1 N ATURE OF P ERSUASION We are surrounded by persuasion Obvious or intentional persuasion Nonobvious or accidental influence Persuasion is an “art” and a science People can be stubborn, unpredictable Even the most well-funded, well-designed persuasive campaigns may fail P ERVASIVENESS 2 OF P ERSUASION Advertising spending is expected to increase in 2010 to $162 billion per year. (Magna, 2009) The average person is exposed to 300400 persuasive messages per day from the media alone (Rosseli, Skelly, & Mackie, 1995) The average person is exposed to 3001500 advertising messages per day (Jones, 2004) The average person watches 1,000 commercials per week (Berger, 2004) An average of $800 per person is spent on advertising in the U.S. each year (Berger, 2004) Image courtesy of www.freefoto.com VARIETIES OF PERSUASION 3 Anti-war persuasion: Getting naked for peace Billboards Celebrity endorsers Infomercials Logos, insignia TV commercials Merchandising Print ads Product placement Spam, pop-up ads Sponsorship Telemarketing Social media 4 T HE P OSITIVE S IDE P ERSUASION OF Persuasion is not a dirty word Persuasion is a powerful, positive social force Persuasion is necessary, essential to human interaction Persuasion is our friend Essential to public health awareness campaigns Crucial for charities, philanthropic organizations Useful for motivating and inspiring people 5 P ERVASIVENESS Buzz marketing illustrates the pervasiveness of persuasion In addition to traditional media, persuasion relies on: Viral marketing Word of mouth marketing (WOM) Social media marketing OF P ERSUASION 6 P ERVASIVENESS Persuasion Sciences in the Scientists are actively involved in persuasion Over theories and paradigms Over methodologies and research findings Over grants and funding OF P ERSUASION Persuasion Arts in the Artists seek to shape public opinion in and through their work Picasso’s Guernica (1937) offers a moral indictment of war Movies can change attitudes, alter beliefs, increase awareness 7 P ERVASIVENESS OF P ERSUASION Nonobvious Contexts for Persuasion Bumper 12 stickers step programs Intercessory prayer (3rd party) Plays and musicals Panhandling This homeless person is using humor/satire as a panhandling strategy (photo by John Seiter) 8 P ERVASIVENESS Weird Persuasion Dish Texas and buzz marketing William Shatner’s kidney on eBay Acne lights to deter teen loitering Barry Manilow music to deter loitering OF P ERSUASION P ERVASIVENESS 9 OF P ERSUASION Persuasion in interpersonal contexts Most influence attempts occur in the interpersonal arena Persuasion is most effective in face-to-face contexts Less obvious or overt Harder to say “No” in person Easier to analyze, adapt to one’s audience T HE I NSTRUMENTAL F UNCTION OF P ERSUASION 10 Improving one’s own persuasive abilities The ability to persuade is a form of communication competence Communication competence requires effectiveness and appropriateness Like any skill-set, persuasive skills can be improved through training and practice 11 T HE K NOWLEDGE F UNCTION Gaining a better understanding of how persuasion works Overcoming habitual persuasion: Individuals are often unaware of their own habitual, reflexive patterns of persuasion. 12 T HE D EFENSIVE F UNCTION Becoming a more savvy, discerning consumer of persuasive messages Being less likely to succumb to high pressure sales tactics Exposing unethical strategies and tactics T HE D EBUNKING F UNCTION 13 Dispelling folk-wisdom, false stereotypes, and “common-sense” misconceptions about persuasion gaze avoidance is not a reliable sign of deception Subliminal influence is not effective Learning about non-obvious, counterintuitive research findings The “logic” versus “emotion” distinction represents a false dichotomy E THICAL C ONCERNS 14 The study of persuasion is fraught with ethical concerns. Little of the good in the world could be accomplished without persuasion. Not studying persuasion, won’t make persuasion go away. People who claim that persuasion is manipulative are themselves taking a persuasive stance.