Seth M' Noar, Ph'D'

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Why Study Persuasion?An Introduction(Chapter 1)

• Seth M. Noar, Ph.D.
• Department of Communication
• University of Kentucky

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Why Study Persuasion?

• Persuasion is a central feature of human
  communication (its all around us)
• Persuasion in the sciences
• Scientists need to convince others that their
  theories and findings have merit
• Persuasion in the arts
• Many forms of art include messages related to
  politics, human nature, etc.
• Persuasion is both an art and a science

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4 Benefits of Studying Persuasion

• Instrumental Function becoming a more effective
  persuader
• Communication Competence the ability to
  communicate in a way that is perceived as
  effective and appropriate
• Knowledge and Awareness Function enhancing your
  knowledge and awareness about a variety of
  persuasive processes
• Habitual Persuasion when we fall into using the
  same persuasive techniques

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4 Benefits (contd)

• Defensive Function becoming better at resisting
  and defending against persuasive messages
• If you know how persuasion works, you are less
  likely to be taken in by it
• 4. Debunking Function dispelling myths about
  what is persuasive and what is not
• There are many common sense ideas out there,
  but many are not supported scientifically

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2 Criticisms of Persuasion

• 1. Studying persuasion fosters a manipulative or
  coercive approach to communication or
  relationships.
• Response
• Persuasion can be viewed as an amoral tool. It
  can be used for good or bad purposes (e.g., fear
  appeals).
• Learning about persuasion serves a defensive
  function
• This criticism itself is a persuasive message
  which seeks to define the proper study of
  things.

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2 Criticisms (contd)

• 2. Findings with regard to persuasion are too
  inconclusive and contradictory to study.
• Response
• This criticism doesnt make sense. If we dont
  understand something, LETS STUDY IT.
• Meta-analysis (research synthesis) has allowed
  more generalizations to be made regarding the
  study of persuasion.
• We learn about persuasion every day in our daily
  lives not just in the classroom.

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What Constitutes Persuasion? (Chapter 2)
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Defining Persuasion

• Pure Persuasion clear cut cases of persuasion
  (e.g., TV ad, debate, editorial)
• Borderline Cases of Persuasion cases that are
  on the line in terms of persuasion (e.g.,
  non-verbal behavior)
• Various definitions of persuasion offered in the
  literature. No one definition thats perfect.

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5 Limiting Criteria for Defining Persuasion

• Intentionality criterion Extent to which the
  persuasion involves a conscious effort at
  influencing the receiver
• In some cases intent may not really be there
  (e.g., MTV and other shows)
• In some cases people dont necessarily have an
  outcome in mind (e.g., upset with a friend)
• Its not always clear what the true intent is
  who makes the determination?
• Intra-audience effects (e.g., what others thought
  about the message)
• Interpersonal (with 2 people) and interactive
  contexts make intent difficult to determine

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Limiting Criteria (contd)

• 2. Effects criterion Extent to which persuasion
  has taken place in the absence of someone being
  persuaded
• Focuses on persuasion as a product rather than
  process. Persuasion is best viewed as a process.
• Makes it a simple SOURCE -gt RECEIVER interaction
  when its actually interpersonal.
• What would being persuaded mean? (e.g., how
  much attitude, belief, behavior change?)
• Not clear who decides whether someone was
  persuaded or not (e.g., supreme court AA case)

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Limiting Criteria (contd)

• 3. Free Will and Awareness criterion Extent to
  which persuasion is coercive or non-coercive
• Much persuasion has some coercive aspects built
  into it (e.g., the way certain charities ask for
  money).
• Persuasion and coercion are related, but are
  not the same thing. Coercion may be on the far
  end of a persuasion continuum.

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Limiting Criteria (contd)

• 4. Symbolic Action criterion The extent to
  which persuasion is 1-channel symbolic expression
  (language, text, etc.)
• This doesnt consider the whole picture (e.g.,
  magazine ads)
• This overlooks non-verbal behavior (e.g., eye
  contact, gestures, etc.)
• Overall, this limits the definition of persuasion
  too much.

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Limiting Criteria (contd)

• 5. Interpersonal vs. Intrapersonal criterion
  The extent to which persuasion is 1 versus 2 or
  more people (or sources)
• This leaves out all the cases when we try to
  persuade ourselves.
• Many of these limiting criteria, including this
  one, differ on pure versus borderline cases
  of persuasion.

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Enhanced Model of Persuasion
Borderline Cases
INTERPERSONAL
INTENTIONAL
Pure Cases
SYMBOLIC
EFFECTS
NONCOERCIVE
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Persuasion Context

• Number of communicators
• Synchronous (real time) versus asynchronous (back
  and forth)
• Ratio of verbal to non-verbal cues (e.g., words
  versus images)
• Mediated (computers, TV) versus unmediated (face
  to face)
• Goal-directed versus not (all communication has
  some goal)
• Cultural differences

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At last A Definition

• Persuasion involves 1 or more persons who are
  engaged in the activity of creating, reinforcing,
  modifying, or extinguishing beliefs, attitudes,
  intentions, motivations, and / or behaviors
  within the constraints of a given communication
  context.
• This definition
• Includes both pure and borderline cases of
  persuasion.
• Focuses on persuasion as a process rather than an
  outcome.
• Is the authors definition, and others may
  disagree (e.g., salesperson).

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Completed Model of Persuasion
FACE TO FACE

BORDERLINE
PURE PERSUASION
CONTEXT
PUBLIC
MASS MEDIA
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What isnt Persuasion?

• Nearly all human communication is potentially
  persuasion, but not all of it is persuasion.
• It all depends on the degree of persuasive
  ingredients in the message (e.g., limiting
  criteria)
• (none -gt borderline -gt pure persuasion)

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Persuasion Definition Activity

• For each scenario, answer these questions
• How does this rate on the limiting criteria
• Intentionality
• Effects
• Free will and awareness
• Symbolic action
• Interpersonal versus intrapersonal
• Is this a pure or borderline case of persuasion?
• How might contextual factors affect this
  scenario?

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How does persuasion happen?

• Process models of persuasion describe how
  persuasion functions
• Specifically, these models explain the manner in
  which people react to persuasive messages
• Dual Process Models persuasion operates via two
  basic paths
• 2 well known models are the ELM and HSM

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Elaboration Likelihood Model

• Developed by Petty Cacioppo
• Persuasion happens via two routes, central and
  peripheral
• Central processing involves cognitive
  elaboration, or thinking about and analyzing the
  content of a message
• Peripheral processing involves focusing on cues
  not directly relevant to the substance of the
  message (e.g., catchy jingle, attractiveness of
  source)
• Elaboration exists on a continuum
• no -gt low -gt high

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ELM (contd)

• Parallel processing (both types happening at the
  same time) is possible, but not very likely.
• Which processing you engage in depends on
• Motivation (low vs. high involvement)
• Ability (understanding the topic)
• Other factors can also effect which type of
  processing, including distractions such as noise,
  mood, need for cognition, etc.
• As one might expect, central processing results
  in one having a longer lasting, stronger position
  on an issue than peripheral processing.

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Heuristic Systematic Model

• Developed by Chaiken Eagly
• Quite similar to the ELM
• Systematic processing (similar to central)
  giving something a great deal of thought
• Heuristic processing (similar to peripheral)
  operating based on more simple decision rules
• Sufficiency principle people strive to know
  what they need to make a decision not more and
  not less
• Models have relatively minor differences from one
  another