSTRY’S PROFIT POOL DOES THIS COMPANY NEED A UNION? STRATEGIC STORIES: HOW 3M IS REWRITING BUSINESS PLANNING EVOLUTION AND REVOLUTION AS ORGANIZATIONS GROW JEFFREY E. GARTEN 9 8306 98311 9 8310 9 8308 BO OKS IN REVIEW OPENING THE DOORS FOR BUSINESS IN CHINA This document is authorized for use only in MIM FEB 2012 - Organizational Behaviour by IE Business School from January 2012 to March 2013. 98307 The language of leadership is misunderstood, underutilized...
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...Part I: Theoretical discussion of some concepts on Persuasion 1. Define persuasion and distinguish it from other forms of communication. Persuasion is a form of communication that involves the ability to convince others to change his/her position on a certain subject. But unlike negotiation, which suggests some degree of backing down or meeting in the middle. “Rather than compromising, as in negotiation, effective persuasion will actually convince the opposing party to abandon their previous position and embrace yours (http://westsidetoastmasters.com/resources/laws_persuasion/chap1.html).” In other words, effective persuasion enables you to get other people to willingly do what you want them to do. Looking closely at the definition of Perloff (2003) “Persuasion is a symbolic process in which communicators try to convince other people to change their attitudes or behavior regarding an issue through the transmission of a message, in an atmosphere of free choice.” The two most important component of this definition are: (1) the deliberate intention to change the attitude or behavior of another person, and (2) voluntary compliance, that is, not by force. Therefore, although persuasion is like any other form of communication such that it is a “process of stimulating meaning in the mind of another by means of a message (Putnam, 2014).” it is different from the accidental type since in the accidental form there is no intention to change attitudes or behavior but simply to transmit...
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...Persuasion is the main objective of a company when it comes to advertising products. There are many ways that one can be persuaded, but the three main components of persuasion are pathos, egos, and logos. Ethos, pathos and logos consist of persuading an audience via logic, emotions, and appeal to ethics. The way these three rhetorical appeals are used is crucial for a company when trying to persuade a specific audience. When observing Lancome’s advertisement from a rhetorical perspective, one can argue that this company has effectively persuaded their intended audience; however, one could also argue that adding a few elements would make the advertisement more persuasive. Lancome is a company that sells skin care, make-up, and fragrances. The...
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...Persuasive communications The European commission have recently released there latest figures reviling UK women are the fattest in Europe. Obesity rates have been on a slow climb for the last 10 years which is why it has become one of the NHS main focuses. According BBC health, “Obesity is caused by two simple factors - an unhealthy diet (typically too rich in sugar and fats and not enough fibre and carbohydrate) and not doing enough exercise to burn off the calories consumed.” In 2009, 16% of boys aged 2 to 15, and 15% of girls were classed as obese between the ages of 2-15 The Health and Social Care Information Centre. This large percentage of obesity amongst children needs to be addressed before it become out of hand acceptable in society. David Cameron announced earlier this year that obesity costs the NHS £4 billion a year and that is looking to grow. This issue does need to be tackled to stop the growth of obesity not only to save money but lives too. This essay will be outline Tesco’s ‘great school run’ and the NHS ‘get fit with the Olympics’ campaigns to encourage people to become more active and analyse how they communicate with their publics differently in striving for the same result. It will also look at the similarities and differences applying different theories to each of the campaigns to come to the conclusions of their overall effectiveness. With participation in sport dropping between 2009 and 2010 (Mintel) and obesity levels growing, changes need to be...
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...Dr. Robert Cialdini and 6 principles of persuasion By Tom Polanski, EVP, eBrand Media and eBrand Interactive I have long been a big fan of Dr. Cialdini. I originally became familiar with his work years ago through, “Influence: The Psychology of Persuasion”. It’s a must read. It gave me useful tools to use for marketing to others and taught me how to resist the marketing efforts of others. Here is a reprint from a leading publication regarding his work and a new book he’s coauthored. It’s the cliff notes version of his original book which I referenced in the preceding paragraph. SUMMARY: Influencing others isn’t luck or magic – its science. There are proven ways to help make you more successful as a marketer and an office politician. We talked to a renowned expert on the science of influence and pulled excerpts from two of his books to demonstrate ways to make people say “yes” to your messaging and management. Includes links to scientific studies and takeaways to use at work or at home. Robert Cialdini, Regents’ Professor of Psychology and Marketing, Arizona State University, has spent 30 years studying the ways people are influenced. He’s whittled his findings down to six key principles, found in the fifth edition of ‘Influence: Science and Practice’. We interviewed Cialdini and also read through ‘Yes! 50 Scientifically Proven Ways to Be More Persuasive’, a book he co-authored with Noah Goldstein, a professor at the University of Chicago School of Business, and Steven Martin,...
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...“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion By Jennifer L. Aaker Angela Y. Lee I think the main objectives that authors in this article would like to determine is to illustrate a regulatory focus theory in which people approach pleasure and avoid pain. According to the theory, there are two types of distinct goals that people have. First, individuals with a promotion focus will regulate their behaviors toward positive outcomes. Second, individuals with a prevention focus will regulate their behaviors away from negative outcomes. For instance, the former is who can set a goal in order to have positive outcomes such as advancement, achievement, and aspirations. The latter is who set a goal in order to avoid negative outcomes such as responsibilities, obligations, and security. Both have different considerations in a decision-making process and arrive at a result that both have different types of final decision-making. In addition, in four experiments, we also have to evaluate ‘accessible self-view’ with behaviors which are taken in the experiments and match the behavior with the self-regulatory theory. Each experiments has each objectives. First experiment has an objective that how the promotion and prevention benefits were manipulated through websites to the collected sample of people. Second experiment has a objective to examine whether individuals whose independent self-view is more accessible have...
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...Page 104 Priority publics/stakeholders are those most important to an organization in terms of their potential to an organization in terms of their potential impact on the organization. Page 105 Psychographics are increasingly important for describing diverse publics. One system for analysis of U.S. consumers is VALS tm (values, attitudes and lifestyles), which puts consumers into eight categories. Because people are more interconnected globally, reactions to issues and events are communicated responses. Interactive media have contributed to multiple message sources and thus a fragmentation of publics. As a global source of information, the internet draws users because it is participatory, offers anonymity and affords the development of “communities”. Employers are always an important public because they often have direct contact with a number of other publics. With their insiders’ experience and information, they are perceived as knowledgeable and credible. Keeping employees informed and loyal is crucial for maintaining this PR “front line”. Women in the workplace and women customers can create serious problems with an institution’s reputation if they are victims of harassment or discrimination and make that case publicly. Sensitivity to a minority culture is as important as being aware of and using the language of that minority effectively. Handling issues demands an integrated approach to communication in which an issue, the public and the situation in which...
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...Amanda Lomas English 99 January 24, 2013 Effective Persuasion In the letter, “Letter from Birmingham Jail,” written by Martin Luther King, Jr., was written while king was in jail for being a part of the Birmingham Campaign, which was a non-violent protest to end segregation in the U.S. In the letter, King explain that he is disappointed in the clergy for attacking the members of the African American non-violent civil rights movement and that direct action is the only thing left for them to do. He goes on to say that he hopes “the dark clouds of racial prejudice will soon pass away.” In this letter, King has a very effective argument by using several different persuasive appeals. One persuasive appeal that King uses is called ethos. Ethos refers to the credibility and trustworthiness of the writer or speaker and can often be supported through style of the message and tone. Throughout the whole letter, King has a very even tone. At the beginning of the letter, he calmly explains why he is in jail and is not angry or mad and goes on to explain the four steps to his direct action. Having a calm approach like King shows in this letter makes the reader more inclined to listen rather than having a threatening or aggressive tone. Although he calmly explains himself at the beginning of the letter, King also has the right amount of firmness towards the middle of letter to make the reader believe that what he is saying to true. Towards the end of the letter King apologizes for...
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...About the Six Principles The Six Principles of Influence (also known as the Six Weapons of Influence) were created by Robert Cialdini, Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. He published them in his respected 1984 book "Influence: The Psychology of Persuasion." Cialdini identified the six principles through experimental studies, and by immersing himself in the world of what he called "compliance professionals" – salespeople, fund raisers, recruiters, advertisers, marketers, and so on. (These are people skilled in the art of convincing and influencing others.) The six principles are as follows: 1. Reciprocity As humans, we generally aim to return favors, pay back debts, and treat others as they treat us. According to the idea of reciprocity, this can lead us to feel obliged to offer concessions or discounts to others if they have offered them to us. This is because we're uncomfortable with feeling indebted to them. For example, if a colleague helps you when you're busy with a project, you might feel obliged to support her ideas for improving team processes. You might decide to buy more from a supplier if they have offered you an aggressive discount. Or, you might give money to a charity fundraiser who has given you a flower in the street. 2. Commitment (and Consistency) Cialdini says that we have a deep desire to be consistent. For this reason, once we've committed to something, we're then more inclined to go through with it...
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