A ‘Paisley’ Model of Persuasion

1. A ‘Paisley’ Model of Persuasion Key Idea: Extending Social Judgment Theory by adding the dimension of Involvement Developed by R. A. Reynolds (2007)

2. Attitude Neutral is a range rather than a single point. People are more aware of the boundaries of neutral than they are aware of a single neutral point. - +

3. Involvement + - There are at least three different types of involvement. For this model, we focus more on “issue involvement” The mid-point of involvement is generally characterized by low levels of knowledge and low levels of cognitive processing. The polar opposite of being involved is NOT a lack of involvement. Instead, the polar opposite of involvement is a commitment to be detached and disengaged

4. Involvement + - + Attitude - Apathy is the ‘black hole’ of persuasion. An apathetic does not know how he or she feels and does not care. Apathy It is difficult to persuade an apathetic. An apathetic will generally ignore and refuse to process a persuasive message related to the issue.

5. Labels for Audience Types Involvement + - + Attitude - Opponents Team Members Neutrals Apathy Negatives Supporters Detractors Reserved Disengaged

6. Involvement + - + Attitude - Goal 1st Major mistake persuaders make: Novice persuaders over assume the audience is opposed to the advocated position. You rarely get to communicate directly with your detractors. We generally get to persuade neutrals, supporters, and team members.

7. Involvement + - + Attitude - Goal 2nd Major mistake persuaders make: Driving the audience into apathy One-shot attempts at complete conversion tend to drive the audience into apathy. Apathy One-shot complete conversions are so rare, we tend to write books about them. Often, such books associate the conversion with a Devine intervention

8. Involvement + - + Attitude - Goal 3rd Major mistake persuaders make: Driving the audience into reactance (Boomerang effect) A reactance effect is when the audience over values the denied alternative. Apathy Reactance effects are short-lived. The audience tends to regain the original attitude – which is why it is a BOOMERANG effect.

9. Involvement Goal + - Apathy + Attitude - Major idea: It takes at least 7 to 8 SUCCESSFUL persuasion episodes to convert an audience (and probably many more than just 7 or 8)

10. Involvement Goal • Major ideas: • Neutrals need to MAKE A DECISION • Team members need a lull before becoming a FELLOW ADVOCATE • 3. Not all audience members need to be fellow advocates + - Apathy + Attitude -

11. Involvement Goal + - Apathy + Attitude - Major idea: Detractors and the Disengaged can gradually shift in the advocated direction by gradual adjustments in perceptions and associations. Note that increases in involvement come after the shift to being Reserved

12. Low vs. Negative Involvement It is quite common to equate low involvement with a lack of cognition. Such low levels of cognition probably does characterize the apathetic. The negative involved, in contrast, tend to be aware of wanting to avoid talking about or thinking about the advocated position. Therefore, with the negative involved, advocates need to focus more on social and favorable perceptual shifts (e.g., Not wanting to be like the more extreme detractors).

13. Involvement Goal + - Apathy + Attitude - Major idea: Avoid thinking of the two ‘routes’ here as opposites. They probably work simultaneously – even within a single audience member