Chapter Summary

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The chapter explores the pervasive nature of persuasion and offers a rationale for learning more about its workings. The chapter stresses that persuasion is both an art and a science. It approaches the issue of what constitutes persuasion and related terms, such as social influence and compliance gaining. The chapter also addresses a number of ethical questions related to various strategies and techniques of persuasion discussed throughout the text. This chapter seeks to dispel the view that persuasion is inherently manipulative. Persuasion is often used to achieve prosocial ends. The chapter examines newer forms of persuasion, such as online influence, as well as less obvious forms of persuasion. This chapter also offers advice on how to become a more effective persuader and how to resist influence attempts, especially unethical influence attempts, by others.

Quiz

1. 

When a CEO appears in a commercial wearing jeans, chatting with factory workers, and eating lunch in the company cafeteria, they are employing which propaganda technique?

Testimonials

Bandwagon effect

Transfer

Card-stacking

Plain folks appeal

None

2. 

A university president is asked, “Will tuition increase next year?” The president responds, “We’re deeply committed to education. Learning is the foundation of a strong future.” The president’s response best reflects which propaganda technique?

Smoke and mirrors

Pomp and circumstance

Card-stacking

Glittering generalities

None

3. 

When it comes to technology, Max is always the first to test new gadgets and apps and explain their pros and cons to everyone else. According to Malcolm Gladwell, Max would be termed a:

Connector

Maven

Hawker

Salesperson

Trend spotter

None

4. 

Lila wants to publish her first graphic novel but can’t afford the printing costs. She creates a GoFundMe page where fans can donate to help bring the book to life. Lila is using what?

Crowdsourcing

Crowdfunding

Begging

Social influence

None

5. 

A beauty influencer uploads a makeup tutorial using a new foundation and includes a disclaimer that the brand paid her to feature their product. This is known as:

Micro-influencing

Buzz marketing

Sponsored content

Native advertising

None

6. 

When seeing political ads, most voters believe the messages won’t change their opinions but will easily sway other people’s. This illustrates which concept?

false consensus effect

optimistic bias

third person effect

hostile media effect

None

7. 

What is the main purpose of a meta-analysis?

To conduct an original experiment on a single sample

To summarize and statistically combine the results of multiple studies

To provide a narrative overview of research without quantitative analysis

To critique the methodology of a single study

None

8. 

Persuasion is most likely to succeed in which context?

interpersonal

print media

television

online

None

9. 

Persuasion is …

Art

science

both art and science

None

10. 

According to the textbook, persuasion is best thought of as a science and an art

TRUE

FALSE

None

11. 

The following statements best reflects the view of persuasion offered by the textbook: Persuasion emphasizes manipulation; communication emphasizes cooperation

TRUE

FALSE

None

12. 

To say that persuasion is “pervasive” means that influence attempts are usually explicit or overt, rather than subtle or implicit

TRUE

FALSE

None

13. 

Persuasion research often produces “counterintuitive” findings (e.g., results that are contrary to what common sense would dictate.) Such findings highlight the _ function performed by the study of persuasion.

14. 

Buffy has been working hard on a new product that she believes will help those with insomnia sleep through the night. However, she lacks the monetary means of creating the product. Buffy creates an Indiegogo account to get the money she needs to scale the production of her invention. In this case, Buffy is using _ to get the money she needs for her product’s production.

Time’s up

Essay Questions

1. In what setting or context do influence attempts tend to be most effective? Why?
2. Provide an example of “habitual” persuasion and explain how such habitual patterns of persuasion can be overcome.
3. What do the textbook authors mean when they say that learning about persuasion performs a “defensive” function?