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Intentional PersuasionPersuasive Effects of the Media What is Persuasion? • • • • The three dimensions of persuasion Change in attitude Change in behavior Persistence of behavior over time How Media Messages Persuade without even Trying • Entertainment messages can exert a powerful influence on attitude and behavior • Possible to change someone’s attitude or behavior without even consciously trying to do so. Happy days - libraries around the country reported to have a 500% increase in library card applications after the character ‘the Fonz’ applied for a card in one particular episode. The Day After… • The Day After - two researchers discovered that exposure of the movie was sufficient to change attitudes about the seriousness of the nuclear war https://www.youtube.com/watch?v=GnXIfC pUqTE The Day After Tomorrow The Day After Tomorrow- researchers reported that after seeing the film, people were willing to give 50% more money toward the effort to mitigate changes in climate. https://www.youtube.com/watch?v=Snvqs WVluCE Central Route to Persuasion a. highly rational and cognitive route to persuasion b. careful scrutiny of messages c. tendency to think up many counterarguments d. counter attitudinal messages-when the message is different from the position that the person holds Peripheral-route to Persuasion • less scrutiny of messages • Certain cues in the message lead people to accept the persuasive proposition * Persuaded while watching movies and programs that were designed to entertain Advertisers use creative ways to entertain audience, people will process the ad as another entertaining bit of media Viewers are more willing to change attitudes and behavior with little thought and scrutiny Weapons of Influence Reciprocation Commitment and Consistency Social Proof Liking Authority Scarcity Reciprocation •We should try to repay in kind, what another person has provided us •By the virtue of the reciprocity rule, we are obligated to the future repayments of favors, gifts, invitations and the like Consistency Consistency in toy sales •Increase advertising before Christmas •Undersupply the toy being advertised •Parents have to get a substitute toy •Increase advertising of the same toy after Christmas •Kids will want it even more than ever and parents have to keep their word Commitment •Once a stand is taken, there is a natural tendency to behave in ways that are stubbornly consistent with the stand •Will be even more committed to something if they wrote it down (acts as tangible proof) Commitment Marketers use commitment in testimonial contests ●“I like the company because ....” ●Consumers would tend to believe in the product more ●https://www.youtube.com/watch?v=i2oybrnUtlY ● Social Proof We determine what is correct by finding out what other people think is correct ● Social Proof Product is “fastest growing”, “largest-selling” ●The message that marketers want to give is, “look at all the people who decided to buy. It must be the correct thing to do” ● Liking ● We tend to agree to the requests of people that we know and like Liking Tupperware Party The Tupperware reperesentator is a friend to everyone invited to the party ●By providing the representative with a percentage of the sales, the company arranges for its customers to buy from and for a friend rather than an unknown salesperson ● Authority We are trained from birth to believe that obedience to proper authority is right and disobedience is wrong ● Authority Marketers commissioned the respect accorded doctors by hiring actors to play a role of doctors on behalf of the products ● Scarcity •Opportunities seem more valuable to us when they are less available Scarcity “limited number” tactic ●Deadline tactic (“while stocks last!”) ● Intentional Persuasion in the Media Questions to Consider • How well do these messages work? • If they do work, what are the theoretical principles behind their success? Using Entertainment to Improve Public Health: • Problems – May not be met with enthusiasm on the part of the creators or the producers – Believe it interferes with their creative license – Turns entertainment into advertising Some Evidence for the Effectiveness of Advertising: • Newspaper: Single-page ad Min. revenue = 10x the cost of the ad • TV – Northwest Mutual Life Insurance Company ~ improved name recognition – Mattel ~ increased value by a factor of about 25 Some Evidence for the Effectiveness of Advertising: • Mattel’s Children Issues – Charles Atkin heavy viewers of TV ads = more likely to consume and to ask their parents to buy the products they see advertised • 1965 Barbie Commercial • 2006 Barbie Commercial – Action for Children’s Television (ACT) lobbied Congress to prohibit children-directed advertising Key Ingredients of the Power of Media Persuasion Power of the Source (Credibility) • 2 Chief Components of Credibility: 1. Expertise- is the message source a real expert in the topic that is being discussed? 2. Trustworthiness- is the source of the message reliable and truthful? Power of the Source (Credibility) • Case Study: – Reynold’s cigarettes case study: • The advertisement featured Patrick Reynolds- the grandson of the Reynolds family-founder of a tobacco company (Camel, Winston and Salem) • Mentioned about the many cigarette-caused diseases and deaths in his family • He even provided detailed statistics on the diseases- adds impact to the seriousness of the issue • Tells others about his current medical condition Power of the Source (Credibility) Audience perceives that the message source has little to gain from delivering the message- the source will be perceived as more trustworthy Message Features • Guilt – Making the audience feel guilty for not responding to a persuasive appeal – Relatively easy to make people feel guilty – Guilt appeals are especially persuasive in the context of interpersonal communication – People are motivated to do things because they feel guilty – Although people avoid people who make us feel guilty, there is no one person that a person can blame in a media campaign • Humor – Being funny makes it easier to be persuasive – Humor attracts attention to the message, creates a favorable attitude and produces a general feeling that the message is less critical – Humor might backfire- people might be more attracted to the joke instead of the actual message – However, humor is better tolerated than repetition