Persuasion, Social Influence, and Compliance Gaining

by Gass, Robert H.; Seiter, John S.

• ISBN13: 9780205263523
• ISBN10: 0205263526
• Format: Paperback
• Copyright: 1998-09-01
• Publisher: Taylor & Francis

Summary

Persuasion, Social Influence, and Compliance Gaining looks at persuasion from a broad-based perspective, encompassing the full scope of persuasion as it is found in everyday life. This text examines persuasion in a variety of contexts and settings, including advertising, small groups, and face-to-face encounters. The text places special emphasis on newer avenues for studying persuasion, such as deception/deception detection and compliance gaining/compliance resisting. No other text provides this kind of breadth and depth of coverage. Linked to empirical research, Persuasion, Social Influence, and Compliance Gaining takes students from persuasion theory to qualified conclusions regarding the operation of persuasion in real-world settings. Praised for its highly accessible writing style, this text involves students and provides them with information and examples with which they can easily identify.

Table of Contents

Preface	xiii
1 Why Study Persuasion?	1	(17)
Aims and Goals	2	(1)
Persuasion Is Not a Dirty Word	3	(1)
Persuasion Is Our Friend	3	(1)
The Pervasiveness of Persuasion: You Can Run But You Can't Hide	4	(3)
Persuasion in Science	4	(1)
Persuasion in the Arts	5	(1)
Persuasion in Interpersonal Settings	6	(1)
The Knowledge Function: Enquiring Minds Want to Know	7	(1)
Overcoming Habitual Persuasion	7	(1)
Understanding Social Forces	8	(1)
The Defensive Function: Duck and Cover	8	(1)
The Debunking Function: Puh-Shaw	8	(4)
Two Criticisms of Persuasion	12	(2)
Does Learning about Persuasion Foster Manipulation?	12	(1)
Are Persuasion Findings Too Inconsistent or Confusing?	13	(1)
Ethical Concerns about the Use of Persuasion	14	(2)
Summary	16	(2)
2 What Constitutes Persuasion?	18	(22)
Pure versus Borderline Cases of Persuasion	19	(2)
Limiting Criteria for Defining Persuasion	21	(8)
Intentionality	21	(3)
Effects	24	(1)
Degree of Free Choice or Free Will	25	(2)
Symbolic Action	27	(1)
Interpersonal versus Intrapersonal	28	(1)
A Model of the Scope of Persuasion	29	(1)
The Context for Persuasion	30	(2)
A Working Definition of Persuasion	32	(2)
So What Isn't Persuasion?	34	(1)
The Elaboration Likelihood Model of Persuasion	35	(1)
Summary	36	(4)
3 Attitudes and Attitude Measures	40	(16)
In Fifteen Words or Less, What Is an "Attitude"?	41	(1)
So How Do You Measure the Durn' Things?	41	(11)
Standardized Self-Report Scales	43	(2)
Visually Oriented Self-Report Scales	45	(1)
Negative Attitudes toward Attitude Scales	45	(1)
Can You Trust What You Can't See?	46	(1)
Roundabout Methods of Measuring Attitudes	47	(2)
Physiological Measures of Attitude	49	(3)
The Persistence of Attitudes	52	(1)
Summary	53	(3)
4 Consistency and Commitment	56	(18)
Attitudes as Associative Networks: Your Mind Is a Web	56	(1)
Manufacturing Favorable Images and Associations: Jiggling the Web	57	(3)
Sloganeering	58	(1)
Sponsorship	59	(1)
Psychological Consistency	60	(6)
The Inner Peace of Consistency	60	(1)
Methods of Maintaining Consistency	61	(2)
Marketing Strategies: How to Have Your Cake and Eat It Too!	63	(1)
Brand Loyalty: Accept No Substitute	63	(1)
Write and Tell Us Why You Love This Book in 24 Words or Less	64	(1)
Marketing Inconsistency	65	(1)
Capitalizing on Inconsistency	66	(1)
Cognitive Dissonance	66	(6)
Cognitive Dissonance and Buyer's Remorse	67	(1)
Cognitive Dissonance and Self-Image: I Gotta Be Me	67	(1)
Forced Compliance and External Justifications	67	(1)
Cognitive Dissonance and Counter-Attitudinal Advocacy	68	(1)
Cognitive Dissonance and Commitment	69	(1)
Commitments Can "Grow Legs"	70	(2)
Summary	72	(2)
5 Credibility	74	(19)
Celebrity Selling Power: The Answer Is in the Stars	74	(1)
Catch a Falling Star	75	(1)
What is Credibility?	75	(2)
Credibility Is a Receiver-Based Construct	76	(1)
Credibility Is a Multidimensional Construct	76	(1)
Credibility Is a Situational/Contextual Phenomenon	76	(1)
Credibility Is Dynamic	77	(1)
The Factor Analytic Approach to Credibility	77	(5)
Primary Dimensions of Credibility	78	(2)
Secondary Dimensions of Credibility	80	(2)
The Factor Analytic Approach and the Real World	82	(1)
Credibility as a Peripheral Cue	83	(1)
The Sleeper Effect	84	(2)
Credibility and Image Management	86	(1)
Interpersonal Credibility, Impression Management, and Facework	87	(1)
Strategies for Enhancing One's Credibility	88	(2)
Summary	90	(3)
6 Communicator Characteristics and Persuasibility	93	(26)
Demographic Variables and Persuasion	94	(7)
Age and Persuasion: Pretty Please with Sugar on Top	94	(3)
Gender Differences and Persuasion: The Times, They Are a-Changin'	97	(2)
Ethnicity, Culture, and Persuasion: "Me" and "We" Perspectives	99	(1)
Intelligence and Persuasion: Dumb and Dumber	100	(1)
Psychological and Communication States and Traits	101	(11)
Self-Esteem and Persuasion: Feelin' Kinda Low	102	(1)
Anxiety and Persuasion: Living in Fear	102	(1)
Self-Monitoring and Persuasion: Periscope Up	103	(2)
Ego-Involvement: Not Budging an Inch	105	(2)
Dogmatism and Authoritarianism: You Can't Teach an Old Dog New Tricks	107	(2)
Cognitive Complexity and Need for Cognition	109	(1)
Persuasion and Aggression: Sticks and Stones	110	(2)
Analyzing and Adapting to Audiences	112	(2)
Summary	114	(5)
7 Conformity and Influence in Groups	119	(24)
Conformity as Persuasion: In with the Crowd	120	(12)
In the Beginning: Early Research on Conformity Effects	121	(2)
Variables Related to Conformity	123	(7)
The Whys of Conformity	130	(1)
Social Proof: Using the Sheep Factor to Persuade Others	131	(1)
Deindividuation and Social Loafing: Getting Lost in the Crowd	132	(3)
What a Riot: An Examination of Deindividuation	132	(2)
Social Loafing: Not Pulling Your Own Weight	134	(1)
How Groups Affect Decision Making: Taking it to the Extreme	135	(3)
Summary	138	(5)
8 Language and Persuasion	143	(18)
Symbols, Meaning, and Persuasion: The Power of Babble	144	(6)
Connotative and Denotative Meaning: That's Not How I See It	145	(1)
Ultimate Terms: Speak of the Devil	145	(2)
The Power of Labeling: Sticks and Stones	147	(1)
Euphemisms and Doublespeak: Making the Worse Appear the Better and Vice Versa	148	(2)
Language Intensity, Vividness, and Offensiveness	150	(6)
##@**!!!!##: Profanity and Persuasion	150	(1)
Political Correctness	151	(1)
The Effects of Vividness: A Picture's Worth a Thousand Words	152	(2)
Language Intensity	154	(2)
Powerless Language and Persuasion: "Ums" the Word	156	(1)
Summary	157	(4)
9 Nonverbal Influence	161	(21)
Types of Nonverbal Communication	163	(14)
Kinesics: Head, Shoulders, Knees and Toes, Knees and Toes	163	(5)
Haptics: Reach Out, Reach Out and Touch Someone	168	(1)
Keep Your Distance? Proxemics and Persuasion	169	(3)
Chronemics: All Good Things to Those Who Wait?	172	(1)
The Effect of Artifacts: Dress for Success	173	(1)
Physical Appearance: Of Beauties and Beasts	174	(3)
Paralinguistics and Persuasion: Pump Up the Volume?	177	(1)
Summary	177	(5)
10 Structuring and Ordering Persuasive Messages	182	(22)
Implicit and Explicit Conclusions: The Writing's on the Wall	183	(1)
Quantity versus Quality of Arguments: The More the Merrier?	184	(2)
Repetition and Mere Exposure: You Can Say That Again	186	(2)
Order Effects and Persuasion: First Things First	188	(1)
Primacy and Recency Effects: The First Shall Be Last and the Last Shall Be First	189	(2)
One-Sided versus Two-Sided Messages: Both Sides Now	191	(2)
Inoculation Theory: Of Needles and Arguments	193	(3)
Forewarning: You'd Better Watch Out	196	(4)
Summary	200	(4)
11 Compliance Gaining	204	(23)
Actions Speak the Loudest: A Definition of Compliance Gaining	205	(1)
In the Beginning: The Roots of Compliance-Gaining Research	206	(2)
Situation: The "It Depends" of Compliance-Gaining Behavior	208	(7)
Seeking Compliance from Strangers and Intimates	212	(1)
The Effects of Perceived Benefits: What's in It for Me?	213	(1)
Power, Legitimacy, and Politeness	214	(1)
Who Are You?: Individual Characteristics and Compliance-Gaining Behavior	215	(2)
Problems Facing Compliance Research: Trouble in Paradise	217	(3)
Problems with Typology Development: Here a Strategy, There a Strategy	217	(1)
Creating versus Selecting and Other Methodological Problems	218	(2)
New Directions: The Study of Compliance-Gaining Goals	220	(2)
Primary and Secondary Goals: Wanting and Eating Your Cake	220	(1)
Goals and Rules	221	(1)
Summary	222	(5)
12 Sequential Persuasion	227	(16)
Pregiving: The Old "I'II Scratch Your Back If You'II Scratch Mine" Approach	228	(1)
Foot in the Door: "The Give Me an Inch and I'll Take a Mile" Tactic	229	(4)
Why Is a Foot in the Door so Persuasive?	231	(1)
When Does a Foot in the Door Work?	232	(1)
The Door in the Face Tactic "Ask For the Stars"	233	(5)
Why is a Door in the Face So Persuasive?	234	(2)
When Does a Door in the Face Work?	236	(2)
Changing the Deal: The Lowball Tactic	238	(2)
Why Lowballing Works	239	(1)
Summary	240	(3)
13 Deception	243	(20)
What Is Deception? Lies and Damn Lies	244	(3)
Telling Lies: The Enactment of Deception	247	(6)
Theoretical Frameworks	247	(4)
What Makes a Liar Persuasive?	251	(2)
Detecting Deception: I Can See Right through You	253	(5)
Factors That Influence Detection	254	(3)
Cognitions and the Process of Deception Detection	257	(1)
Summary	258	(5)
14 Motivational Appeals	263	(29)
Intrinsic versus Extrinsic Motivation	264	(1)
Logical and Emotional Appeals: A Fuzzy Distinction	264	(1)
Fear Appeals: If You Don't Stop Doing That, You'll Go Blind	265	(5)
Fear Level or Intensity: The Goosebump Factor	266	(1)
The Extended Parallel Process Model: There's Nothing to Fear but Fear Itself	267	(3)
Appeals to Pity and Guilt: Woe Is Me, Shame on You	270	(3)
Humorous Appeals: Stop Me If You've Heard This One	273	(5)
Humor as an Indirect Form of Influence	273	(1)
Relatedness of Humor	274	(1)
Humor and Credibility: Laugh Clown Laugh	274	(1)
Self-Disparaging Humor: I Get No Respect	274	(1)
Humor and Gender	275	(1)
Humor as Social Proof: Smile and the World Smiles with You	275	(1)
Is Humor Itself Persuasive?	276	(2)
For Mature Audiences: Sex Appeals	278	(2)
Caveats and Cautions	279	(1)
Warmth Appeals: Straight from the Heart	280	(1)
Ingratiation: "That's a Lovely Dress You're Wearing, Mrs. Cleaver"	281	(2)
Mixed Emotions: Other Appeals and Combinations of Appeals	283	(3)
Summary	286	(6)
15 Esoteric Forms of Persuasion	292	(27)
Subliminal Persuasion: Hidden Messages or Hokum?	292	(8)
What Makes a Message Subliminal?	293	(1)
Types of Subliminals	294	(3)
Flaws in Subliminal Research	297	(1)
Implicit Perception: Knowing Without Knowing It	298	(1)
I Want to Believe	299	(1)
What Advertisers Really Do	299	(1)
Music as a Form of Persuasion	300	(5)
Music as a Central and Peripheral Cue	300	(1)
Music in Advertising and Sales	301	(4)
Music Videos and Persuasion: I Want My MTV	305	(1)
Cautions about Using Music to Persuade: Don't Try This at Home	305	(1)
Aroma and Persuasion	306	(7)
Perfume: Romance in a Bottle	307	(1)
Love Stinks	307	(2)
Ambient Aromas and Social Influence: Something Special In the Air	309	(3)
Caveats and Qualifications	312	(1)
What Will the Future Smell Like?	312	(1)
Summary	313	(6)
16 The Ethics of Persuasion	319	(21)
Is Persuasion in General Unethical?	320	(1)
The Motives Color the Means	320	(2)
Ethics, Culture, and the Issue of Central versus Peripheral Processing	322	(1)
Ethical Questions That Can't Be Answered through the Study of Persuasion	323	(2)
Our Approach: Characteristics of Ethical Influence	325	(5)
Ethics and Our Model of Persuasion	325	(4)
Persuaders as Lovers	329	(1)
Ethical Issues Arising from Previous Chapters	330	(7)
Ethics and Credibility	330	(1)
Ethics and Communicator Characteristics	331	(1)
Ethics and Deception	332	(1)
Ethics of Using Threats as a Compliance-Gaining Strategy	333	(1)
Ethics and Fear Appeals	334	(1)
Ethics and Emotional Appeals	335	(1)
Ethics and Ingratiation	336	(1)
Ethics and Subliminal Persuasion	336	(1)
Summary	337	(3)
Name Index	340	(9)
Subject Index	349