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3. Moderate self esteem seems most easily persuaded
Self Esteem
The Myth of Vulnerable Others
Low intelligence seems more easily persuaded
BUT....
There are many forms of intelligence
Intelligence
The Myth of Vulnerable Others
1. Past stereotypes2. Women are more concerned with harmony3. Women are persuaded if the majority has a different opinion
**BUT... the overall results show little difference to say there is a gender that is more easily persuaded**
Gender
Personality influences persuasibility
• Need for Cognition• Self-Monitoring• Dogmatism
Three personality characteristics
NFC Test• 1. Do you think you handle obstacles well?
• A. Obstacles are challenging. If I can handle it, it means I am smart. • B. I'm not sure whether I will be able to handle it or not.
• 2. Do you think problems can find its way out by itself?• A. We have to work it out. It’s not all about luck.
• B. Everything has its own way out.
• 3. Do you have a certain goal in your life?• A. A goal in life can be used to measure success.
• B. I just do my best each day without worrying about tomorrow.
• 4. Are you a dream chaser?• A Dream far and try to achieve it.• B Dreams are too far from reality.
• 5. Do you usually have headaches?• A. Oh, I always get headaches.
• B. I would have headaches when I have a cold.
Result for NFC
• Answer A for 4-5:• You have high need for cognition. You love thinking! You usually
recall more messages arguments, generate relevant thoughts, and seek for more information. You are persuaded by the quality of messages.
• Answer A for 3:• You have average need for cognition. Sometimes you love thinking
and sometimes you believe thinking is a waste of time and not fun at all.
• Answer A less than 3:• You have low need for cognition. You will only think as hard as you
have to. When you listen to persuasive messages, you will judge them by the source of credibility, speaker’s attractiveness, and celebrities’ endorsement.
Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates)
• Need for Cognition (NFC) is a stable individual difference in people’s tendency to engage in and enjoy effortful cognitive activity.
• Not the same as “intelligence”, but related
>> You have to be somewhat intelligent to enjoy contemplating issues.
• Need for Cognition is a motive, not an ability.
Definition
HighNeed for Cognition
LowNeed for Cognition
Key forPersuaders
HighNeed for Cognition
LowNeed for Cognition
Key forPersuaders
Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates)
• People high in need for cognition enjoy thinking abstractly.
• They are influenced by quality of message arguments (strong arguments).
Definition
High Need for Cognition
LowNeed for Cognition
Key forPersuaders
HighNeed for Cognition
LowNeed for Cognition
Key forPersuaders
Definition
High Need for Cognition
Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates)
• People low in need for cognition only think as hard as they have to.
• They are more influenced by simple cues such as source credibility, communicator attractiveness, and celebrity endorsement.
• Use simple and clear appeals (the simpler, the better)
Definition
HighNeed for Cognition
LowNeed for Cognition
Key forPersuaders
HighNeed for Cognition
Low Need for Cognition
Key forPersuaders
Definition
Low Need for Cognition
Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates)
• To accept individuals for what and who they are
• To match messages to individuals’ personality styles
Definition
HighNeed for Cognition
LowNeed for Cognition
Key forPersuaders
High Need for Cognition
LowNeed for Cognition
Key forPersuaders
Definition
Key forPersuaders
The Self-Monitoring Scale1. I find it hard to imitate the behavior of other people.2. My behavior is usually an expression of my true inner feelings, attitudes, and beliefs.3. At parties and social gatherings, I do not attempt to do or say things that others will like.4. I can only argue for ideas which I already believe.5. I can make impromptu speeches even on topics about which I have almost no information.6. I guess I put on a show to impress or entertain people.7. When I am uncertain how to act in a social situation, I look to the behavior of others for cues.8. I would probably make a good actor.9. I laugh more when I watch a comedy with others than when alone.10. In a group of people I am rarely the center of attention.
Result for Self-Monitoring
High self-monitors’ answers1. F2. F3. F4. F5. T6. T7. T8. T9. T10. F
Self-Monitoring
• The display of behavior in social situations
Definition
HighSelf-Monitors
LowSelf-Monitors
Key forPersuaders
HighSelf-Monitors
LowSelf-Monitors
Key forPersuaders
Self-Monitoring
• High self-monitors adjust their behavior to fit the situation.
• They exhibit less attitude-behavior consistency.
• If a situation requires that they put attitudes aside for a moment, they happily do so.
• Attitude function: social-adjustive function
• They are influenced by prestigious, attractive, and popular sources of the message.
Definition
High Self-Monitors
LowSelf-Monitors
Key forPersuaders
HighSelf-Monitors
LowSelf-Monitors
Key forPersuaders
Definition
High Self-Monitors
Self-Monitoring
• Low self-monitors consult their inner feelings and attitudes.
• They exhibit more attitude-behavior consistency.
• If a situation requires that they put their attitudes aside for a moment, low self-monitors strongly disagree.
• Attitude function: value-expressive function• They are influenced by message that comes
from an expert.
Definition
HighSelf-Monitors
LowSelf-Monitors
Key forPersuaders
HighSelf-Monitors
Low Self-Monitors
Key forPersuaders
Definition
Low Self-Monitors
Self-Monitoring
• Use appeals that match the individuals’ personality style
• Use appeals that mesh with the appropriate attitude function
Definition
HighSelf-Monitors
LowSelf-Monitors
Key forPersuaders
High Self-Monitors
LowSelf-Monitors
Key forPersuaders
Definition
Key forPersuaders
Dogmatism
• People’s tendency to close off or open their minds to new ideas and to accept the opinions.
Definition
Highin Dogmatism
Lowin Dogmatism
Key forPersuaders
Highin Dogmatism
Lowin Dogmatism
Key forPersuaders
Dogmatism
• High-dogmatic individuals close off their minds to new ideas and accept only the opinions of conventional, established authorities.
• They tend to be defensive and insecure.
• They find it difficult to come up with evidence that contradicts their beliefs.
• They are influenced by the expertise of the communicator.
Definition
High in Dogmatism
Lowin Dogmatism
Key forPersuaders
Highin Dogmatism
Lowin Dogmatism
Key forPersuaders
Definition
Highin Dogmatism
Dogmatism
• Low-dogmatic individuals are open-minded, receptive to new ideas, and willing to consider good arguments on behalf of a position.
• They are motivated by a need to know, and are willing to acknowledge shortcomings in their arguments.
• They are influenced by strong arguments.• They are more open to persuasion.
Definition
HighIn Dogmatism
LowIn Dogmatism
Key forPersuaders
HighIn Dogmatism
Low In Dogmatism
Key forPersuaders
Definition
Dogmatism
• Understand individuals’ characteristics and use the appropriate approach
Definition
HighSelf-Monitors
LowSelf-Monitors
Key forPersuaders
High Self-Monitors
LowSelf-Monitors
Key forPersuaders
Definition
Key forPersuaders
Others personality factors
• The need to evaluate- people tendency to evaluate social experience good/bad
• The need for affect -a need to tune in to or tune out emotional events
• The need for closure – a preference for getting a definitive answer on an issue and a
discomfort with ambiguity
Others personality factors
• Personality, psychology and attitude change
• Personality factor Psychological need Persuasive Appeal Attitude Change
Need for Cognition Thinking and intellectual Cogent arguments for Contemplation high NFCs; simpler appeal or low NFCs
Self-Monitoring Fitting into situation/ Social adjective, “image” Expressing value appeals for highs; value-
oriented appeals for lows
Dogmatism Preserving conventional Source expertise/authority for beliefs highs; argument quality for lows