Persuasion: Who, What, To Whom

In your textbook, Feenstra (2013) states, “In evaluating persuason we need to take into account where the message comes from, what the message contains, and the intended audience.” (p. 167).

For your assignment this week, construct a paper that provides an in-depth analysis of the three parts of persuasion. Address the following points in your paper:  

1.   Who – Describe the Characteristics of the Persuader: What influences our ability to become persuaded by someone? What specific characteristics must this person possess? Be sure to address the impact of credibility, physical attractiveness, and likeability in your response. Why do we respond well to those who possess such characteristics? Would we respond the same to an unattractive, angry, or non-credible person? Why not?

2.   What – Discuss the Characteristics of the Message: What attributes are inherent in persuasive messages? How are we influenced by the emotion, framing, narratives, and rational appeals in the messaging we receive? What is the significance of the sleeper effect? 

3.   To Whom – Examine the Characteristics of the Audience: Why do different audiences perceive messages in different ways? What is the role of culture, gender, and self-esteem in this process? How does the elaboration likelihood model help to explain the relationship between the persuader, the message, and the audience?

4.   Review the excerpt from p. 156 of your textbook, Social Psychology in Depth: Word of Mouth and Persuasion. How does the e-word of mouth phenomena illustrate the concepts above? Please be specific in your response.

Include an introduction, thesis statement, and conclusion. Your completed assignment must be three to four pages in length (excluding title and reference pages), and must follow APA guidelines include a minimum of three APA references.

Table 7.1 Persuasion techniques: Definitions and examples
Foot-in-the-doorAn initial small request is made andaccepted. A large request, the targetrequest, is then made.You are asked to sign a petition to support blood donation. Afteryou sign, you are asked to donate blood.
LowballAn initial request, the target request, ismade, but only later are the full costs arerevealed.You are asked to volunteer 20 minutes of your time. Only later isit revealed that the time will involve blood donation, withaccompanying needles and slight pain.
Legitimization-of-paltry-favorsSmall favors are described as acceptable,although not desired.A small donation to support blood drives, just 25 cents, isacceptable, although a larger donation would be appreciated.
ReciprocityA request is made after a gift has beengiven.After receiving a cookie you are asked if you would be willing todonate blood.
Door-in-the-faceA large request is made and refused.Then the target request is made.You are asked if you could volunteer 2 hours a week for the nextyear. When you refuse, you are asked if you could spend just ahalf hour now donating blood.
That’s-not-allA large request is made, but before theindividual can refuse additional incentivesare added.You are asked to donate blood, but before you say no you aretold you will get a cookie and a sticker and your name will bepublished in the paper.
ScarcityProducts or opportunities are presentedas being limited in number or as onlyavailable for a limited time.The blood bank tells you the special post-donation cookies areonly available today for the first 20 people who give blood.
PiqueAttention is disrupted by an oddly framedrequest.You are asked if you want to save the lives of three childrentoday.
Disrupt-then-reframeAn unusual request is made and thenframed in a positive way.
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