Slide 1 ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 2 Credibility Authority Social attractiveness ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 3 Believability of a communicator, as perceived by the recipient of the message * EXPERTISE * TRUSTWORTHINESS (Hovland, Janis, Kelly, 1953) * Intelligence * Character * Goodwill (Aristotle)ˇ GOODWILL (McCroskey, 1999) ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 4 Knowledge, abilities, experience... ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 5 Perceived honesty, character, and safety ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 6 Perceived caring (They have listeners' interest at heart, show understanding of others' ideas, and are empathic.) ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 7 Make eye-contact Use gestures to add emphasis to the points you make. Try to appear spontaneous and unrehearsed. Maintain a relaxed, open posture. Lean forward and smile. Change your posture frequently. Your voice. Sound confident, change your rate, pitch, and volume. Pay attention to your clothing ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 8 People presume that persuaders have their own motives for saying what they are saying. People make predictions or expectations about what a communicator will say, based on what they know about him or her, and the situation. ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 9 KNOWLEDGE BIAS is the presumption that a communicator has a biased view of an issue The audience believes that speaker's background has prevented him/her from looking objectively at the various sides of the issue. Communicator delivers message Audience members form expectation of communicator's position on issue Expectation confirmed ? Communicator's position attributed to background. No increase in credibility. Communicator's position attributed to inner convictions. Increase in credibility NOYES ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 10 REPORTING BIAS occurs when audience assumes that communicator is saying something only to please them They assume that communicator makes speech under situational pressure and all he/she says just reflects what audience wants to hear. Communicator delivers message Audience members form expectation of communicator's position on issue Expectation confirmed ? Communicator's position attributed to desire to please audience . No increase in credibility. Communicator's position attributed to inner convictions. Increase in credibility NOYES ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 11 The impact of persuasive message usually decreases over time. The sleeper effect predicts that a message from a low-credibility source can actually increase in persuasiveness. (Hovland, Weiss, 1951) Essay about the effectiveness of atomic submarines Sources: Soviet newspaper Pravda vs. Nobel Prize-winning nuclear physicist R. Oppenheimer ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 12 Time Attitude change High credibility Low credibility Cause : The sleeper effect occurs because memory for the discounting cue (information that the messenger was unreliable) disappears more quickly than memory for the message. ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 13 Political campaigns http://www.youtube.com/watch?v=ER5tYbFBTHg http://www.youtube.com/watch?v=8xukbiS8q9s http://www.youtube.com/watch?v=GV_uryFRPjY&feature=channel ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 14 Language that reduces credibility includes: Ums, ers and other, ah, hesitation. Totally and absolutely excessive exaggeration. Kinds of qualifications that sort of lack assertion, I guess. Politeness, sir, that indicates subordination. I know it is silly to say this, but disclaimers do reduce credibility. ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 15 Social attractive individuals are likable and physically appealing ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 16 Physical attractiveness Propinquity (closeness) Similarity Congeniality Familiarity Cooperation ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 17 PHYSICAL ATTRACTIVENESS More physically attractive people are: Better liked Obtain better jobs Have more social power Have higher self-esteem Receive better grades Are more communicated with Are less likely to be convicted at court Are more successful Are perceived as more talented, kind, honest, intelligent and persuasive ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 18 PHYSICAL ATTRACTIVENESS Do you think that standards for physical attractiveness are universal OR vary with culture? ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 19 CLOSENESS Propinquity effect = the more we interact with people, the more likely they are to become our friends Face-to-face communication is more effective than mediated ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 20 SIMILARITY We like people that are similar to us For example: dress, look, hobbies, demographics, ideology etc. Imagine that you get pulled over by the cops. What excuse are you going to make? ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 21 CONGENIALITY Compliments (social acknowledgement) - We have automatic positive reaction to compliments Such people reduce anxiety, stress, loneliness, and threat ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 22 FAMILIARITY Mere exposure effect = the more exposure we have to a stimulus, the more apt we are to like it Conditioning and association ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 23 COOPERATION Examples: o Robber's Cave Experiment (Sherif, 1961) o Jigsaw classroom (Elliot Aronson) o Good cop / Bad cop ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 24 Physical attractiveness Propinquity (closeness) Similarity Congeniality Familiarity Cooperation ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 25 Milgram's experiments Symbols of authority Titles Clothes ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 26 ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 27 http://www.youtube.com/watch?v=ZaPJxquuPJ8 ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 28 http://www.youtube.com/watch?v=l4L3bm6m3KQ&feature=related ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 29 http://www.youtube.com/watch?v=jjXyqcx- mYY&feature=PlayList&p=D94F4A0FBC23F0F5&index=0&playnext=1 ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 30 http://www.youtube.com/watch?v=C6urw_PWHYk ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 31 ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 32 Communicators can make themselves seem trustworthy by apparently acting against their own self-interest The trustworthiness can be increased if the audience is absolutely certain that the person is not trying to influence them ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 33 Mirroring / matching the behavior of others creates feeling of liking and strengthens bonds between two people Building rapport Mirroring during negotiations ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 34 Food servers receive larger tips when they repeat their customers' orders back to them exactly as the customer verbalized it ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 35 Arguing against your self-interest (mentioning a shortcoming of your arguments, proposals, or products) creates the perception that you and your organization are honest and trustworthy ! This strategy is effective only if your weaknesses are genuinely minor ones ! ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 36 Two-sided arguments To increase your credibility by confessing a disadvantage make sure you can decrease the value of this disadvantage. "When fate gives us lemons, we should try to make lemonade, not apple juice." ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 37 Credibility Expertise Trustworthiness Goodwill Authority Social attractiveness Physical attractiveness, similarity, closeness, congeniality, familiarity, cooperation Mirroring, celebrity endorsement, two-sided arguments ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ Slide 38 ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________ ___________________________________