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For each of the persuasion “events” described below, identify the specific persuasion theory you believe best explains or
fits the circumstances or method used by the “persuader” (or the result
described). Then explain in a few
words why the theory you selected seems the correct one (e.g. what features
of the theory match elements of the event).
- When
I want my roommate to give me a ride to Galesburg, I offer to buy him food at
Buffalo Wild Wings.
McGuire's 2-stage theory.
Presumably the roommate can and has in the past "received" the
message so the emphasis here is on giving a reward to facilitate
"yielding" by the roommate. Hovland's
theory will work as well, "incentive to act." The
Rational Model can also work if explained clearly in terms of B+V/M, as
discussed in class
- Soft
drink companies often select popular, famous people to appear in their
TV commercials.
Heider's Balance Theory. Advertisers assume you will
have a positive view (valance) toward the source of their message (the
popular celebrity who speaks positively of the product) and, therefore, you
will seek balance in your views by also developing a positive view of their
product. ELM Peripheral Rt. is a
possible but weak choice here
- When
public health officials attempt to convince parents to vaccinate their
children for mumps and measles, it is very important that parents
understand the dangers these diseases pose to children before pressuring
the parents to sign a consent form.
Hovland's Learning Theory.
Presenting the dangers of the diseases likely will both get attention
of the parents (step 1) and insuring they understand will meet
comprehension and recall elements of the theory (steps 2 and 3).
Pressure to sign the form at the urging of experts would be the incentive (step 4).
McGuire works too.
- A
Maxwell House “Celebrate the Moments of your Life” commercial for coffee
shows a mother and daughter talking lovingly about the daughter’s
impending marriage as they sit down together and share a cup of (Maxwell
House) coffee
together.
Identity-emotive Model.
The ad sets a scene up where the desirable identity (step 1
-loving relationship between mom and daughter) can be shown and
enacted (steps 2 and 3). Then Maxwell House coffee provides
the means for enacting the relationship by having coffee (the product to be
sold) together (step 4).
.
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In the last election, many political candidates believed that
voters would oppose higher taxes because times are tough and higher taxes
will take money out of voters pockets -- so those candidates promised not to raise taxes if elected.
Rational Model. A candidate wants
voters to believe (B) he will keep taxes from rising. That belief
attaches to their motive (M) that "higher taxes will hurt me / cost me
money" yielding a positive attitude (Att) toward the candidate that may result in getting their votes.(Beh.)
Balance Theory and Congruity Theory can work for this too
if well explained.
- Magazine
ads for designer clothes sometimes show very attractive people in
luxurious locations with no words, just the designer’s logo.
ELM - peripheral route. The ad
doesn't really give anything for the receiver to think about. It
appears to work mostly with a disengaged mind by using source attraction to
link the product to positive feelings. I.E.M.
is a stretch since not product is mentioned or associated with the message.
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