| Preface |
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xiii | |
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1 | (20) |
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2 | (1) |
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Persuasion Is Not a Dirty Word |
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3 | (1) |
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3 | (1) |
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The Pervasiveness of Persuasion: You Can Run but You Can't Hide |
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4 | (4) |
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What's That Buzz You're Wearing? |
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4 | (1) |
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Persuasion in the Sciences |
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5 | (1) |
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6 | (1) |
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Other Not-So-Obvious Contexts for Persuasion |
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6 | (1) |
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Persuasion in Interpersonal Settings |
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7 | (1) |
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Four Benefits of Studying Persuasion |
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8 | (4) |
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The Instrumental Function: Be All That You Can Be |
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8 | (1) |
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The Knowledge and Awareness Function: Inquiring Minds Want to Know |
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9 | (1) |
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The Defensive Function: Duck and Cover |
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9 | (1) |
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The Debunking Function: Puh-Shaw |
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10 | (2) |
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Two Criticisms of Persuasion |
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12 | (6) |
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Does Learning about Persuasion Foster Manipulation? |
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12 | (1) |
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Are Persuasion Findings Too Inconsistent or Confusing? |
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13 | (5) |
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Ethical Concerns about the Use of Persuasion |
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18 | (1) |
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18 | (3) |
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What Constitutes Persuasion? |
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21 | (21) |
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Pure versus Borderline Cases of Persuasion |
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22 | (1) |
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Limiting Criteria for Defining Persuasion |
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23 | (8) |
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24 | (2) |
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26 | (2) |
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Free Will and Conscious Awareness |
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28 | (1) |
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29 | (1) |
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Interpersonal versus Intrapersonal |
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30 | (1) |
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A Model of the Scope of Persuasion |
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31 | (1) |
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The Context for Persuasion |
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32 | (1) |
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A Working Definition of Persuasion |
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33 | (2) |
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So What Isn't Persuasion? |
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35 | (1) |
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Dual Process Models of Persuasion |
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36 | (3) |
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The Elaboration Likelihood Model of Persuasion |
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36 | (2) |
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The Heuristic Systematic Model of Persuasion |
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38 | (1) |
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39 | (3) |
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Attitudes and Consistency |
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42 | (30) |
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What Is an ``Attitude'' in 15 Words or Less? |
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42 | (1) |
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So How Do You Measure the Durn Things? |
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43 | (7) |
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Standardized Self-Report Scales |
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43 | (2) |
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Visually Oriented Self-Report Scales |
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45 | (1) |
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Negative Attitudes toward Attitude Scales |
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45 | (1) |
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Can You Trust What You Can't See? |
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46 | (2) |
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Roundabout Methods of Measuring Attitudes |
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48 | (1) |
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Physiological Measures of Attitude |
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49 | (1) |
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The Theory of Reasoned Action |
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50 | (2) |
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Attitude toward the Behavior |
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50 | (1) |
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51 | (1) |
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Gals, Guys, Culture, and the TRA |
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52 | (1) |
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The Persistence of Attitudes |
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52 | (1) |
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Attitudes as Associative Networks: Your Mind Is a Web |
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53 | (1) |
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Manufacturing Favorable Images and Associations: Jiggling the Web |
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53 | (3) |
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Image-Oriented Advertising: That's the Life! |
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54 | (1) |
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54 | (1) |
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55 | (1) |
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Psychological Consistency |
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56 | (6) |
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The Inner Peace of Consistency |
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56 | (2) |
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Methods of Maintaining Consistency |
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58 | (1) |
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Marketing Strategies: How to Have Your Cake and Eat It Too! |
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58 | (1) |
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Brand Loyalty: Accept No Substitute |
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59 | (1) |
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Write and Tell Us Why You Love This Book in 24 Words or Less |
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60 | (1) |
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60 | (1) |
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Capitalizing on Inconsistency |
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61 | (1) |
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62 | (5) |
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Cognitive Dissonance and Buyer's Remorse |
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62 | (1) |
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Cognitive Dissonance, Self-Image, and Culture |
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63 | (1) |
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Factors That Affect the Magnitude of Dissonance |
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64 | (1) |
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Dissonance and Persuasion: Putting It All Together |
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64 | (1) |
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Counterattitudinal Advocacy: Playing Devil's Advocate |
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64 | (1) |
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I'm All In: Increasing Commitment |
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65 | (1) |
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Commitments Can ``Grow Legs'' |
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66 | (1) |
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67 | (5) |
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72 | (22) |
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Celebrity Selling Power: The Answer Is in the Stars |
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72 | (3) |
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73 | (2) |
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75 | (1) |
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Credibility Is a Receiver-Based Construct |
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75 | (1) |
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Credibility Is a Multidimensional Construct |
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75 | (1) |
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Credibility Is a Situational/Contextual Phenomenon |
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76 | (1) |
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76 | (1) |
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The Factor Analytic Approach to Credibility |
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76 | (5) |
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Primary Dimensions of Credibility |
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78 | (3) |
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Secondary Dimensions of Credibility |
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81 | (1) |
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The Factor Analytic Approach and the Real World |
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81 | (1) |
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Credibility as a Peripheral Cue |
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82 | (2) |
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It's What's Up Front That Counts |
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84 | (1) |
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84 | (2) |
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Credibility and Image Management |
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86 | (1) |
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Interpersonal Credibility, Impression Management, Facework, and Accounts |
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87 | (2) |
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Strategies for Enhancing One's Credibility |
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89 | (1) |
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90 | (4) |
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Communicator Characteristics and Persuadability |
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94 | (27) |
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Demographic Variables and Persuasion |
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95 | (7) |
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Age and Persuasion: Pretty Please with Sugar on Top |
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95 | (3) |
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Gender Differences and Persuasion: The Times, They Aren't a Changin' |
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98 | (1) |
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Ethnicity, Culture, and Persuasion: ``Me'' and ``We'' Perspectives |
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99 | (3) |
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Intelligence and Persuasion: Dumb and Dumber |
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102 | (1) |
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Psychological and Communication States and Traits |
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102 | (10) |
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Self-Esteem and Persuasion: Feelin' Kinda Low |
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102 | (1) |
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Anxiety and Persuasion: Living in Fear |
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103 | (1) |
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Self-Monitoring and Persuasion: Periscope Up |
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103 | (2) |
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Ego Involvement: Not Budging an Inch |
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105 | (3) |
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Dogmatism and Authoritarianism: You Can't Teach an Old Dog New Tricks |
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108 | (1) |
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Cognitive Complexity and Need for Cognition |
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109 | (2) |
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Persuasion and Aggression: Sticks and Stones |
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111 | (1) |
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Analyzing and Adapting to Audiences |
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112 | (4) |
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116 | (5) |
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Conformity and Influence in Groups |
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121 | (26) |
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Conformity as Persuasion: In with the Crowd |
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122 | (12) |
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In the Beginning: Early Research on Conformity Effects |
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122 | (2) |
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Variables Related to Conformity |
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124 | (8) |
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The ``Whys'' of Conformity |
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132 | (1) |
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Social Proof: Using the Sheep Factor to Persuade Others |
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132 | (2) |
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Deindividuation and Social Loafing: Getting Lost in the Crowd |
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134 | (6) |
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What a Riot: An Examination of Deindividuation |
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134 | (2) |
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Social Loafing: Not Pulling Your Own Weight |
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136 | (4) |
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How Groups Affect Decision Making: To Risk or Not to Risk |
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140 | (2) |
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142 | (5) |
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147 | (18) |
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Symbols, Meaning, and Persuasion: The Power of Babble |
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148 | (7) |
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Connotative and Denotative Meaning: That's Not How I See It |
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148 | (1) |
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Ultimate Terms: Speak of the Devil |
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149 | (2) |
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Familiar Phrases and Persuasion: Have I Heard You Somewhere Before? |
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151 | (1) |
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151 | (2) |
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Euphemisms and Doublespeak: Making the Worse Appear the Better and Vice Versa |
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153 | (2) |
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Language Intensity, Vividness, and Offensiveness |
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155 | (5) |
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##@**!!!!##: Profanity and Persuasion |
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155 | (2) |
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157 | (1) |
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The Effects of Vividness: A Picture's Worth a Thousand Words |
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158 | (1) |
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158 | (2) |
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Powerless Language and Persuasion: ``Ums'' the Word |
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160 | (1) |
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161 | (4) |
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165 | (22) |
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The Direct Effects Model of Immediacy |
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166 | (1) |
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Types of Nonverbal Communication |
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166 | (17) |
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Kinesics: Head, Shoulders, Knees and Toes, Knees and Toes |
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168 | (4) |
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Haptics: Reach Out, Reach Out and Touch Someone |
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172 | (2) |
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Keep Your Distance?: Proxemics and Persuasion |
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174 | (1) |
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Chronemics: All Good Things to Those Who Wait? |
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175 | (2) |
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Artifacts and Physical Features of the Environment: Dress for Success |
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177 | (3) |
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Physical Appearance: Of Beauties and Beasts |
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180 | (2) |
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Paralinguistics and Persuasion: Pump Up the Volume? |
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182 | (1) |
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183 | (4) |
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Structuring and Ordering Persuasive Messages |
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187 | (21) |
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Implicit and Explicit Conclusions: The Writing's on the Wall |
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188 | (1) |
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Quantity versus Quality of Arguments: The More the Merrier? |
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189 | (1) |
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Repetition and Mere Exposure: You Can Say That Again |
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190 | (2) |
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Order Effects and Persuasion: First Things First |
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192 | (1) |
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Primacy and Recency Effects: The First Shall Be Last and the Last Shall Be First |
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193 | (2) |
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Inoculation, Message-Sidedness, and Forewarning: Preventing and Refuting the Persuasive Attempts of Others |
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195 | (9) |
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Inoculation Theory: Of Needles and Arguments |
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196 | (2) |
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One-Sided versus Two-Sided Messages: Both Sides Now |
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198 | (2) |
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Forewarning: You'd Better Watch Out |
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200 | (4) |
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204 | (4) |
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208 | (18) |
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Pregiving: The Old ``I'll Scratch Your Back If You'll Scratch Mine'' Approach |
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209 | (1) |
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Why Is the Pregiving Tactic Persuasive? |
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210 | (1) |
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Foot in the Door: The ``Give Me an Inch and I'll Take a Mile'' Tactic |
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210 | (4) |
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Why Is a Foot in the Door So Persuasive? |
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211 | (1) |
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When Does a Foot in the Door Work? |
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212 | (2) |
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The Foot in the Mouth Effect: ``How Are You Today?'' |
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214 | (1) |
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The Door in the Face Tactic: ``Ask for the Stars'' |
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214 | (4) |
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Why Is a Door in the Face So Persuasive? |
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215 | (2) |
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When Does a Door in the Face Work? |
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217 | (1) |
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The That's-Not-All Tactic: Seeking Compliance by Sweetening the Deal |
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218 | (1) |
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The Lowball Tactic: Changing the Deal |
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219 | (2) |
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220 | (1) |
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``Sorry, We Don't Have Any More of Those in Your Size, But . . .'': The Bait and Switch Tactic |
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221 | (1) |
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The Disrupt-Then-Reframe Technique: I'm So Confused |
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221 | (1) |
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222 | (4) |
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226 | (23) |
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Actions Speak the Loudest: A Definition of Compliance Gaining |
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227 | (1) |
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In the Beginning: The Roots of Compliance-Gaining Research |
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227 | (3) |
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Situation: The ``It Depends'' of Compliance-Gaining Behavior |
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230 | (7) |
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Seeking Compliance from Strangers and Intimates |
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231 | (3) |
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The Effects of Perceived Benefits: What's in It for Me? |
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234 | (1) |
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Power, Legitimacy, and Politeness |
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234 | (3) |
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Who Are You?: Individual Characteristics and Compliance-Gaining Behavior |
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237 | (1) |
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Problems Facing Compliance Research: Trouble in Paradise |
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238 | (3) |
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Problems with Typology Development: Here a Strategy, There a Strategy |
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239 | (1) |
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Creating versus Selecting and Other Methodological Problems |
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239 | (2) |
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Newer Directions: The Study of Compliance-Gaining Goals |
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241 | (3) |
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How Goals Bring Meaning to Compliance-Gaining Situations: What's It All about, Alphie? |
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241 | (1) |
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Primary and Secondary Goals: Wanting and Eating Your Cake |
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242 | (1) |
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Goals, Rules, and Personalities: A Style All Our Own |
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243 | (1) |
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244 | (5) |
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249 | (22) |
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What Is Deception?: Lies and Damn Lies |
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250 | (2) |
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Telling Lies: The Enactment of Deception |
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252 | (8) |
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253 | (4) |
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What Makes a Liar Persuasive? |
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257 | (3) |
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Detecting Deception: I Can See Right through You |
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260 | (5) |
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Factors That Influence Detection |
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260 | (5) |
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265 | (6) |
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271 | (28) |
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Intrinsic versus Extrinsic Motivation |
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272 | (1) |
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Logical and Emotional Appeals: A Fuzzy Distinction |
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272 | (1) |
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Fear Appeals: If You Don't Stop Doing That, You'll Go Blind |
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273 | (3) |
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Fear Level or Intensity: The Goosebump Factor |
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274 | (1) |
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The Extended Parallel Process Model: There's Nothing to Fear but Fear Itself |
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274 | (2) |
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Appeals to Pity and Guilt: Woe Is Me, Shame on You |
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276 | (5) |
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Humorous Appeals: Stop Me If You've Heard This One |
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281 | (5) |
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Humor as an Indirect Form of Influence |
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282 | (1) |
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Relatedness of Humor: Funny You Should Mention That |
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283 | (1) |
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Humor and Credibility: Laugh, Clown, Laugh |
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283 | (1) |
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Self-Disparaging Humor: I Get No Respect |
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283 | (1) |
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284 | (1) |
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Humor as Social Proof: Smile and the World Smiles with You |
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284 | (1) |
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Is Humor Itself Persuasive? |
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284 | (2) |
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Pride and Patriotism: Turning Red, White, and Blue into Green |
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286 | (1) |
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For Mature Audiences: Sex Appeals |
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287 | (2) |
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289 | (1) |
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Warmth Appeals: Straight from the Heart |
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289 | (2) |
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Ingratiation: ``That's a Lovely Dress You're Wearing, Mrs. Cleaver'' |
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291 | (1) |
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Mixed Emotions: Other Appeals and Combinations of Appeals |
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292 | (1) |
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293 | (6) |
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299 | (25) |
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Visual Persuasion: Too Often Overlooked |
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299 | (1) |
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300 | (3) |
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Iconicity: Bearing a Resemblance |
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300 | (1) |
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Indexicality: Seeing Is Believing |
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301 | (1) |
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Syntactic Indeterminacy: Don't Look for Logic in Images |
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302 | (1) |
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Architecture as a Form of Influence: Building Blocks of Persuasion |
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303 | (1) |
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Art as Persuasion: Mona Lisa Made Me Do It |
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304 | (5) |
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The Paintbrush Is Mightier Than the Sword |
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304 | (2) |
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Activist Art: I Must Protest |
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306 | (2) |
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Elephant Dung as Persuasion? |
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308 | (1) |
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Cinema as Persuasion: A Reel Source of Influence |
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309 | (3) |
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Acting Out: How Movies Persuade |
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309 | (3) |
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Images in Advertising: And Now a Word from Our Sponsors |
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312 | (5) |
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Visual Extravaganzas: Now You've Got My Attention! |
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313 | (1) |
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Anti-Ads: You Can't Fool Me |
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314 | (1) |
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Image-Oriented Advertising: Materialism as Happiness |
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315 | (1) |
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Shock Ads: Edgy Images as Persuasion |
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316 | (1) |
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Photojournalism as Persuasion: The Camera Can Lie |
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317 | (4) |
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Playing Tricks with the Camera: Photographic Manipulation and Deception |
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318 | (3) |
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321 | (3) |
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Esoteric Forms of Persuasion |
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324 | (24) |
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Subliminal Persuasion: Hidden Messages or Hokum? |
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324 | (6) |
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What Makes a Message Subliminal? |
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324 | (1) |
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The Early Years: An Urban Myth Is Born |
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325 | (1) |
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The Middle Years: Looking Harder, Finding Little |
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325 | (1) |
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Recent Subliminal Research: Eureka! They Found It |
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326 | (1) |
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Not So Fast: Limitations of Subliminal Priming |
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327 | (1) |
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So Why Do People Believe? |
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328 | (1) |
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What Advertisers Really Do |
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329 | (1) |
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Music as a Form of Persuasion |
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330 | (6) |
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Music as a Central and Peripheral Cue |
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330 | (1) |
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Music in Advertising and Sales |
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331 | (3) |
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Music Videos and Persuasion: Is Hip-Hop Harmful? |
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334 | (1) |
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Cautions about Using Music to Persuade: Don't Try This at Home |
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335 | (1) |
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336 | (6) |
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Perfume: Romance in a Bottle |
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336 | (1) |
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337 | (2) |
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Ambient Aromas and Social Influence: Something Special in the Air |
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339 | (2) |
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Caveats and Qualifications |
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341 | (1) |
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What Will the Future Smell Like? |
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342 | (1) |
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342 | (6) |
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348 | (22) |
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Is Persuasion in General Unethical? |
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348 | (1) |
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The Motives Color the Means |
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349 | (2) |
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Ethics, Culture, and the Issue of Central versus Peripheral Processing |
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351 | (1) |
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Ethical Questions That Can't Be Answered through the Study of Persuasion |
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351 | (1) |
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Our Approach: Characteristics of Ethical Influence |
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352 | (6) |
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Ethics and Our Model of Persuasion |
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354 | (3) |
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357 | (1) |
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Bunglers, Smugglers, and Sleuths |
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358 | (1) |
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Ethical Issues Arising from Previous Chapters |
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358 | (9) |
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359 | (1) |
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Ethics and Communicator Characteristics |
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359 | (2) |
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361 | (1) |
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Ethics of Using Threats as a Compliance-Gaining Strategy |
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361 | (1) |
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362 | (3) |
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Ethics and Emotional Appeals |
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365 | (1) |
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365 | (1) |
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Ethics and Visual Persuasion |
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366 | (1) |
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Ethics and Subliminal Persuasion |
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367 | (1) |
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367 | (3) |
| Author Index |
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370 | (9) |
| Subject Index |
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379 | |
Other versions by this Author