2001 Wadsworth a division of Thomson Learning Inc

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

© 2001 Wadsworth, a division of Thomson Learning, Inc Giving Orders and Expecting Obedience • Milgram’s Research 2

© 2001 Wadsworth, a division of Thomson Learning, Inc Results of Milgram’s Study Shock Level Slight (15 volts) Moderate Strong Very Strong Intense Extreme intensity Danger: severe shock xxx (450 volts) Victim Behavior % Giving Shock victim screams victim pounds on wall victim is silent 100 100 88 70 68 65 3

© 2001 Wadsworth, a division of Thomson Learning, Inc Problems With Giving Orders • Blind Obedience • Lack of Authority – Status of the authority figure – Proximity of the authority figure • Psychological Reactance 4

© 2001 Wadsworth, a division of Thomson Learning, Inc Trying to Get People to Conform • Types of Conformity – Normative – Informational • Factors Affecting Conformity – – Task ambiguity Group size Group unanimity The group members 5

© 2001 Wadsworth, a division of Thomson Learning, Inc The Original Asch Study 6

© 2001 Wadsworth, a division of Thomson Learning, Inc Minority Influence • Status • Confidence • Idiosyncrasy credits 7

© 2001 Wadsworth, a division of Thomson Learning, Inc 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 8

© 2001 Wadsworth, a division of Thomson Learning, Inc Persuasion Characteristics of the Persuader • Expertise • Trustworthiness – Argue against own self-interest – Reputation • Similarity • Attractiveness 9

© 2001 Wadsworth, a division of Thomson Learning, Inc Characteristics of Persuasive People • Type of Message • The persuader should be – Something factual – an expert – trustworthy – confident – Values, opinions – – attractive similar charismatic confident 10

© 2001 Wadsworth, a division of Thomson Learning, Inc Persuasion Characteristics of the Person Being Persuaded • Age • Self-esteem • Self-monitoring 11

© 2001 Wadsworth, a division of Thomson Learning, Inc Persuasion Characteristics of the Message • Message discrepancy • One-sided versus twosided arguments • Threats 12