© 2001 Wadsworth, a division of Thomson Learning, Inc 1 Persuading and Influencing Others

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© 2001 Wadsworth, a division of Thomson Learning, Inc

Persuading and Influencing Others

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Giving Orders and Expecting Obedience

• Milgram’s Research

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Results of Milgram’s StudyShock Level Victim Behavior % Giving Shock

Slight (15 volts) 100

Moderate 100

Strong 100

Very Strong 100

Intense victim screams 88

Extreme intensity victim pounds on wall 70

Danger: severe shock victim is silent 68

xxx (450 volts) victim is silent 65

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Problems With Giving Orders

• Blind Obedience• Lack of Authority

– Status of the authority figure

– Proximity of the authority figure

• Psychological Reactance

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Trying to Get People to Conform

• Types of Conformity– Normative

– Informational

• Factors Affecting Conformity– Task ambiguity

– Group size

– Group unanimity

– The group members

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The Original Asch Study

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Minority Influence

• Status• Confidence• Idiosyncrasy credits

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Asking People and Getting Them to Comply with Your Request

• Foot-in-the-door• Door-in-the-face• Even-a-penny• Suggest-an-attribution• Imagine-the-effect• Guilt

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PersuasionCharacteristics of the Persuader

• Expertise• Trustworthiness

– Argue against own self-interest

– Reputation

• Similarity• Attractiveness

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Characteristics of Persuasive People

• Type of Message– Something factual

– Values, opinions

• The persuader should be– an expert

– trustworthy

– confident

– attractive

– similar

– charismatic

– confident

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PersuasionCharacteristics of the Person

Being Persuaded

• Age

• Self-esteem

• Self-monitoring

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PersuasionCharacteristics of the Message

• Message discrepancy

• One-sided versus two-sided arguments

• Threats

Documents

© 2001 Wadsworth, a division of Thomson Learning, Inc 1 Persuading and Influencing Others