CPT-23306 Communication & Persuasion
Summary of all the mandatory papers:
1. Introduction
2. Principle of persuasion
Cialdini, R.B., & Goldstein, N.J. (2004). Social influence: Compliance and conformity. Annual Review of
Psychology, 55, 591–621. DOI: 10.1146/annurev.psych.55.090902.142015
Cialdini: ‘’Because of the increasing tendency for cognitive overload in our society,
the prevalence of shortcut decision making is likely to increase proportionately.’’
6 weapons of Influence:
1) Reciprocity- When we receive we want feel obliged to invite them too.
2) Scarcity
3) Authority
4) Liking- people prefer to say ‘yes’ to a person they like.
5) Consensus (social proof)- when the person is uncertain, people will look to the
action of others to determine their ow
6) Commitment (consistency)- being consistent with things they previously said
and done
Persuasion techniques:
Door in the face technique: The persuader attempts to convince the respondent
to comply by making a large request that the respondent will most likely turn
down, much like a metaphorical slamming of a door in the persuader's face.
Foot in the door technique: The foot in the door technique is a technique in
which a small request that the other person is likely to consent with is followed by
a larger request. After consenting to the first request, the other person is more
likely to consent to the second and possibly even txhird request in order to remain
a consistent self-concept.
That’s not at all technique: makes use of shifting anchor points. First initial
request, than immediately followed by a sweeter deal.
Compliance: refers to a particular kind of response-acquiescence- to a particular
kind a communication- a request.
Conformity: the act of changing one’s behaviour to match the responses of
others.
Injunctive norm: what is typically approved/disapproved.
Descriptive norm: what is tyically done.
3 core motivators that provide the bases for target’s responses to influence attempts:
Accuracy, affiliation and the maintenance of a positive self-concept.
Forces drawing away from compliance: omega forces
1
, Morewedge, C & Kahneman, D. (2010). Associative processes in intuitive judgement. Trends in Cognitive
Sciences, 14(10), 435–440. DOI:10.1016/j.tics.2010.07.004.
3 features of associative activation: (system 1)
1) Associative coherence: the word vomit brings out a facial expression of
disgust. Association made in memory. Context of recent past and
preparedness for likely future events and actions.
2) Attribute substitution: an intention to evaluate a particular attribute of a
stimulus automatically activates assessments of other dimenions (e.g.
Erasmus is not sustainable, so students don’t care about the environment)
de intentie om een bepaald kenmerk van een stimulus te evalueren. (enmerk
van een stimulus te evalueren)
3) Processing fluency: the subjective experience of the ease or difficulty with
which a cognitive task is accomplished. Retrieving something from memory.
System 1: irrational, emotional decisions.
System 2: rational, concious, cognitive decision making. (e.g. financial decisions)
3. Rhetoric’s of speech
Lagerwerf, L. Boeynaems, A., Egmond-Brussee, C. & Burgers, C. (2015) Immediate Attention for Public Speech:
differential effects of rhetorical schemes and valence framing in political radio speeches. Journal of Language and
Social Psychology 34(3), pp. 273-299. DOI: 10.1177/0261927X14557947
The LC4MP assesses how messages are attended to be stored in memory, and
retrieved from memory at a later time. Motivational relevance may be elicitor of
automatic attention to mediated message.
"Valence framing: is a form of framing in which a stance is expressed explicitly with
descriptions in either exclusively positive, or exclusively negative terms" .
Negative framing attracts more immediate attention than positive framing, resulting in
higher recall.
Rhetorical schemes increase recall, whereas the use of frames did not.
Relation between valence framing and rhetorical scheme’s: Positively framed
messages benefit from rhetorical schemes in attracting immediate attention, whereas
negatively framed messages attract attention irrespective of rhetorical schemes.
Rhetorical schemes require less cognitive elaboration in processing than rhetoric
tropes do.
2
Summary of all the mandatory papers:
1. Introduction
2. Principle of persuasion
Cialdini, R.B., & Goldstein, N.J. (2004). Social influence: Compliance and conformity. Annual Review of
Psychology, 55, 591–621. DOI: 10.1146/annurev.psych.55.090902.142015
Cialdini: ‘’Because of the increasing tendency for cognitive overload in our society,
the prevalence of shortcut decision making is likely to increase proportionately.’’
6 weapons of Influence:
1) Reciprocity- When we receive we want feel obliged to invite them too.
2) Scarcity
3) Authority
4) Liking- people prefer to say ‘yes’ to a person they like.
5) Consensus (social proof)- when the person is uncertain, people will look to the
action of others to determine their ow
6) Commitment (consistency)- being consistent with things they previously said
and done
Persuasion techniques:
Door in the face technique: The persuader attempts to convince the respondent
to comply by making a large request that the respondent will most likely turn
down, much like a metaphorical slamming of a door in the persuader's face.
Foot in the door technique: The foot in the door technique is a technique in
which a small request that the other person is likely to consent with is followed by
a larger request. After consenting to the first request, the other person is more
likely to consent to the second and possibly even txhird request in order to remain
a consistent self-concept.
That’s not at all technique: makes use of shifting anchor points. First initial
request, than immediately followed by a sweeter deal.
Compliance: refers to a particular kind of response-acquiescence- to a particular
kind a communication- a request.
Conformity: the act of changing one’s behaviour to match the responses of
others.
Injunctive norm: what is typically approved/disapproved.
Descriptive norm: what is tyically done.
3 core motivators that provide the bases for target’s responses to influence attempts:
Accuracy, affiliation and the maintenance of a positive self-concept.
Forces drawing away from compliance: omega forces
1
, Morewedge, C & Kahneman, D. (2010). Associative processes in intuitive judgement. Trends in Cognitive
Sciences, 14(10), 435–440. DOI:10.1016/j.tics.2010.07.004.
3 features of associative activation: (system 1)
1) Associative coherence: the word vomit brings out a facial expression of
disgust. Association made in memory. Context of recent past and
preparedness for likely future events and actions.
2) Attribute substitution: an intention to evaluate a particular attribute of a
stimulus automatically activates assessments of other dimenions (e.g.
Erasmus is not sustainable, so students don’t care about the environment)
de intentie om een bepaald kenmerk van een stimulus te evalueren. (enmerk
van een stimulus te evalueren)
3) Processing fluency: the subjective experience of the ease or difficulty with
which a cognitive task is accomplished. Retrieving something from memory.
System 1: irrational, emotional decisions.
System 2: rational, concious, cognitive decision making. (e.g. financial decisions)
3. Rhetoric’s of speech
Lagerwerf, L. Boeynaems, A., Egmond-Brussee, C. & Burgers, C. (2015) Immediate Attention for Public Speech:
differential effects of rhetorical schemes and valence framing in political radio speeches. Journal of Language and
Social Psychology 34(3), pp. 273-299. DOI: 10.1177/0261927X14557947
The LC4MP assesses how messages are attended to be stored in memory, and
retrieved from memory at a later time. Motivational relevance may be elicitor of
automatic attention to mediated message.
"Valence framing: is a form of framing in which a stance is expressed explicitly with
descriptions in either exclusively positive, or exclusively negative terms" .
Negative framing attracts more immediate attention than positive framing, resulting in
higher recall.
Rhetorical schemes increase recall, whereas the use of frames did not.
Relation between valence framing and rhetorical scheme’s: Positively framed
messages benefit from rhetorical schemes in attracting immediate attention, whereas
negatively framed messages attract attention irrespective of rhetorical schemes.
Rhetorical schemes require less cognitive elaboration in processing than rhetoric
tropes do.
2
