Message Strategies - Persuasive Appeals
1. Packaging
and Heuristics (AP 17) - coding for favorable audience inferences
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Elements:
dress for success, include many arguments -> quantity of arguments
=strength of argument, laugh and
applause tracks, buzz words & PC
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MOST USED WHEN
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There’s little time to think
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Overloaded with information
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Issue isn't very important
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Little information is generally available
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When heuristic comes quickly to mind ("If it doesn't fit,
you must acquit.")
2. Self-persuasion
(AP18) - getting people to generate arguments for your position is effective
3. Vividness
(AP 19) emotionally
involving, concrete imagery, immediate/personal support works best
4. Repetition
(AP 20) -
1. greater familiarity tends to make the item seem more
attractive and truthful
2. repetition with variation (in ads) is best (avoids a sleeper effect)
5. Use
distraction (to prevent formation of counter-arguments) [ songs and jingles, add artsy stuff, skin, fast motion] AP 21
1. but don't distract the audience from your points
2. works best with weaker arguments - strong arguments may
become less effective with distractions
1. "If
you want an inch, ask for a mile (sometimes) AP 22
1. ask for a lot when source credibility is high
2. ask for a moderate change (social judgment theory) when
sources credibility is not esp. high
2. One side or two? (AP 23)
1. Use two
sides for more knowledgeable audiences and refute opponents view (inoculate)
2. Use one
side for audiences already firmly on your side
3. Use two
sides for audiences somewhat opposed
4. If you are
the leader, maybe you don’t want to give the competition free publicity
5. In message
dense environments, go one-sided, since weighting arguments isn’t going to
occur anyway.
3. Reveal your thesis
early on or not?
1. If there’s
a chance your point will be missed or confused, reveal early
2. If you are
confident the audience will turn off if they know your position, withhold
thesis until later
3. But
remember, sometimes people respect a messenger who is forthright in opposing
them if he is respectful
4. Fear - more is better
if ... (AP 24)
1. message contains specific recommendations to avoid threat
2. the recommendation is perceived as effective
3. the receiver believes that he/she can follow the
recommendation
5. The Granfalloon (AP 25) --
creating the (artificial) in-group / out-group
1. reference groups
2. co-option
1. Guilt (AP 26) - It channels
perceptions (sympathy for "victims," focus on restitution, general
motivation to act)
2. One flower given - the principle of
reciprocity ( AP 27) -- variations
1. door in the face (getting rejected for an extreme
request serves as the set up for a
moderate one)
2. car dealer lowers price on accessories
3. Get
commitment - esp. in public (AP 28)
1. use response set bias (a series of yes answers)
2. fill out the form for info purposes only
3. indicate in public support for the cause
4.
Practice
What You Preach -- The Use of Hypocrisy (AP 29
1. Denial as dissonance reduction is likely when we don't want to change
behavior (e.g. "safer sex")
2. To overcome denial, arranging for "self-persuasion" may be
the most effective alternative.
3. Thus, setting up a situation in which hypocrisy is the consequence of
denial creates additional dissonance, especially when teamed with "public
commitment," and may yield reduction in the persuader's preferred
direction.
5. Scarcity sells (AP 30)
1. Limited
time and availability ("...only 295 firing days") and
2. phantoms ("If
product X is best but not available maybe you should consider the next most
similar product." )
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This channels perceptions of what is desirable.
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