Chapter Summary

This chapter explores several communicator characteristics that past research has identified as being important in the process of social influence. Specifically, the chapter examines demographic variables, noting that some influence the sending and receiving of persuasive messages, whereas others do not appear to be related to influenceability. The chapter shows how several psychological and communication states and traits (i.e., self-esteem, anxiety, preference for consistency, self-monitoring, ego involvement, dogmatism, authoritarianism, social vigilantism, narcissism, cognitive complexity, need for cognition, and aggression) influence persuasive communication. The chapter also examines the notion of audience analysis, indicating that persuaders, when possible, should attempt to adapt to the needs, wants, and backgrounds of their audiences.

Quiz

1. 

A personal trainer encourages a client to exercise regularly. According to Reinforcement Expectancy Theory, which message would work best?

If you skip workouts

You can exercise or stick to your sedentary lifestyle

Regular workouts will make you stronger

If you don’t train now

None

2. 

For a collectivistic audience, which advertising slogan would be most effective?

“Strength in unity”

“Lead the pack”

“Do what you want”

“taste the rainbow”

None

3. 

During a video review, Leo sees a banner that reads paid promotion" and decides not to trust the content. This phenomenon is explained by:"

The persuasion knowledge model

Social judgement theory

The double bind

Maslow’s hierarchy of needs

None

4. 

Alex is very aware of social cues and modifies his behavior at parties, work events, and online interactions to match the situation. He can best be described as:

A moderate self-monitor

A high self-monitor

A low self-monitor

A suck-up

None

5. 

Sam judges people only based on whether they share his favorite sports team. According to persuasion researchers, Sam can be considered:

Socially judgmental

Constructive

Cognitively simple

Cognitively complex

None

6. 

Maya often engages in heated political discussions on Twitter, determined to convince everyone that her perspective is correct. She demonstrates a high level of:

Social vigilantism

Antisociality

Peripheral processing

energetic discourse

None

7. 

Research on persuasion across the lifespan suggests that which age group is comparatively resistant to changing their attitudes?

Middle-aged individuals

Teenagers

Seniors

Young children

None

8. 

When giving a persuasive speech, which is a classic example of the double bind faced by women?

Male speakers are more effective with female audiences

Men are faulted for being too collaborative

Women are faulted for being too strong or too weak

None

9. 

Family interaction that focuses on looking at ads critically decreases children's vulnerability to being persuaded by television advertisements.

True

False

None

10. 

Men tend to be more persuasive than women, partly because women are perceived more negatively when they exhibit assertiveness or directness

True

False

None

11. 

People from collectivistic cultures tend to use persuasive strategies that are appropriate to the context

True

False

None

12. 

A person who prefers quick, simple cues over detailed arguments is most likely persuaded via the _ route in the Elaboration Likelihood Model.

13. 

In the terms used in the Elaboration Likelihood Model, a person low in the need for cognition is more likely to be persuaded via the _ route to persuasion.

Time’s up

Essay Questions

1. What is the relationship between gender and persuasion?  Describe at least two explanations researchers have used to explain why gender differences have or have not been found.
2. You are the member of a marketing firm and have been given the following task: Create one or more advertisements for a new car called “Grit.” The advertisement(s) will appear in two magazines, one read by high self-monitors, the other by low self-monitors. Describe the ad(s) you would use and provide a rationale for why you would use them.
3. You are the member of a marketing firm and have been given the following task: Create one or more advertisements for a new game called “Pow.” The advertisement(s) will appear in two magazines, one read by collectivistic cultures, the other by individualistic cultures. Describe the ad(s) you would use and provide a rationale for why you would use them.