Chapter Summary

This chapter explores ways that persuasion has been conceptualized and defined. A broad-based, far-reaching conceptualization of persuasion is offered. The chapter begins by presenting a preliminary model of persuasion that distinguishes clear or “pure” cases of persuasion from less obvious, “borderline” forms of persuasion. Five limiting criteria are presented that help distinguish pure from borderline cases of persuasion. The criteria are the degree of intentionality, the effect or outcome, the presence of free will and conscious awareness, whether symbolic action (e.g., language) is required, and whether self-persuasion or intrapersonal persuasion is included. The final model adds culture, context, and other factors. The chapter examines two theories of persuasion: Petty and Cacioppo’s elaboration likelihood model (ELM), and Chaiken and Eagly’s heuristic-systematic model of  (HSM).

Quiz

1. 

Two classmates glare at you while asking for your notes, making you feel pressured to hand them over. Their threatening behavior best represents:

Pure persuasion

Borderline persuasion

Third-person effect

None

2. 

You tell a coworker that a certain gym has great trainers. Another employee overhears you and decides to join the gym too. This is an example of

Peripheral persuasion

The grapevine” effect”

The bystander phenomenon

The unintended receiver effect

None

3. 

A definition that limits persuasion to symbolic action would say:

all persuasion happens through speeches or written messages

using charm or personality influences others

petitions, rallies, social media campaigns, and boycotts are types of persuasion

innate traits, like confidence or appearance, persuade people

None

4. 

Which of the following is the best example of synchronous persuasion?

A barista talks one-on-one with a customer to convince them to try a new seasonal drink

A text message invites you to download a new app

A flyer in your mailbox claims, You could be the next winner!””

A radio ad promotes a sale on iPads

None

5. 

A fitness coach reminds their clients that exercising regularly improves health and well-being, even though some workouts can be challenging. This is an example of:

Changing existing attitudes and beliefs

Creating new attitudes and beliefs

Reinforcing existing attitudes and beliefs

Extinguishing existing attitudes and beliefs

None

6. 

A marketing professor explains that advertisements can persuade consumers either by engaging them in careful thought about the product or by relying on catchy images and slogans. This reflects which ELM concept?

An ethical route and an unethical route

A pure route and a borderline route

Self-persuasion and other persuasion

A central route and a peripheral route

None

7. 

A mentor at a company demonstrates professionalism, punctuality, and clear communication, influencing interns without explicitly teaching these behaviors. This is an example of:

Ulterior motives

Social modeling

Relational goals

Symbolic effects

None

8. 

Taylor calls customer service intending to demand a refund for a defective product. After discussing the issue, she realizes the product works as described and instead asks for tips on using it effectively. This best reflects the notion that:

People’s goals may change during a persuasive encounter

A reliance on peripheral processing rarely produces compliance

A reliance on central processing rarely produces compliance

People’s need for identity management far outweighs other persuasive tactics

None

9. 

Pure persuasion means that the source succeeded in persuading the receiver completely

True

False

None

10. 

Borderline persuasion refers to less traditional or obvious forms of influence

True

False

None

11. 

A litmus test for distinguishing persuasion from social influence is: persuasion is intentional, social influence is not

True

False

None

12. 

Maria is choosing a vacation package. She has a clear budget and knows what activities she wants. The _ predicts she will seek just enough information to decide, but won't over-research.

13. 

The unintended receiver effect illustrates one problem with relying on _ to define persuasion.

14. 

The Gass & Seiter model maintains that _ determines the nature of the persuasion process.

Time’s up

Essay Questions

1. What is one of the primary weaknesses of relying on intentionality as a defining characteristic of persuasion?
2. What are the limitations of using an “effects” standard as the basis for a definition of persuasion?
3. Do the textbook authors believe there is such a thing as self-persuasion? Why or why not?