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Jim_Ak
persuasion-updated.pptxPresented by: rodrigo nunez
Principles of Persuasion and PSA
Previous Research on Persuasion
Persuasion is the process of guiding yourself or others towards the adoption of an attitude, idea or action by rational and symbolic means.
Earlier studies on persuasion include Milgram’s Experiment:
Milgram, S. (1963). Behavioral Study of Obedience. Journal of Abnormal and Social Psychology, 67, 371-378.
Milgram, S. (1965). Some conditions of obedience and disobedience to authority. Human Relations, 18, 57-76
Mario Moussa and G. Richard Shell in their book “ The art of Woo” have described four step approach to Strategic persuasion.
The steps include- survey your situation, confront the five barriers, make your pitch and secure your commitments.
Persuasion is process by which a message induces change in feelings, attitudes, or behaviors. How do we get people to feel, believe, and do what we want them to feel, believe, and do? The summary and conclusion of Milgram’s research was disturbing for author. They raise probability that human nature or more precisely the kind of the characters produced in the American democratic society could not be counted on to protect its citizens from cruelty and brutal treatment at direction of unkind authority. A substantial proportion of the people do what they are actually told to do regardless of content of act and without limits of conscience, so long as they observe that the command comes from genuine authority.”
How do we get people to feel, believe, and do what we want them to feel, believe, and do?
The process by which a message induces change in feelings, attitudes, or behaviours.
How do we get people to feel, believe, and do what we want them to feel, believe, and do?
The process by which a message induces change in feelings, attitudes, or behaviours.
How do we get people to feel, believe, and do what we want them to feel, believe, and do?
The process by which a message induces change in feelings, attitudes, or behaviours.
How do we get people to feel, believe, and do what we want them to feel, believe, and do?
The process by which a message induces change in feelings, attitudes, or behaviours is called as persuasion. How do we get people to feel, believe, and do what we want them to feel, believe, and do?
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How principles of persuasion studied
Stanley Milgram, Psychologist, Yale University, conducted a 1974 experiment
Ordinary people were asked to shock ‘victims’ when they answered questions incorrectly.
The participants were told that the shocks they gave increased 15 volts in intensity each time the person answered incorrectly.
As participants continued to shock their victims, the respondents feigned increasing discomfort until they let out agonized screams and demanded to be released.
Astoundingly, about two-thirds of participants ignored these cries of pain and inflicted the full dose of 450 volts.
Milgram selected applicants for his experimentation by newspaper publicizing for male participants to take part in study of learning at the Yale University. The procedure was that participant was paired with other person and they depicted lots to find out who would be ‘learner’ and who would be ‘teacher’. The draw was static so that participant was always teacher and learner was one of the Milgram’s confederates. The learner was taken into room and had electrodes close to his arms and teacher and other researchers went into room next door that contained an electric shock generator and row of the switches marked from 15 volts to 375 volts to 450 volts.
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Validity of research and conclusion
If in this study an anonymous experimenter could successfully command adults to subdue a fifty-one year old man, and force on him painful electric shocks against his protests one can only wonder what government, with its vastly greater authority and prestige can command of its subjects.”
Stanley Milgram, Some Conditions of Obedience and Disobedience to Authority
Thus we can conclude from this experiment that persuasion is a very important tool and it will be very effective to reach out to large group of audience.
65% means two-thirds of the participants continued to highest level of almost 450 volts. All participants sustained to 300 volts. Milgram did many experiments– he carried out almost 18 variations of study. All he did was change situation to understand that how this affected obedience.
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Lesson learned through studies
Results surprised everyone:
26 out of 40 (65%) went all the way to 450 volts (potentially lethal)
Only 5 stopped before 300 volts
Very stressful for participant – often protested, but still obeyed
“According to Milgram, the real culprit in the experiments was the [participants’] inability to defy the wishes of the boss, the lab-coated researcher who urged and, if necessary, directed them to perform their duties, despite the emotional and physical mayhem they were causing.”
Research concluded that the subjects’ sex was irrelevant to their willingness to shock the victim.
Ordinary people are probable to follow all orders given by authority figure, even to degree of killing an innocent human-being.
People tend to follow orders from the other people if they identify their authority as ethically right based. This response to sincere authority is learned in variety of conditions, for instance in school, family and workplace.
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Public Service Announcement
A PSA is a non-commercial advertisement broadcast on television and radio focused on the public good. It is intended to modify public attitude by raising awareness.
The objective of our PSA is to
Spark attitudinal or behavioral change
Raise awareness, inspire action and save lives.
Need to identify a consumer insight through strategic planning
Utilize our qualitative and quantitative research to address:-
What is stopping them from action?
What message will be relevant and motivational?
How can we deliver message?
Why would the consumer believe the message?
Creative Argument for Persuading viewers on recycling
Through our video we need to encourage the audience and we need to appeal the audience which should be based on three approach:
1. LOGICAL- An argument based on facts, statistics and research. So we can include various research data that how waste has accumulated over a period of time and that it needs to be recycled.
2. Emotional- getting an emotional response is a better way to convince our audience.
3. Moral- It is the last way to convince people for them to do the right thing and in our case it would be to conserve environment by recycling.
Primary Principles of persuasion
Six weapons of influence are mainly- Reciprocity, commitment and Consistency, Social proof, Authority, liking and scarcity.
We can use these principles in creation of our recycling video.
Reciprocation recognizes that people feel indebted to those who do something for them or give them a gift. For marketers, Cialdini says: “The implication is you have to go first. Give something: give information, give free samples, give a positive experience to people and they will want to give you something in return.” social proof is When people are uncertain about a course of action, they tend to look to those around them to guide their decisions and actions. They especially want to know what everyone else is doing – especially their peers.
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Principles good fit for this PSA
Robert B. Cialdini, Influence: The Psychology of Persuasion (revised; New York: Quill, 1993)
Reciprocity: we want to repay, in kind, what another person has provided us
Consistency: desire to be (and to appear) consistent with what we have already done
Social proof: to determine what is correct find out what other people think is correct
Authority: deep-seated sense of duty to authority
Likeability: we say yes to someone we like
Scarcity: limitation enhances desirability
Commitment and consistency is when People do not like to back out of deals. We’re more likely to do something after we’ve agreed to it verbally or in writing. They also prefer to follow pre-existing attitudes, values and actions. Liking is People prefer to say ‘yes’ to those they know and like,Even something as ‘random’ as having the same name as your prospects can increase your chances of making a sale. Authority is when People want to follow the lead of real experts. Business titles, impressive clothing, and even driving an expensive, high-performing automobile are proven factors in lending credibility to any individual.
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RECIPROCITY applied to PSA
The Rule for Reciprocation is embodied in the Golden Rule, which states “Give unto others as you would have them give unto you.” � When we receive, we are obliged to repay.
People with the help visual and audio stimulus should be
encouraged.
Likeability applied to PSA
Applying the principle of likeability to our video, the video should be made an interactive one. We need to strike a chord and motivate people to change.
The interaction should be based on following thing-
Interaction with the audience as if you are a friend
If possible entertain them
If needed make them uncomfortable to a point so that they feel inclined to contribute.
Visual stimulations can persuade them to contribute.
One of the things that marketers can do is honestly report on the extent to which the product or service – or the people who are providing the product or service – are similar to the audience and know the audience’s challenges, preferences and so on.
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References
Wood, W. (2000). Attitude change: Persuasion and social influence. Annual Review of Psychology, 51, 539-570.
Cialdini, R.B. & Goldstein, N.J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591-621.
Schwarz, N. (1998). Warmer and more social: Recent developments in cognitive social psychology. Annual Review of Sociology, 24, 239-264.
Cialdini, R.B. (2003). Crafting normative messages to protect the environment. Current Directions in Psychological Science. 105-109.
