Summary
Summary of the book
- Course
- Institution
- Book
Summary of the chapters 1,2,3,4,5,6,7,8,9,10,11,12 & 13 of the book 'The dynamics of persuasion'. Also extra chapter from Kardes (2,3, & 12) and a chapter from Brown (4)
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Samenvatting The Dynamics of Persuasion, ISBN: 9781138100336 Marketing And Persuasive Communication (MPC)
-
Lectures and book summary: The Dynamics of Persuasion; Marketing & Persuasive Communication VU 2020
-
Quiz questions MPC
1 review
By: lottedumpel1 • 2 year ago
Seller
Follow
ElineRijnsburger
Reviews received
Content preview
The dynamics of persuasionCommunication and attitudes in the 21st century
Part one: Foundations
Chapter one: Introduction to persuasion
Persuasion: a symbolic process in which communicators try to convince other people to change their own
attitudes or behaviors regarding an issue through the transmission of a message in an atmosphere of free
choice.
anything that involves molding of shaping attitudes (advertising and social change). You have to be
aware that you are getting influenced and then you have to make a (un)conscious decision.
Features of persuasion:
- The number and reach of persuasive communications have grown exponentially.
- Persuasive messages travel faster than ever before.
o Texts, tweets and short posts.
- Persuasion has become institutionalized.
o Companies are in the persuasion business.
o Gets taken over by bloggers etc.
- Persuasive communication has become more subtle and devious.
o From ‘door-to-door’ to soft-sell messages that play on emotions.
o Sponsored stories and pictures (influencers).
- Persuasive communication is more complex and mediated.
o From small communities to industrialization less knowledge of the clients.
o Also, more diverse customers so you cannot know what they think etc.
o Also, more technology which comes between the communicator and message recipient.
- Persuasive communication has gone digital.
o Increased complexity, blurring lines among information, entertainment and influence.
o Something can be used to persuade without it being initially intended.
o Interactivity for two-way communication between senders and receivers.
- Social media intersections.
o Involves simple catchphrases.
o Diffuse more quickly and widely.
o Enable others to participate (without thinking it through).
o Capable of mobilizing individuals across national boundaries.
o It can be an echo chamber.
o Spreading of false information.
Persuasion is a symbolic process
Persuasion takes time, consists of a number of steps and actively involves the recipient of the message (like
teaching). Multiple and shifting meaning are centerpieces of persuasion.
Symbol: a form of language in which one entity represents a concept or idea, communicating rich
psychological and cultural meaning.
,Persuasion involves an attempt to influence
Persuaders must intend to change another person’s attitude or behavior and must be aware that they are
trying to accomplish this goal. It’s a type of social influence.
Social influence: process in which the behavior of one person alters the thoughts or actions of another (not
intended).
People persuade themselves
People persuade themselves to change attitudes or behavior (think of therapy, the therapist doesn’t
persuade you, you do it yourself). “The devotion and total commitment to an idea comes only when you
fully understand and buy in.”
Persuasion involves the transmission of a message
Persuasion is a communicative activity (news, songs, etc.).
Persuasion requires free choice
You are ‘free’ when you have the ability to act otherwise or reflect critically. But you don’t have absolute
freedom.
Persuasion versus coercion
Persuasion deals with reason and verbal appeals. Coercion employs force.
Coercion: a technique for forcing people to act as the coercer wants them to act- presumably contrary to
their preferences (can include threats).
Coercion occurs when the influence agent; delivers a believable threat of significant physical or
emotional harm to those who refuse the directive; deprives the individual of some measure of
freedom or autonomy; and attempts to induce the individual to act contrary to her preferences.
Persuasion occurs when in an atmosphere of free choice.
An influence attempt can be persuasion for one person, yet coercive for another.
There are two additional terms that need to be discusses: propaganda and manipulation.
Propaganda: a form of communication in which the leaders of a ruling group have near or total control
over the transmission of information, typically relying on mass or social media to reach target audience,
using language and symbols in a manipulative fashion.
Key differences between propaganda and persuasion:
1. Propaganda refers to instances in which a group has near or total control over the transmission of
information and dissent (afwijkende mening) is forcibly discouraged.
Persuasion involves a free flow of information, where people have access to perspectives that
challenge the government.
2. Propaganda is deceptive (bedriegelijk), presenting only one slice of the facts.
3. Propaganda typically involves the media.
Persuasion occurs in mediated settings, but also in interpersonal and organizational contexts.
4. Propaganda uses a negative meaning of the terms; it’s associated with bad things.
Persuasion is viewed as more of a positive force.
Manipulation: a persuasion technique that occurs when a communicator hides his or her true persuasive
goals, hoping to mislead the recipient by delivering an overt message that disguises its true intent. Also
assumes free choice.
Understanding persuasive communication effects
Shaping
o E.g., Nike accompanied with celebrities.
, o socialization can be regarded as an example of attitude shaping.
Reinforcing
o Reinforce a position people already have.
Changing
o (markedly) change attitudes.
Chapter two: Historical and ethical foundations
Historical review of persuasion scholarship
Ancient Greece; ‘It’s all Sophos to me’
Rhetoric: the use of argumentation, language and public address to influence audiences (aka persuasion).
The Sophists (teachers) traveled from city to city, peddling their intellectual wares for a fee. Plato didn’t
agree with them. The Sophists believed they were rocking the foundations of the educational
establishment by giving people practical knowledge. They also were democrats, willing to teach any citizen
who could afford their tuition.
Plato= the people who hate advertisements these days.
The Sophists= address those practical persuaders (e.g., advertisers) who have to make a living and need
practical knowledge to promote their products.
Two approaches to think about persuasion:
1. Emphasizes in-depth thinking and cogent arguments.
2. Focuses on style, oratory, and simpler persuasive appeals.
The first persuasion theorist
Aristotle (student of Plato) saw points in the side of Plato and the Sophists; truth is important and
persuasive communication is a practical tool.
He developed the first theories about persuasion. There were 3 main ingredients:
1. Ethos
a. The nature of the communicator.
2. Logos
a. Message arguments.
3. Pathos
a. The emotional state of the audience.
speakers must adapt to their audiences by considering in their speeches those factors that were most
persuasive to an audience member.
FYI: Greek civilization gave way to Rome.
When in Rome, speak as the Roman Rhetoricians
Cicero extolled the virtue of public speech. He maintained that the ideal orator should be capable of
controlling facial expressions, as well as physical gestures. Early rhetoricians passionately celebrated the
art of public address.
Rhetorical developments in the United States
The work of the early rhetoricians survived through several events and influenced the political philosophy
of subsequent generations, including the founders of the United States.
During the 20th century rhetoric took a different turn; it emphasized the power of emotion, human
psychology and the increasingly pervasive mass media. Kenneth Burke suggested ways that social protest
movements could harness rhetoric to challenge and upend the status quo. Later rhetoric itself was being
questioned.
, What once was a small field that broke off from philosophy has blossomed into a multidisciplinary field of
study.
The contemporary study of persuasion
Rules for theorizing:
1. State propositions in value-free language.
2. You can’t persuade people by merely scaring them
3. Physical appeal is the key to persuasion
Researchers study persuasion in 2 ways:
Experiment
o Controlled studies that take place in artificial settings.
o Provides convincing evidence that one variable causes change in another.
o They don’t tell us about persuasion that occurs in everyday life among diverse population
groups.
Surveys
o Questionnaire studies that examine the relationship between one factor and another.
o Surveys do not provide unequivocal evidence of causation.
Persuasion and ethics
Is the need to influence incompatible with the ethical treatment of human beings?
Some say it is.
Others say persuasion is fundamentally moral and better than coercion because people are free to
accept or reject the communicator’s message.
Persuasion can be used for a host of good and bad purposes, with ethical and unethical intentions.
Normative theories of ethics
Suggesting what people ought to do, in light of moral philosophy and a vision of the good life.
2 perspectives:
Utilitarianism: offers a series of common-sense solutions to moral dilemmas. Emphasized utility or
consequences. Actions are judged based on whether they produce more positive than negative
consequences. But it can put consequences ahead of other considerations.
Kant’s deontological theory: emphasizes moral duties, universal obligations and according respect
to individuals as ends in and of themselves. It has to do with the intention.
o calling attention to human dignity; emphasizes the importance of duty and acting on the
basis of morally upright intentions.
o Intention of the communicator
How to become an ethical persuader?
Emphasize the development of thoughtful, humane arguments, advanced forcefully, but not
aggressively.
Affirm the dignity of each person, treat audience members as free and autonomous agents, present
facts and opinions fairly, and provide different perspectives on an issue to enable people to make
the most thoughtful decision possible
Chapter two: Consumer Attention and Comprehension (Kardes)
Attention: bringing information into conscious awareness through perception
Comprehension: the ability to learn the meaning of new information by relating it to old information stored
in memory.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ElineRijnsburger. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.95. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
67474 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now