![]() ![]() Figure 4.4Įxpert communicators may sometimes be perceived as trustworthy because they know a lot about the product they are selling. Trustworthy communicators are effective because they allow us to feel good about ourselves when we accept their message, often without critically evaluating its content (Priester & Petty, 2003). ![]() People such as the media mogul Oprah Winfrey, tennis star Roger Federer, and the musician Bono have been used as communicators for products in part because we see them as trustworthy and thus likely to present an unbiased message. The success of Tupperware parties, in which friends get together to buy products from other friends, may be due more to the fact that people like the “salesperson” than to the nature of the product. And we also tend to trust the people that we like. When communicators are perceived as attractive and similar to us, we tend to like them. This is of course why advertisements targeted at teenagers frequently use teenagers to present the message, and why advertisements targeted at the elderly use older communicators. We’re also more persuaded by people who are similar to us in terms of opinions and values than by those whom we perceive as being different. And as the many marketers who include free gifts, such as mailing labels or small toys, in their requests for charitable donations well know, we are more likely to respond to communicators who offer us something personally beneficial. Attractive communicators create a positive association with the product they are trying to sell and put us in a good mood, which makes us more likely to accept their messages. For instance, attractive communicators are frequently more effective persuaders than are unattractive communicators. In general, we can say that communicators are more effective when they help their recipients feel good about themselves-that is, by appealing to self-concern. Research has demonstrated that the same message will be more effective if is delivered by a more persuasive communicator. Persuaders also must understand how the communication they are presenting relates to the message recipient-his or her motivations, desires, and goals. Furthermore, to accomplish these goals, persuaders must consider the cognitive, affective, and behavioral aspects of their methods. In order to be effective persuaders, we must first get people’s attention, then send an effective message to them, and then ensure that they process the message in the way we would like them to. Following the approach used by some of the earliest social psychologists and that still forms the basis of thinking about the power of communication, we will consider which communicators can deliver the most effective messages to which types of message recipients (Hovland, Lumsdaine, & Sheffield (1949). If you think that advertisers and marketers have too much influence, then this section will help you understand how to resist such attempts at persuasion. Persuasion is also used to encourage people to donate to charitable causes, to volunteer to give blood, and to engage in healthy behaviors. ![]() For instance, a review of the research literature indicates that mass-media anti-smoking campaigns are associated with reduced smoking rates among both adults and youth (Friend & Levy, 2001). But persuasion can also have more positive outcomes. Reynolds Company started airing its Joe Camel ads for cigarettes on TV in the 1980s, Camel’s share of cigarette sales to children increased dramatically. There is substantial evidence that advertising is effective in changing attitudes. The ads appear on billboards, website popup ads, buses, TV infomercials, and…well, you name it! It’s been estimated that over $500 billion is spent annually on advertising worldwide (Johnson, 2013). The goal of these ads is to sell us cars, computers, video games, clothes, and even political candidates. Summarize the variables that make us more or less resistant to persuasive appeals.Įvery day we are bombarded by advertisements of every sort.Review the conditions under which attitudes are best changed using spontaneous versus thoughtful strategies.Outline how persuasion is determined by the choice of effective communicators and effective messages. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |