Persuasion by Gass, Robert H. -- Read -- Imperial Library of Trantor

Index

Cover Half Title Title Page Copyright Page Dedication Table of Contents Preface for the Sixth Edition Acknowledgments 1. Why Study Persuasion?

Aims and Goals Persuasion Is Not a Dirty Word Persuasion Is Our Friend The Pervasiveness of Persuasion: You Can Run but You Can’t Hide

Tipping Points, Buzz Marketing, and Word of Mouth Nudges: Sometimes Less Is More

New Persuasion: Digital and Online Influence

eWOM: Digital Buzz Sponsored Content: The Native Advertisers Are Getting Restless Opinion Mining and Sentiment Tracking: I Feel You Gamification: You’ve Got Game Crowdsourcing and Crowdfunding: Lending a Helping Hand Persuasive Technology: My Heart Says Yes, but My Watch Says No

Persuasion in the Sciences Persuasion in the Arts Other Not-So-Obvious Contexts for Persuasion Weird Persuasion Persuasion in Interpersonal Settings Five Benefits of Studying Persuasion

The Instrumental Function: Be All That You Can Be The Knowledge and Awareness Function: Inquiring Minds Want to Know The Defensive Function: Duck and Cover The Debunking Function: Puh-Shaw Well-Being and Self-Worth: I Feel Good

Two Criticisms of Persuasion

Does Learning About Persuasion Foster Manipulation? Are Persuasion Findings Too Inconsistent or Confusing?

Ethical Concerns About the Use of Persuasion

2. What Constitutes Persuasion?

Pure Versus Borderline Cases of Persuasion Limiting Criteria for Defining Persuasion

Intentionality Effects Free Will and Conscious Awareness Symbolic Action Interpersonal Versus Intrapersonal

A Model of the Scope of Persuasion The Context for Persuasion A Working Definition of Persuasion So What Isn’t Persuasion? Dual Processes of Persuasion

The Elaboration Likelihood Model of Persuasion The Heuristic Systematic Model of Persuasion

The Unimodel of Persuasion

3. Attitudes and Consistency

What Is an “Attitude” in 20 Words or Less? So How Do You Measure the Durn Things?

Explicit Measures: Self-Report Scales Visually Oriented Scales Pitfalls in Measuring Attitudes Implicit Measures: What’s Rattling Around Inside Your Brain? More Roundabout Ways of Measuring Attitudes Physiological Measures of Attitude

The Reasoned Action Approach (RAA)

Behavioral Beliefs and Attitudes: Believe It or Not Normative Beliefs: It’s What the Cool Kids Are Doing Perceived Behavioral Control: I Got This

The Persistence of Attitudes Attitudes as Associative Networks: Your Mind Is a Web Manufacturing Favorable Associations: Jiggling the Web

Brands and Branding: That’s the Life Who Are You Wearing? Brand Personality Authenticity: Keeping It Real Cause-Related Marketing: The Feel-Good Factor Sloganeering Sponsorship

Psychological Consistency

The Inner Peace of Consistency Methods of Maintaining Consistency Marketing Strategies: How to Have Your Cake and Eat It Too Brand Loyalty: Accept No Substitute Write and Tell Us Why You Love This Book in 24 Words or Less Marketing Inconsistency Capitalizing on Inconsistency

Cognitive Dissonance Theory (CDT)

Cognitive Dissonance and Buyer’s Remorse Polarization of Alternatives Cognitive Dissonance, Self-Image, and Culture Factors That Affect the Magnitude of Dissonance Dissonance and Persuasion: Putting It All Together

Forbidden Fruit: Psychological Reactance Counterattitudinal Advocacy: Playing Devil’s Advocate I’m All In: Increasing Commitment

Commitments Can “Grow Legs”

4. Credibility

Celebrity Selling Power: The Answer Is in the Stars

The Match-Up Hypothesis: Why Jonah Hill Should Not Be Revlon’s Spokesperson Catch a Falling Star

What Is Credibility?

Credibility Is a Receiver-Based Construct Credibility Is a Multidimensional Construct Credibility Is a Situational/Contextual Phenomenon Credibility Is Dynamic

The Factor Analytic Approach to Credibility

Primary Dimensions of Credibility Secondary Dimensions of Credibility

The Factor Analytic Approach and the Real World Credibility as a Peripheral Cue It’s What’s Up Front That Counts The Sleeper Effect Credibility and Image Management Interpersonal Credibility, Impression Management, Facework, and Accounts Strategies for Enhancing Credibility: Get Your Mojo Working

5. Communicator Characteristics and Persuasion

Demographic Variables and Persuasion

Age and Persuasion: Pretty Please With Sugar on Top Gender Differences and Persuasion: The Times, They Aren’t a-Changin’ Ethnicity, Culture, and Persuasion: “Me” and “We” Perspectives Intelligence and Persuasion: Dumb and Dumber

Psychological and Communication States and Traits

Self-Esteem and Persuasion: Feelin’ Kinda Low Anxiety and Persuasion: Living in Fear Preference for Consistency: I Wouldn’t Change a Thing Self-Monitoring and Persuasion: Periscope Up Ego Involvement: Not Budging an Inch Issue Involvement: What’s This Have to Do With Me? Dogmatism, Authoritarianism, and Social Vigilantism: You Can’t Teach an Old Dog New Tricks Narcissism: How Do I Love Me? Let Me Count the Ways Cognitive Complexity and Need for Cognition Persuasion and Aggression: Sticks and Stones

Analyzing and Adapting to Audiences

Pay Attention to the Situation Keep Your Audience’s Mind in Mind Remember the Importance of Audience States and Traits Don’t Forget About Audience Demographics

6. Conformity and Influence in Groups

Conformity as Persuasion: In With the Crowd

In the Beginning: Early Research on Conformity Effects Variables Related to Conformity Social Proof: Using the Sheep Factor to Persuade Others

Ostracism: Shuns and Guns Deindividuation, Social Loafing, and Social Facilitation: Getting Lost in the Crowd

What a Riot: An Examination of Deindividuation Social Loafing: Not Pulling Your Own Weight Social Facilitation: Would You Rather Be Alone?

How Groups Affect Decision Making: To Risk or Not to Risk

7. Language and Persuasion

Symbols, Meaning, and Persuasion: The Power of Babble

Connotative and Denotative Meaning: That’s Not How I See It Ultimate Terms: Speak of the Devil Aphorisms and Familiar Phrases: That Rings a Bell Metaphors: One and the Same The Power of Labeling Euphemisms and Doublespeak: Making the Worse Appear the Better and Vice Versa

Language Intensity, Vividness, and Offensiveness

##@!!!!##: Profanity and Persuasion Political Correctness The Effects of Vividness: A Picture’s Worth a Thousand Words Language Intensity

Powerless Language and Persuasion: Um’s the Word

8. Nonverbal Influence

The Direct Effects Model of Immediacy Types of Nonverbal Communication

Kinesics: Head, Shoulders, Knees and Toes, Knees and Toes Haptics: Reach Out and Touch Someone Keep Your Distance? Proxemics and Persuasion Chronemics: All Good Things to Those Who Wait? Artifacts and Physical Features of the Environment: Dress for Success Physical Appearance: Of Beauties and Beasts Paralinguistics and Persuasion: Pump Up the Volume?

9. Structuring and Ordering Persuasive Messages

Implicit and Explicit Conclusions: Let Me Spell It Out for You Gain-Framed Versus Loss-Framed Messages: Keep on the Sunny Side? Quantity Versus Quality of Arguments: The More the Merrier? The Use of Evidence: The Proof’s Not in the Pudding Repetition and Mere Exposure: You Can Say That Again Order Effects and Persuasion: First Things First Primacy and Recency Effects: The First Shall Be Last, and the Last Shall Be First An Ounce of Prevention: Inoculation, Message-Sidedness, and Forewarning

Inoculation Theory: Of Needles and Arguments One-Sided Versus Two-Sided Messages: Both Sides Now Forewarning: You’d Better Watch Out

10. Compliance Gaining

Actions Speak the Loudest: A Definition of Compliance Gaining In the Beginning: The Roots of Compliance-Gaining Research Situation: The “It Depends” of Compliance-Gaining Behavior

Seeking Compliance From Strangers and Intimates Power, Legitimacy, and Politeness

Who Are You? Individual Characteristics and Compliance-Gaining Behavior The Study of Compliance-Gaining Goals: Eyes on the Prize

How Goals Bring Meaning to Compliance-Gaining Situations: What’s It All About, Alfie? Primary and Secondary Goals: Wanting and Eating Your Cake

Problems Facing Compliance Research: Trouble in Paradise Compliance Gaining in Action: Seeing Is Believing

11. Sequential Persuasion

Pregiving: The Old “I’ll-Scratch-Your-Back-if-You’ll-Scratch-Mine” Approach

Why Is the Pregiving Tactic Persuasive?

Foot in the Door: The “Give-Me-an-Inch-and-I’ll-Take-a-Mile” Tactic

Why Is a Foot in the Door So Persuasive? When Does a Foot in the Door Work?

The Door-in-the-Face Tactic: “Ask for the Stars”

Why Is a Door in the Face So Persuasive? When Does a Door in the Face Work?

The That’s-Not-All Tactic: Seeking Compliance by Sweetening the Deal The Low-Ball Tactic: Changing the Deal

Why Lowballing Works

“Sorry, We Don’t Have Any More of Those in Your Size, But…”: The Bait-and-Switch Tactic The Disrupt-Then-Reframe and Pique Techniques: I’m So Confused Legitimizing Paltry Contributions: Even a Penny Will Help The Evoking Freedom Technique: “…But You Are Free to Accept or Refuse” Fear-Then-Relief and Happiness-Then-Disappointment Procedures: The Emotional Roller Coasters of Social Influence

12. Deception

What Is Deception? Lies and Damn Lies Telling Lies: The Enactment of Deception

Theoretical Frameworks What Makes a Liar Persuasive?

Detecting Deception: I Can See Right Through You

Factors That Influence Detection

13. Motivational Appeals

Intrinsic Versus Extrinsic Motivation Emotion and Persuasion: Oh, What a Feeling!

Emotions and the ELM Emotional Marketing

Logical and Emotional Appeals: A Fuzzy Distinction Fear Appeals: If You Don’t Stop Doing That, You’ll Go Blind

The Stage Model: Scared Stiff The Extended Parallel Process Model: Nothing to Fear but Fear Itself

Negative Emotions: Woe Is Me, Shame on You Humorous Appeals: Stop Me if You’ve Heard This One

Humor as an Indirect Form of Influence: All Kidding Aside Self-Disparaging Humor: LOLing at Yourself But Is Humor Persuasive? Maximizing Humor’s Potential

Pride and Patriotism: Turning Red, White, and Blue Into Green For Mature Audiences: Sex Appeals

How Sex Sells Caveats and Cautions

Warmth Appeals: Straight From the Heart Ingratiation: Polishing the Apple Mixed Emotions: Other Appeals and Combinations of Appeals

14. Visual Persuasion

Image Is Everything Overlooked and Under-Appreciated The Power of Images: A Thousand Words How Images Persuade

Iconicity: Bearing a Resemblance Indexicality: Seeing Is Believing Syntactic Indeterminacy: Don’t Look for Logic in Images

The Art of Persuasion Includes Art as Persuasion

The Paintbrush Is Mightier Than the Sword Art and Social Change: I Must Protest

Cinematic Persuasion: Sex, Drugs, and Popcorn

Acting Out: How Movies Persuade

Images in Advertising: And Now a Word From Our Sponsors

Visual Extravaganzas: Now You’ve Got My Attention Anti-Ads: You Can’t Fool Me Image-Oriented Advertising: Materialism as Happinessv Shock Ads: Edgy Images as Persuasion

Photojournalism as Persuasion: The Camera Does Lie

Playing Tricks With the Camera: Photographic Deception

15. Esoteric Forms of Persuasion

Color as Persuasion: The Grass Is Always Greener

Color Coded at Birth: Dyed in the Wool Colorful Associations: A Blonde Walks Into a Bar… Color and Branding: Big Blue, Red Bull, and Pink (Victoria’s Secret) Color and Emotion: Mood Indigo Color and Behavior: Hue Made Me Do It

Subliminal Influence: Hidden Messages or Hokum?

The Laboratory Versus the Real World What Is and Isn’t Subliminal Subliminal Advertising: Much Ado About Nothing Subliminal Priming: That Rings a Bell Not So Fast: Limitations of Subliminal Priming Subaudible Messages: The Power of Suggestion Backward Masking and Reverse Speech: Turn Me On, Dead Man What Advertisers Really Do

Neurolinguistic Programming: The Emperor’s New Clothes Music as Persuasion

Music as a Central and Peripheral Cue Music in Advertising and Sales Background Music: Shop Till You Drop Music Videos and Persuasion: Is Hip-Hop Harmful? Weaponizing Music: What a Buzz Kill Cautions: Face the Music

Aroma and Persuasion

Perfume: Romance in a Bottle Love Stinks Ambient Aromas: Something Special in the Air Caveats and Qualifications

16. The Ethics of Persuasion

Is Persuasion in General Unethical? The Motives Color the Means Ethics, Culture, and the Issue of Central Versus Peripheral Processing Ethical Questions That Can’t Be Answered Through the Study of Persuasion Our Approach: Characteristics of Ethical Influence

Ethics and Our Model of Persuasion Persuaders as Lovers Bunglers, Smugglers, and Sleuths

Ethical Issues Arising From Previous Chapters

Ethics and Credibility Ethics and Communicator Characteristics Ethics and Deception Ethics of Using Threats as a Compliance-Gaining Strategy Ethics and Fear Appeals Ethics and Emotional Appeals Ethics and Ingratiation Ethics and Visual Persuasion Ethics and Subliminal Influence

Author Index Subject Index

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