Qualities of Person susceptible to persuaders

Presented by:

• Kornnikar Taechapoonpol 494 53013 28• Sarah Ball 494 53174 28• Denise Watanaprasit 494 53231 28• Thanyathon Chotchaisathit 494 53277 28• Narisa Pokunchanan 494 53305 28• Nitsajit Dejnaronk 494 53328 28• Parinyaporn Srangsomwong 494 53357 28• Panrawee Eimeamkamol 494 53386 28• Puntharik Taychachaiwong 494 53392 28• Malinee Kulrakumpusiri 494 53575 28• Supakarn Thepsoonthorn 494 53793 28• Sarunya Aroonsirichoke 494 53678 28

The Myth of Vulnerable Others

Three characteristics

1. Self Esteem

2. Intelligence

3. Gender

The Myth of Vulnerable Others

1. Low self esteem people are too preoccupied

2. High self esteem people are not easily swayed

3. Moderate self esteem seems most easily persuaded

Self Esteem

The Myth of Vulnerable Others

Low intelligence seems more easily persuaded

BUT....

There are many forms of intelligence

Intelligence

The Myth of Vulnerable Others

1. Past stereotypes2. Women are more concerned with harmony3. Women are persuaded if the majority has a different opinion

**BUT...  the overall results show little difference to say there is a gender that is more easily persuaded**

Gender

Personality influences persuasibility

• Need for Cognition• Self-Monitoring• Dogmatism

Three personality characteristics

NFC Test• 1. Do you think you handle obstacles well?

• A. Obstacles are challenging. If I can handle it, it means I am smart. • B. I'm not sure whether I will be able to handle it or not.

• 2. Do you think problems can find its way out by itself?• A. We have to work it out. It’s not all about luck.

• B. Everything has its own way out.

• 3. Do you have a certain goal in your life?• A. A goal in life can be used to measure success.

• B. I just do my best each day without worrying about tomorrow.

• 4. Are you a dream chaser?• A Dream far and try to achieve it.• B Dreams are too far from reality.

• 5. Do you usually have headaches?• A. Oh, I always get headaches.

• B. I would have headaches when I have a cold.

Result for NFC

• Answer A for 4-5:• You have high need for cognition. You love thinking! You usually

recall more messages arguments, generate relevant thoughts, and seek for more information. You are persuaded by the quality of messages.

• Answer A for 3:• You have average need for cognition. Sometimes you love thinking

and sometimes you believe thinking is a waste of time and not fun at all.

• Answer A less than 3:• You have low need for cognition. You will only think as hard as you

have to. When you listen to persuasive messages, you will judge them by the source of credibility, speaker’s attractiveness, and celebrities’ endorsement.

Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates)

• Need for Cognition (NFC) is a stable individual difference in people’s tendency to engage in and enjoy effortful cognitive activity.

• Not the same as “intelligence”, but related

>> You have to be somewhat intelligent to enjoy contemplating issues.

• Need for Cognition is a motive, not an ability.

Definition

HighNeed for Cognition

LowNeed for Cognition

Key forPersuaders

HighNeed for Cognition

LowNeed for Cognition

Key forPersuaders

Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates)

• People high in need for cognition enjoy thinking abstractly.

• They are influenced by quality of message arguments (strong arguments).

Definition

High Need for Cognition

LowNeed for Cognition

Key forPersuaders

HighNeed for Cognition

LowNeed for Cognition

Key forPersuaders

Definition

High Need for Cognition

Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates)

• People low in need for cognition only think as hard as they have to.

• They are more influenced by simple cues such as source credibility, communicator attractiveness, and celebrity endorsement.

• Use simple and clear appeals (the simpler, the better)

Definition

HighNeed for Cognition

LowNeed for Cognition

Key forPersuaders

HighNeed for Cognition

Low Need for Cognition

Key forPersuaders

Definition

Low Need for Cognition

Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates)

• To accept individuals for what and who they are

• To match messages to individuals’ personality styles

Definition

HighNeed for Cognition

LowNeed for Cognition

Key forPersuaders

High Need for Cognition

LowNeed for Cognition

Key forPersuaders

Definition

Key forPersuaders

The Self-Monitoring Scale1. I find it hard to imitate the behavior of other people.2. My behavior is usually an expression of my true inner feelings, attitudes, and beliefs.3. At parties and social gatherings, I do not attempt to do or say things that others will like.4. I can only argue for ideas which I already believe.5. I can make impromptu speeches even on topics about which I have almost no information.6. I guess I put on a show to impress or entertain people.7. When I am uncertain how to act in a social situation, I look to the behavior of others for cues.8. I would probably make a good actor.9. I laugh more when I watch a comedy with others than when alone.10. In a group of people I am rarely the center of attention.

Result for Self-Monitoring

High self-monitors’ answers1. F2. F3. F4. F5. T6. T7. T8. T9. T10. F

Self-Monitoring

• The display of behavior in social situations

Definition

HighSelf-Monitors

LowSelf-Monitors

Key forPersuaders

HighSelf-Monitors

LowSelf-Monitors

Key forPersuaders

Self-Monitoring

• High self-monitors adjust their behavior to fit the situation.

• They exhibit less attitude-behavior consistency.

• If a situation requires that they put attitudes aside for a moment, they happily do so.

• Attitude function: social-adjustive function

• They are influenced by prestigious, attractive, and popular sources of the message.

Definition

High Self-Monitors

LowSelf-Monitors

Key forPersuaders

HighSelf-Monitors

LowSelf-Monitors

Key forPersuaders

Definition

High Self-Monitors

Self-Monitoring

• Low self-monitors consult their inner feelings and attitudes.

• They exhibit more attitude-behavior consistency.

• If a situation requires that they put their attitudes aside for a moment, low self-monitors strongly disagree.

• Attitude function: value-expressive function• They are influenced by message that comes

from an expert.

Definition

HighSelf-Monitors

LowSelf-Monitors

Key forPersuaders

HighSelf-Monitors

Low Self-Monitors

Key forPersuaders

Definition

Low Self-Monitors

Self-Monitoring

• Use appeals that match the individuals’ personality style

• Use appeals that mesh with the appropriate attitude function

Definition

HighSelf-Monitors

LowSelf-Monitors

Key forPersuaders

High Self-Monitors

LowSelf-Monitors

Key forPersuaders

Definition

Key forPersuaders

Dogmatism

• People’s tendency to close off or open their minds to new ideas and to accept the opinions.

Definition

Highin Dogmatism

Lowin Dogmatism

Key forPersuaders

Highin Dogmatism

Lowin Dogmatism

Key forPersuaders

Dogmatism

• High-dogmatic individuals close off their minds to new ideas and accept only the opinions of conventional, established authorities.

• They tend to be defensive and insecure.

• They find it difficult to come up with evidence that contradicts their beliefs.

• They are influenced by the expertise of the communicator.

Definition

High in Dogmatism

Lowin Dogmatism

Key forPersuaders

Highin Dogmatism

Lowin Dogmatism

Key forPersuaders

Definition

Highin Dogmatism

Dogmatism

• Low-dogmatic individuals are open-minded, receptive to new ideas, and willing to consider good arguments on behalf of a position.

• They are motivated by a need to know, and are willing to acknowledge shortcomings in their arguments.

• They are influenced by strong arguments.• They are more open to persuasion.

Definition

HighIn Dogmatism

LowIn Dogmatism

Key forPersuaders

HighIn Dogmatism

Low In Dogmatism

Key forPersuaders

Definition

Dogmatism

• Understand individuals’ characteristics and use the appropriate approach

Definition

HighSelf-Monitors

LowSelf-Monitors

Key forPersuaders

High Self-Monitors

LowSelf-Monitors

Key forPersuaders

Definition

Key forPersuaders

Others personality factors

• The need to evaluate- people tendency to evaluate social experience good/bad

• The need for affect -a need to tune in to or tune out emotional events

• The need for closure – a preference for getting a definitive answer on an issue and a

discomfort with ambiguity

Others personality factors

• Personality, psychology and attitude change

• Personality factor Psychological need Persuasive Appeal Attitude Change

Need for Cognition Thinking and intellectual Cogent arguments for Contemplation high NFCs; simpler appeal or low NFCs

Self-Monitoring Fitting into situation/ Social adjective, “image” Expressing value appeals for highs; value-

oriented appeals for lows

Dogmatism Preserving conventional Source expertise/authority for beliefs highs; argument quality for lows