knowing the right buttons to push prepared by robert gass & john seiter copyright © 2011...
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Communicator Characteristics
knowing the right buttons to push
Prepared by Robert Gass & John SeiterCopyright © 2011 Pearson Education, Inc. All Rights Reserved
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Age: ChildrenChildren are easy marks.
“young children — younger than 8 years — are cognitively and psychologically defenseless against advertising. They do not understand the notion of intent to sell and frequently accept advertising claims at face value” (American Academy of Pediatrics, cited by Strasberger, 2006)
Persuaders target children.
The average child in the U.S. sees 40,000 commercials per year.
Junk food and obesity Alcohol and tobacco
advertising Sexual messages on TV Internet predators
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Age: ElderlyAge alone does not make people more gullible.
Politeness reduces some seniors’ willingness to hang up or say no.
Cognitive impairments make some seniors more vulnerable.
Loneliness, isolation may make some seniors more vulnerable.
Common scams targeting seniors
Telemarketing scams
Lottery and sweepstakes scams
Fraudulent prizes Bank examiner
cons
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GenderGender stereotypes affect persuasion more than actual gender differences.Reinforcement Expectancy Theory
Female MDs are expected to be more communal, nurturing.
Male MDs are expected to be more assertive, leader-like.
Individual differences matter more than gender differences.
Women are as different from one another as from men.
Goals, plans, and resources affect persuasion more than gender. Cross-Sex Effect
Women are more easily persuaded by males, and vice versa.
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GenderGender differences in persuasion tend to be overlapping, rather than “either-or.”
For any given communication trait, such as assertiveness, the curves for females and males tend to be normal and overlapping.
MalesFemale
s
All these females would be
more assertive
Than all these males
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Ethnicity and Culture
Individualistic cultures value personal autonomy.
Direct, assertive persuasion strategies
Collectivistic cultures emphasize fitting in.
Indirect, cooperative persuasion strategies
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IntelligenceLess intelligent people are generally easier to persuade
But…Less intelligent people may have more difficulty comprehending the message.Intelligence is not synonymous with knowledge or education on a topic.
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States and TraitsSelf-Esteem, Anxiety, Self-Monitoring, Ego-
Involvement, Dogmatism & Authoritarianism, Cognitive Complexity & Need for Cognition,
Argumentativeness and Verbal Aggressiveness
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Self-EsteemThe Trade-off between low and high esteem
Low esteem: more likely to yield, but less likely to follow through.
High esteem: less likely to yield, but more likely to follow through.
People with moderate esteem may be the most persuadable.
Images courtesy of www.aperfectworld.orghttp://aperfectworld.org/emotions.htm
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Anxietyhigh anxiety may increase perceived vulnerability,
but…high anxiety may also trigger avoidance or panic.
Image courtesy of www.aperfectworld.orghttp://aperfectworld.org/emotions.htm
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Self-MonitoringHigh self-monitors are:
More adaptable, sensitive to social cues
More responsive to image-oriented ads
Low self-monitors are:
More independent, less conforming
More responsive to product features and functions
Image courtesy of www.aperfectworld.orghttp://aperfectworld.org/emotions.htm
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Ego-InvolvementEgo involved people tend to have:
Smaller latitudes of acceptance
Wider latitudes of rejection
More ego involved people tend to have narrower views.
Assimilation: a message is perceived as being closer to one’s own position.Contrast: a message is perceived as being farther from one’s own position.
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Social Judgment Theory
Naomi is mildly ego-involved on the issue of abortion.
Loretta is highly ego-involved on the issue of abortion.
small latitude of acceptance
large latitude of rejection
large latitude of acceptance
small latitude of rejection
Naomi’s attitude
Loretta’s attitude
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Issue-InvolvementAccording to the ELM, a person with high issue involvement:
will rely on central processing will be more responsive to good arguments
and evidence.A person with low issue involvement:
will favor peripheral processing. will look for mental shortcuts, heuristic
cues
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Dogmatism and Authoritarianism
Authoritarian personalities are close-minded and conservative.Dogmatism is a broader construct.
Dogmatic people may be conservative or liberal.
Dogmatic people engage in rigid, doctrinaire thinking.
Dogmatic people are more persuadable by authority figures.
“Dogmatism—not religious fundamentalism, terrorism, or fanaticism in general—is the greatest threat to social, political, and scientific progress” (Johnson, 2009)
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Dogmatism & Authoritarianism
“High” dogs: Prefer clear-cut rules
and order. Like status
hierarchies. Respect authority
figures View the world in
black or white.
“Low” dogs: Prefer fewer rules,
more flexibility. Place less emphasis
on status and hierarchy.
Are less obedient to authority.
View the world in shades of gray.
“Only if someone I respect
says so…”
Image courtesy of www.aperfectworld.orghttp://aperfectworld.org/emotions.htm
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Cognitive Complexity &Need for Cognition
Need for cognition is the desire to think about, reflect on things.Cognitive complexity involves the number of constructs people use when thinking.
Cognitively complex (as opposed to cognitively simple) people:
are better at perspective taking
are more likely to use central processing
can tolerate more inconsistency
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Aggressiveness &Argumentativeness
Verbal aggressiveness:
Is a destructive trait. Involves attacking
another’s self concept.
High aggressives: Engage in name
calling, put downs, threats.
Argumentativeness: Is a constructive
trait.High argumentatives:
Focus on the issue, not on personalities.
Edit their arguments before making them.