Persuasion : Social Influence and Compliance Gaining

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

• ISBN13: 9780205462162
• ISBN10: 0205462162
• Edition: 3rd
• Format: Paperback
• Copyright: 2007-01-01
• Publisher: Allyn & Bacon

Summary

Persuasion, Social Influence, and Compliance Gaining, Third Edition, looks at persuasion from a broad-based perspective, encompassing the full scope of persuasion found in everyday life. Linked to empirical research, this text takes students from persuasion theory to qualified conclusions about the operation of persuasion in real-world settings and examines persuasion from a social science perspective. Written in a highly accessible style, this text involves students by providing information and real-life examples with which they can easily identify. New to This Edition bull; bull;New discussion of computer-mediated persuasion, including Internet deception and "phishing" scams bull;Current research on subliminal influence and how it can alter attitudes, moods, and even behavior bull;Updated discussion of nonverbal cues as they apply to deception detection, including the results of the latest meta-analysis bull;Expanded treatment of the ethics of using fear appeals to engage in fear mongering or promoting a "culture of fear" bull;New section on the importance of visual literacy as a means of evaluating visual persuasion Praise for Persuasion This text is very comprehensive when it comes to the social scientific perspective. The humor adds to the book without being distracting. The meta-analyses are thoughtful and aid in reconciling the seemingly contradictory research findings. And I find the box features to be interesting and frequently offer useful practical advice. Andrew T. Jacobs, SUNY Rockland Community College

Table of Contents

Preface	xiii
Why Study Persuasion?	1	(20)
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	(4)
What's That Buzz You're Wearing?	4	(1)
Persuasion in the Sciences	5	(1)
Persuasion in the Arts	6	(1)
Other Not-So-Obvious Contexts for Persuasion	6	(1)
Persuasion in Interpersonal Settings	7	(1)
Four Benefits of Studying Persuasion	8	(4)
The Instrumental Function: Be All That You Can Be	8	(1)
The Knowledge and Awareness Function: Inquiring Minds Want to Know	9	(1)
The Defensive Function: Duck and Cover	9	(1)
The Debunking Function: Puh-Shaw	10	(2)
Two Criticisms of Persuasion	12	(6)
Does Learning about Persuasion Foster Manipulation?	12	(1)
Are Persuasion Findings Too Inconsistent or Confusing?	13	(5)
Ethical Concerns about the Use of Persuasion	18	(1)
Summary	18	(3)
What Constitutes Persuasion?	21	(21)
Pure versus Borderline Cases of Persuasion	22	(1)
Limiting Criteria for Defining Persuasion	23	(8)
Intentionality	24	(2)
Effects	26	(2)
Free Will and Conscious Awareness	28	(1)
Symbolic Action	29	(1)
Interpersonal versus Intrapersonal	30	(1)
A Model of the Scope of Persuasion	31	(1)
The Context for Persuasion	32	(1)
A Working Definition of Persuasion	33	(2)
So What Isn't Persuasion?	35	(1)
Dual Process Models of Persuasion	36	(3)
The Elaboration Likelihood Model of Persuasion	36	(2)
The Heuristic Systematic Model of Persuasion	38	(1)
Summary	39	(3)
Attitudes and Consistency	42	(30)
What Is an ``Attitude'' in 15 Words or Less?	42	(1)
So How Do You Measure the Durn Things?	43	(7)
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	(2)
Roundabout Methods of Measuring Attitudes	48	(1)
Physiological Measures of Attitude	49	(1)
The Theory of Reasoned Action	50	(2)
Attitude toward the Behavior	50	(1)
Subjective Norm	51	(1)
Gals, Guys, Culture, and the TRA	52	(1)
The Persistence of Attitudes	52	(1)
Attitudes as Associative Networks: Your Mind Is a Web	53	(1)
Manufacturing Favorable Images and Associations: Jiggling the Web	53	(3)
Image-Oriented Advertising: That's the Life!	54	(1)
Sloganeering	54	(1)
Sponsorship	55	(1)
Psychological Consistency	56	(6)
The Inner Peace of Consistency	56	(2)
Methods of Maintaining Consistency	58	(1)
Marketing Strategies: How to Have Your Cake and Eat It Too!	58	(1)
Brand Loyalty: Accept No Substitute	59	(1)
Write and Tell Us Why You Love This Book in 24 Words or Less	60	(1)
Marketing Inconsistency	60	(1)
Capitalizing on Inconsistency	61	(1)
Cognitive Dissonance	62	(5)
Cognitive Dissonance and Buyer's Remorse	62	(1)
Cognitive Dissonance, Self-Image, and Culture	63	(1)
Factors That Affect the Magnitude of Dissonance	64	(1)
Dissonance and Persuasion: Putting It All Together	64	(1)
Counterattitudinal Advocacy: Playing Devil's Advocate	64	(1)
I'm All In: Increasing Commitment	65	(1)
Commitments Can ``Grow Legs''	66	(1)
Summary	67	(5)
Credibility	72	(22)
Celebrity Selling Power: The Answer Is in the Stars	72	(3)
Catch a Falling Star	73	(2)
What Is Credibility?	75	(1)
Credibility Is a Receiver-Based Construct	75	(1)
Credibility Is a Multidimensional Construct	75	(1)
Credibility Is a Situational/Contextual Phenomenon	76	(1)
Credibility Is Dynamic	76	(1)
The Factor Analytic Approach to Credibility	76	(5)
Primary Dimensions of Credibility	78	(3)
Secondary Dimensions of Credibility	81	(1)
The Factor Analytic Approach and the Real World	81	(1)
Credibility as a Peripheral Cue	82	(2)
It's What's Up Front That Counts	84	(1)
The Sleeper Effect	84	(2)
Credibility and Image Management	86	(1)
Interpersonal Credibility, Impression Management, Facework, and Accounts	87	(2)
Strategies for Enhancing One's Credibility	89	(1)
Summary	90	(4)
Communicator Characteristics and Persuadability	94	(27)
Demographic Variables and Persuasion	95	(7)
Age and Persuasion: Pretty Please with Sugar on Top	95	(3)
Gender Differences and Persuasion: The Times, They Aren't a Changin'	98	(1)
Ethnicity, Culture, and Persuasion: ``Me'' and ``We'' Perspectives	99	(3)
Intelligence and Persuasion: Dumb and Dumber	102	(1)
Psychological and Communication States and Traits	102	(10)
Self-Esteem and Persuasion: Feelin' Kinda Low	102	(1)
Anxiety and Persuasion: Living in Fear	103	(1)
Self-Monitoring and Persuasion: Periscope Up	103	(2)
Ego Involvement: Not Budging an Inch	105	(3)
Dogmatism and Authoritarianism: You Can't Teach an Old Dog New Tricks	108	(1)
Cognitive Complexity and Need for Cognition	109	(2)
Persuasion and Aggression: Sticks and Stones	111	(1)
Analyzing and Adapting to Audiences	112	(4)
Summary	116	(5)
Conformity and Influence in Groups	121	(26)
Conformity as Persuasion: In with the Crowd	122	(12)
In the Beginning: Early Research on Conformity Effects	122	(2)
Variables Related to Conformity	124	(8)
The ``Whys'' of Conformity	132	(1)
Social Proof: Using the Sheep Factor to Persuade Others	132	(2)
Deindividuation and Social Loafing: Getting Lost in the Crowd	134	(6)
What a Riot: An Examination of Deindividuation	134	(2)
Social Loafing: Not Pulling Your Own Weight	136	(4)
How Groups Affect Decision Making: To Risk or Not to Risk	140	(2)
Summary	142	(5)
Language and Persuasion	147	(18)
Symbols, Meaning, and Persuasion: The Power of Babble	148	(7)
Connotative and Denotative Meaning: That's Not How I See It	148	(1)
Ultimate Terms: Speak of the Devil	149	(2)
Familiar Phrases and Persuasion: Have I Heard You Somewhere Before?	151	(1)
The Power of Labeling	151	(2)
Euphemisms and Doublespeak: Making the Worse Appear the Better and Vice Versa	153	(2)
Language Intensity, Vividness, and Offensiveness	155	(5)
##@**!!!!##: Profanity and Persuasion	155	(2)
Political Correctness	157	(1)
The Effects of Vividness: A Picture's Worth a Thousand Words	158	(1)
Language Intensity	158	(2)
Powerless Language and Persuasion: ``Ums'' the Word	160	(1)
Summary	161	(4)
Nonverbal Influence	165	(22)
The Direct Effects Model of Immediacy	166	(1)
Types of Nonverbal Communication	166	(17)
Kinesics: Head, Shoulders, Knees and Toes, Knees and Toes	168	(4)
Haptics: Reach Out, Reach Out and Touch Someone	172	(2)
Keep Your Distance?: Proxemics and Persuasion	174	(1)
Chronemics: All Good Things to Those Who Wait?	175	(2)
Artifacts and Physical Features of the Environment: Dress for Success	177	(3)
Physical Appearance: Of Beauties and Beasts	180	(2)
Paralinguistics and Persuasion: Pump Up the Volume?	182	(1)
Summary	183	(4)
Structuring and Ordering Persuasive Messages	187	(21)
Implicit and Explicit Conclusions: The Writing's on the Wall	188	(1)
Quantity versus Quality of Arguments: The More the Merrier?	189	(1)
Repetition and Mere Exposure: You Can Say That Again	190	(2)
Order Effects and Persuasion: First Things First	192	(1)
Primacy and Recency Effects: The First Shall Be Last and the Last Shall Be First	193	(2)
Inoculation, Message-Sidedness, and Forewarning: Preventing and Refuting the Persuasive Attempts of Others	195	(9)
Inoculation Theory: Of Needles and Arguments	196	(2)
One-Sided versus Two-Sided Messages: Both Sides Now	198	(2)
Forewarning: You'd Better Watch Out	200	(4)
Summary	204	(4)
Sequential Persuasion	208	(18)
Pregiving: The Old ``I'll Scratch Your Back If You'll Scratch Mine'' Approach	209	(1)
Why Is the Pregiving Tactic Persuasive?	210	(1)
Foot in the Door: The ``Give Me an Inch and I'll Take a Mile'' Tactic	210	(4)
Why Is a Foot in the Door So Persuasive?	211	(1)
When Does a Foot in the Door Work?	212	(2)
The Foot in the Mouth Effect: ``How Are You Today?''	214	(1)
The Door in the Face Tactic: ``Ask for the Stars''	214	(4)
Why Is a Door in the Face So Persuasive?	215	(2)
When Does a Door in the Face Work?	217	(1)
The That's-Not-All Tactic: Seeking Compliance by Sweetening the Deal	218	(1)
The Lowball Tactic: Changing the Deal	219	(2)
Why Lowballing Works	220	(1)
``Sorry, We Don't Have Any More of Those in Your Size, But . . .'': The Bait and Switch Tactic	221	(1)
The Disrupt-Then-Reframe Technique: I'm So Confused	221	(1)
Summary	222	(4)
Compliance Gaining	226	(23)
Actions Speak the Loudest: A Definition of Compliance Gaining	227	(1)
In the Beginning: The Roots of Compliance-Gaining Research	227	(3)
Situation: The ``It Depends'' of Compliance-Gaining Behavior	230	(7)
Seeking Compliance from Strangers and Intimates	231	(3)
The Effects of Perceived Benefits: What's in It for Me?	234	(1)
Power, Legitimacy, and Politeness	234	(3)
Who Are You?: Individual Characteristics and Compliance-Gaining Behavior	237	(1)
Problems Facing Compliance Research: Trouble in Paradise	238	(3)
Problems with Typology Development: Here a Strategy, There a Strategy	239	(1)
Creating versus Selecting and Other Methodological Problems	239	(2)
Newer Directions: The Study of Compliance-Gaining Goals	241	(3)
How Goals Bring Meaning to Compliance-Gaining Situations: What's It All about, Alphie?	241	(1)
Primary and Secondary Goals: Wanting and Eating Your Cake	242	(1)
Goals, Rules, and Personalities: A Style All Our Own	243	(1)
Summary	244	(5)
Deception	249	(22)
What Is Deception?: Lies and Damn Lies	250	(2)
Telling Lies: The Enactment of Deception	252	(8)
Theoretical Frameworks	253	(4)
What Makes a Liar Persuasive?	257	(3)
Detecting Deception: I Can See Right through You	260	(5)
Factors That Influence Detection	260	(5)
Summary	265	(6)
Motivational Appeals	271	(28)
Intrinsic versus Extrinsic Motivation	272	(1)
Logical and Emotional Appeals: A Fuzzy Distinction	272	(1)
Fear Appeals: If You Don't Stop Doing That, You'll Go Blind	273	(3)
Fear Level or Intensity: The Goosebump Factor	274	(1)
The Extended Parallel Process Model: There's Nothing to Fear but Fear Itself	274	(2)
Appeals to Pity and Guilt: Woe Is Me, Shame on You	276	(5)
Humorous Appeals: Stop Me If You've Heard This One	281	(5)
Humor as an Indirect Form of Influence	282	(1)
Relatedness of Humor: Funny You Should Mention That	283	(1)
Humor and Credibility: Laugh, Clown, Laugh	283	(1)
Self-Disparaging Humor: I Get No Respect	283	(1)
Humor and Gender	284	(1)
Humor as Social Proof: Smile and the World Smiles with You	284	(1)
Is Humor Itself Persuasive?	284	(2)
Pride and Patriotism: Turning Red, White, and Blue into Green	286	(1)
For Mature Audiences: Sex Appeals	287	(2)
Cavcats and Cautions	289	(1)
Warmth Appeals: Straight from the Heart	289	(2)
Ingratiation: ``That's a Lovely Dress You're Wearing, Mrs. Cleaver''	291	(1)
Mixed Emotions: Other Appeals and Combinations of Appeals	292	(1)
Summary	293	(6)
Visual Persuasion	299	(25)
Visual Persuasion: Too Often Overlooked	299	(1)
How Images Persuade	300	(3)
Iconicity: Bearing a Resemblance	300	(1)
Indexicality: Seeing Is Believing	301	(1)
Syntactic Indeterminacy: Don't Look for Logic in Images	302	(1)
Architecture as a Form of Influence: Building Blocks of Persuasion	303	(1)
Art as Persuasion: Mona Lisa Made Me Do It	304	(5)
The Paintbrush Is Mightier Than the Sword	304	(2)
Activist Art: I Must Protest	306	(2)
Elephant Dung as Persuasion?	308	(1)
Cinema as Persuasion: A Reel Source of Influence	309	(3)
Acting Out: How Movies Persuade	309	(3)
Images in Advertising: And Now a Word from Our Sponsors	312	(5)
Visual Extravaganzas: Now You've Got My Attention!	313	(1)
Anti-Ads: You Can't Fool Me	314	(1)
Image-Oriented Advertising: Materialism as Happiness	315	(1)
Shock Ads: Edgy Images as Persuasion	316	(1)
Photojournalism as Persuasion: The Camera Can Lie	317	(4)
Playing Tricks with the Camera: Photographic Manipulation and Deception	318	(3)
Summary	321	(3)
Esoteric Forms of Persuasion	324	(24)
Subliminal Persuasion: Hidden Messages or Hokum?	324	(6)
What Makes a Message Subliminal?	324	(1)
The Early Years: An Urban Myth Is Born	325	(1)
The Middle Years: Looking Harder, Finding Little	325	(1)
Recent Subliminal Research: Eureka! They Found It	326	(1)
Not So Fast: Limitations of Subliminal Priming	327	(1)
So Why Do People Believe?	328	(1)
What Advertisers Really Do	329	(1)
Music as a Form of Persuasion	330	(6)
Music as a Central and Peripheral Cue	330	(1)
Music in Advertising and Sales	331	(3)
Music Videos and Persuasion: Is Hip-Hop Harmful?	334	(1)
Cautions about Using Music to Persuade: Don't Try This at Home	335	(1)
Aroma and Persuasion	336	(6)
Perfume: Romance in a Bottle	336	(1)
Love Stinks	337	(2)
Ambient Aromas and Social Influence: Something Special in the Air	339	(2)
Caveats and Qualifications	341	(1)
What Will the Future Smell Like?	342	(1)
Summary	342	(6)
The Ethics of Persuasion	348	(22)
Is Persuasion in General Unethical?	348	(1)
The Motives Color the Means	349	(2)
Ethics, Culture, and the Issue of Central versus Peripheral Processing	351	(1)
Ethical Questions That Can't Be Answered through the Study of Persuasion	351	(1)
Our Approach: Characteristics of Ethical Influence	352	(6)
Ethics and Our Model of Persuasion	354	(3)
Persuaders As Lovers	357	(1)
Bunglers, Smugglers, and Sleuths	358	(1)
Ethical Issues Arising from Previous Chapters	358	(9)
Ethics and Credibility	359	(1)
Ethics and Communicator Characteristics	359	(2)
Ethics and Deception	361	(1)
Ethics of Using Threats as a Compliance-Gaining Strategy	361	(1)
Ethics and Fear Appeals	362	(3)
Ethics and Emotional Appeals	365	(1)
Ethics and Ingratiation	365	(1)
Ethics and Visual Persuasion	366	(1)
Ethics and Subliminal Persuasion	367	(1)
Summary	367	(3)
Author Index	370	(9)
Subject Index	379