Persuasion/Research Methods
Terms
undefined, object
copy deck
- Stages of a social movement
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Genesis
Social Unrest
Enthusiastic Mobilization
Maintainance
Termination - Campaign
- part of a movement, limited time frame and scope, has definite beginning and end
- Campaign stages
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Research
Adaptation
Implementation
Evaluation - Propaganda
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Saturation
Diffusion of other media outlets
Control media splay
Ideological bent
Conceals true ideology
Subjugates reasoning process -
Propaganda tactics
(examples) -
Card stacking
For/against, no middle ground
Bandwagon
Generalities
Testimonials
Plain folks
Intimidation - Propaganda checklist
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Vilify – caustic language
Objectify – blame others for your problems
Mythication – historical story proves point
Legitimation – actions were provoked, so response is justified - Agenda setting
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People hear what the media wants to talk about
Tuchman, Gans, Oline - Agenda setting methods
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ignoring
favoring the sponsor
pseudoevents
verbal and nonverbal bias - ways to organize a message
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topic
space
chronology
stock issues
motivated sequence
(p 289) - Motivated sequence
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attention
establish need
satisfy need
visualize
action - Rank's ways to create desire
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protect - keep a good
relieve - get rid of a bad
acquire - get a good
prevent - avoid a bad - Forms of proof
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statistics
narratives/anecdotes
testimony
visual evidence
comparison/contrast
analogy - building credibility
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trust
expertise
dynamism - wording a message
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variety of word choice
figures of speech
alliteration (consonants)
assonance (vowels)
vivid language
concise language
parallel structure
imagery
humor - persuasion tactics
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foot in the door
door in the face
yes-yes
asking not if, but which
question for a question
partial commitment
ask for more so they settle for less
planting
IOU - Nonverbal communication
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expressions
eye behavior
body language
gestures
proxemics
appearance
artifacts
vocal features
tactile communication
chronemics - three types of persuasive campaigns
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product
person/candidate
cause/ideological - Yale campaign development model
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identification
legitimacy
participation
penetration
distribution - hierarchy of effects
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lack of awareness
consumer awareness
consumer knowledge
liking
preferring
conviction
ultimate purchase - positioning model
- consumers can only maintain top of mind awareness of a few brands in a category
- ways to position
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be first
be best
be least expensive
be most expensive
tell what you're not
position by gender
position by age - communicative functions model
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political campaigns
lay groundwork surfacing/winnowing
narrow field/focus issues
nomination
election - political strategy types
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message sequence
timing and intensity
mobilization and persuasion
opportunity - social movements model
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organized groups
not institutionalized
attract large numbers
either promote or oppose change
innovative - complete change
revivalistic - return to past values
resistance - oppose change
moralistic
encounter opposition from those in power - agitation and control model
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agitators petition power sources
marketing of movement
solidification
movement leaders seek polarization of general population
nonviolent resistance
escalation
possible split - Gandhi v guerilla
revolution -
diffusion of innovation
four stages in adopting knowledge -
information/knowledge
persuasion
decision/adoption/trial
confirmation/evaluation - foot in the door
- get a partial commitment and build from there
- door in the face
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ask for a full commitment, then back off
aka rejection then retreat - yes-yes
- get a string of positive responses before making the actual request
- ask not if, but which
- give the prospect a limited number of choices and ask which they prefer
- question for a question
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respond to a question with a question
turns the tables, puts the ball in the prospects court - partial commitment
- trials, coupons
- ask for more so they settle for less
- start with a high price then offer a discount (gas prices, after 2.20, 1.96 seems great)
- planting
- appealing to the senses
- IOU
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aka reciprocity
get the prospect to feel they owe you - media innovations
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spoken word
written word
printed word
electronic word
interactive electronic word - effects of agenda setting on media
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media manipulates news to attract audience
news takes on a show business aspect - Image restoration
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Ware and Linkugel
Deny
Bolster
Differentiate
Transcend
Benoit
Accounts
Excuses
Apologies
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Victim
Mortification - Impact of internet on persuasion
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changes in information power structure - redistribution of control of information
information on demand
direct to consumer markets without geographic boundaries
increased access and convenience
immediate transfer of information and financial resources
link between real world and virtual world
global library for products and services
opportunity for malice - Spearman Rho correlation
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Test of association
predicts based on past
formula relies on rank
as n increases --> needed correlation decreases
ties in rank decrease effectiveness
requires ordinal level or better - Pearson product correlation
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test of association
correlation between variables - regressions
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test of association
predictive variables - Chi square
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test of difference
measures frequency only
nonparametric - doesn't follow a curve or linear dispersion - ANOVA/MANOVA
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test of difference
Analysis of variants/Multiple analysis of variants - T-test
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test of difference
at least two variables
at least the ordinal level