Week 3 - Persuasion and compliance gaining Flashcards
Central route to persuasion
We look at the message itself as its content and quality matter.
Peripheral route to persuasion
We look for heuristic cues, such as qualities of the sender (attractiveness).
Embodied persuasion
How we move and use our bodies can affect how convincing we are or how likely we are to be convinced by others
What are some simple cues through which we process persuasive messages?
Basic association: When an initially neutral stimuli is encountered along with a conditioning stimulus that is associated with positive/negative emotions (nodding vs. shaking the head and evaluating a neutral object, a pen)
Simple inferences: Bodily responses can influence attitudes by triggering simple inferences. If we’re feeling relaxed when we hear a message, we might think that message is good.
Bodily responses influence amount of thinking.
The way we use our bodies can influence how much and deeply we think.
If an attitude can be formed by effortful information processing, it should be strong.
Bodily responses influence the direction of thinking
Bodily responses can shape attitudes by affecting the valence of the thoughts that come to mind when thinking about an attitude object. For example, nodders agree more with a message than shakers.
Bodily responses can influence thought-confidence
Bodily movements can affect how confident we feel about our thoughts.
Self-validiation hypothesis: generating thoughts is not sufficient for them to have an impact, one must also have confidence.
Ethos - credibiltiy
Personal proofs:
Warmth and competence
Power/authority
Relationship
Liking
Attractiveness
Humor
Logos - credibility
Logical proofs:
Message delivery
Counter-attitudinal advocacy
Request size
Consensus
Reciprocation
Pathos - emotion
Emotional proofs:
Threat or fear
Moral appeals
Scarcity value
Consistency and commitment
Elaboration Likelihood Model of persuasion
Attitude change is affected by our level of thinking
Warmth and competence
Getting on with people: employee centered
Getting on with the job: job-oriented
Warmth traits
Friendly
Helpful
Sincere
Trustworthy
Moral
Competence traits
Intelligent
Skilled
Creative
Efficacious
Clever
Efficient
Asch’s configural model
Explains how we form impressions of others based on ‘central traits’ and ‘peripheral traits’
Central traits
Have a strong influence on impression formation (warm or cold)
Peripheral traits
Traits that are less impactful on impression formation
Door-in-the-face technique
Persuader makes a large request, expecting you to reject it, then presents a smaller request
Foot-in-the-door technique
Persuader gets you to comply with a small request first, then later presents a larger request
Lowballing
Persuader offers item at a lower price to get them to commit, then suddenly raises the price
Projecting warmth
Duchenne smile
Immediacy cues (leaning forward)
Relaxed posture
Mimicry
Projecting competence
Dominance and power cues: open posture, proxemics
Halo effect of being warm
The halo effect of being warm leads to the assumption that you are also competent
Contrast effects
When you appear to be more competent, some might see you as less warm.
Innuendo effect
When only positive information on one dimension is given (only warmth, but competence info omitted)
Listeners draw negative inferences about the other dimensions even though they received only positive info.
Prejudice toward female leaders
Women first have to ‘act like men’ to be perceived as leaders
Double standard for agency
Agentic women are viewed as highly competent, but they are not liked as much as agentic men
Agentic men are perceived as warmer than agentic women.
The primacy of warmth judgments
People assess warmth before competence, impacting affective and behavioral responses
Evolutionary perspective
Understanding a person’s intent is more critical for survival than assessing their ability to act on those intentions
Diagnosticity of warmth and competence information
Warmth: negative behavior is more diagnostic, because we assume that’s how to the person is. Positive behavior is perceived as controllable and socially-cued.
Competence: positive behavior is more diagnostic because competence is attributed to abilities, not social demands.
Stereotype content model
Categorizes societal groups based on perceptions and aligns with ethnic stereotypes and contemporary social group dynamics
Behavioral Inhibition and Activation System
Yields distinct discrimination types.
Warm + competent = admiration + active and passive facilitation
Cold + incompetent = contempt + active and passive harm
Competent + cold = envy + passive association and active harm
Warm + not competent = pity + active helping and passive neglect
Consequences of warmth and competence judgments (in organizations)
Impact on selection and assignment
Subjective evaluations
Team dynamics
How to avoid making biased judgments?
Leaders’ influence: they must not convey permission for discriminatory behavior
Peers’ influence
Personnel evaluations
Communion dimension
Traits and behaviors related to warmth, friendliness and trustworthiness
Agency dimension
Traits and behaviors such as ambitious, competent or self-confidence
Preferential Processing hypothesis
Information pertaining to communion dimension is processed preferentially on various levels of social information
First approach vs avoidance
Dual Perspective Model (DPM)
Explains how we see ourselves versus how others see us.
Agency (being strong and independent) is what we focus on when thinking about ourselves.
Communion (being friendly and caring) is what others focus on when they think about us.
Evolutionary psychology of leadership
People are programmed to assess whether others are a threat before considering whether they are capable.
Downside of leading with competence
Can create distance between leaders as they can be perceived as cold
Leading in high-stress situations
Warmth to de-escalate tension
Competence to instill confidence
Strategies for effective communication
Acknowledge audience concerns
Use inclusive message
Engage in dialogue
Creating credibility
Consistent, transparent and honest communication
Recognising limitations of scientific findings
ELM two routes of persuasion
Central: based on thoughtful, logical processing
Peripheral: based on superficial cues
Cognitive dissonance theory
People are motivated to reduce the discomfort caused by conflicting beliefs or attitudes, which can lead to changes when persuasive messages highlight this dissonance.
Social judgment theory
Persuasion occurs within a person’s range of acceptance, rejection or neutrality
Psychological processes in persuasion
Reciprocity
Commitment and consistency
Social proof
Authority
Liking
Scarcity
Persuasive communication techniques
Framing (positive/negative)
Emotional appeals (needs to be balanced with logic)
Message tailoring (customising message to audiences’ beliefs)
Repetition
