COMM 339 -- Persuasion

Dr. Lee McGaan  

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More Message Strategies - Persuasive Appeals


1.    Guilt (AP 26) -  It channels perceptions (sympathy for "victims," focus on restitution, general motivation to act).  For the best outcome use the same three steps listed for fear because, like fear, audiences tend to "turn off" guilt.


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 more moderate one)

2.      car dealer lowers price on accessories


3.   Get commitment - esp. in public   (AP 28)   --  Examples:

1.      use response set bias (a series of yes answers)

2.      fill out the form for info purposes only

3.    Get Indications of support, in public, for the persuader's goal

4.   Use various "Give it a try" options

4.   Practice What You Preach  -- The Use of Hypocrisy  (AP 29
1.  Denial (as the way dissonance is reduced) is likely when we don't want to change behavior (e.g. "safer sex" "quit smoking")
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." )

This channels perceptions of what is desirable.


Last updated 3/22/2016