Monday, September 22, 2014
Hy Smart People.. This article title is Personal Characteristics & Persuasion, I hope Useful For you
COMMUNICATOR CHARACTERISTICS
PERSUADING AND PERSUASION BY DIFFERENT PEOPLE
DEMOGRAPHIC VARIABLES
AGE
As people grow older they become more cognitively sophisticated and a bit harder to persuade.
Children are targets for persuasion: 25 TV hours a week, 360,000 by the time they are 18. UK children watch 18,000 commercials a year.
Until the age of 8 children do not understand the nature of advertising as persuasion.
1. Interact with children during ads about them increases critical ability. Not immune, but less susceptible.
2. As children get older peer pressure is more important.
Stereotypes of older and gullible are false. Older people are, in fact, more difficult to persuade.
GENDER
• Men tend to be better at persuading people than women. Studies show that the same message has more effect when given by a man. Computers with synthetic male voices are rated as more powerful.
• This is true because of the gender stereotypes of the audience, that they perceive men as more competent. They also expect females to be warmer and more nurturing.
• Female double bind: they must perform better than men to be seen as equally competent, and they are perceived negatively when they try to be direct, assertive and forceful.
• Female doctor study: male doctors can give people aversive advice (stop eating so much or you will die early) while women have to give positive messages (stop eating so much and you will feel much better).
• Gender and persuasibility:
• Early studies showed women were more easily persuaded than men.
• With time, the gap has narrowed, now they are equally perusable.
• There are differences. Women have different conversational goals (seek closeness and consensus) while men seek independence. Thus, they receive messages different.
• Face to face communication is more effective with women than with men, while email is equal for both.
ETHNICITY AND CULTURE
Individualism vs. collectivism, EU/USA vs, China/Korea.
Individual: independence, goals of individual over group
Collectivist: harmony, concern for others, goals of the group.
Advertising uses this concept.
Biculturals are susceptible to both appeals.
China managers: coalition-building, gift giving as best strategies for influence.
USA managers: rational argument.
Collectivist strategies:
1. Hinting
2. Setting an example by action
3. Helping a person before asking a favor
Black and white sources seem equally as persuasive in current American culture. Whites often pay more attention to blacks while speaking because they fear charges of racism.
INTELLIGENCE
Less intelligent people are easier to persuade once they understand your message.
PSYCHOLOGICAL STATES
SELF-ESTEEM
Lower self-esteem people to not want to be seen as giving in, so they don’t.
Higher self-esteem people can be too proud to give in. Thus, moderate self-esteem people are the easiest to persuade.
FEAR AND ANXIETY
Persuasion is a combination of understanding and yielding.
Anxious fearful people may not understand because they are distracted, while anxious fearful people are more likely to yield. Thus, make sure you have their attention.
The best strategy is to give specific suggestions about avoiding harms and fears.
EGO INVOLVEMENT
If the topic is one you are ego involved with, you are harder to persuade. They tend to reject more readily positions that are different from their own.
AUTHORITARIAN PERSONALITIES
Harder to persuade about their currently held beliefs.
Beliefs are often propped up by authority figures.
Accepted authority figures are the ones who can persuade them.
Authoritarian people are more likely to see the world as dangerous. Threats work best with them, rewards work best with non-authoritarians.
COGNITIVE COMPLEXITY AND SIMPLICITY
Complex people have more categories and distinctions, for body type for example. They thus tolerate different opinions more than the simple. Complex people like to think about difficult issues and simple people do not.
GUIDES FOR AUDIENCE ADAPTATION
• Pay attention to the situation.
• Keep your audiences’ mind in mind. Guess about values and previous beliefs.
• Remember states and traits.
• Pay attention to demographics.
• Aim for those you can influence.
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