Qualities of Person susceptible to persuaders

1. Qualities of Person susceptible to persuaders Presented by: • Kornnikar Taechapoonpol 494 53013 28 • Sarah Ball 494 53174 28 • Denise Watanaprasit 494 53231 28 • Thanyathon Chotchaisathit 494 53277 28 • Narisa Pokunchanan 494 53305 28 • Nitsajit Dejnaronk 494 53328 28 • Parinyaporn Srangsomwong 494 53357 28 • Panrawee Eimeamkamol 494 53386 28 • Puntharik Taychachaiwong 494 53392 28 • Malinee Kulrakumpusiri 494 53575 28 • Supakarn Thepsoonthorn 494 53793 28 • Sarunya Aroonsirichoke 494 53678 28

2. The Myth of Vulnerable Others Three characteristics 1. Self Esteem 2. Intelligence 3. Gender

3. The Myth of Vulnerable Others 1. Low self esteem people are too preoccupied2. High self esteem people are not easily swayed3. Moderate self esteem seems most easily persuaded Self Esteem

4. The Myth of Vulnerable Others Low intelligence seems more easily persuaded BUT....There are many forms of intelligence Intelligence

5. The Myth of Vulnerable Others 1. Past stereotypes2. Women are more concerned with harmony3. Women are persuaded if the majority has a different opinion**BUT...  the overall results show little difference to say there is a gender that is more easily persuaded** Gender

6. Personality influences persuasibility Need for Cognition Self-Monitoring Dogmatism Three personality characteristics

7. NFC Test • 1. Do you think you handle obstacles well? • A. Obstacles are challenging. If I can handle it, it means I am smart. • B. I'm not sure whether I will be able to handle it or not. • 2. Do you think problems can find its way out by itself? • A. We have to work it out. It’s not all about luck. • B. Everything has its own way out. • 3. Do you have a certain goal in your life? • A. A goal in life can be used to measure success. • B. I just do my best each day without worrying about tomorrow. • 4. Are you a dream chaser? • A Dream far and try to achieve it. • B Dreams are too far from reality. • 5. Do you usually have headaches? • A. Oh, I always get headaches. • B. I would have headaches when I have a cold.

8. Result for NFC • Answer A for 4-5: • You have high need for cognition. You love thinking! You usually recall more messages arguments, generate relevant thoughts, and seek for more information. You are persuaded by the quality of messages. • Answer A for 3: • You have average need for cognition. Sometimes you love thinking and sometimes you believe thinking is a waste of time and not fun at all. • Answer A less than 3: • You have low need for cognition. You will only think as hard as you have to. When you listen to persuasive messages, you will judge them by the source of credibility, speaker’s attractiveness, and celebrities’ endorsement.

9. Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates) Need for Cognition (NFC) is a stable individual difference in people’s tendency to engage in and enjoy effortful cognitive activity. Not the same as “intelligence”, but related >> You have to be somewhat intelligent to enjoy contemplating issues. Need for Cognition is a motive, not an ability. Definition High Need for Cognition High Need for Cognition Low Need for Cognition Low Need for Cognition Key for Persuaders Key for Persuaders

10. Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates) People high in need for cognition enjoy thinking abstractly. They are influenced by quality of message arguments (strong arguments). Definition Definition High Need for Cognition High Need for Cognition High Need for Cognition Low Need for Cognition Low Need for Cognition Key for Persuaders Key for Persuaders

11. Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates) People low in need for cognition only think as hard as they have to. They are more influenced by simple cues such as source credibility, communicator attractiveness, and celebrity endorsement. Use simple and clear appeals (the simpler, the better) Definition Definition High Need for Cognition High Need for Cognition Low Need for Cognition Low Need for Cognition Low Need for Cognition Key for Persuaders Key for Persuaders

12. Need for Cognition(Cohen, Stotland, Wolfe, and Cacioppo and his associates) To accept individuals for what and who they are To match messages to individuals’ personality styles Definition Definition High Need for Cognition High Need for Cognition Low Need for Cognition Low Need for Cognition Key for Persuaders Key for Persuaders Key for Persuaders

13. The Self-Monitoring Scale 1. I find it hard to imitate the behavior of other people. 2. My behavior is usually an expression of my true inner feelings, attitudes, and beliefs. 3. At parties and social gatherings, I do not attempt to do or say things that others will like. 4. I can only argue for ideas which I already believe. 5. I can make impromptu speeches even on topics about which I have almost no information. 6. I guess I put on a show to impress or entertain people. 7. When I am uncertain how to act in a social situation, I look to the behavior of others for cues. 8. I would probably make a good actor. 9. I laugh more when I watch a comedy with others than when alone. 10. In a group of people I am rarely the center of attention.

14. Result for Self-Monitoring High self-monitors’ answers 1. F 2. F 3. F 4. F 5. T 6. T 7. T 8. T 9. T 10. F

15. Self-Monitoring The display of behavior in social situations Definition High Self-Monitors High Self-Monitors Low Self-Monitors Low Self-Monitors Key for Persuaders Key for Persuaders

16. Self-Monitoring High self-monitors adjust their behavior to fit the situation. They exhibit lessattitude-behaviorconsistency. If a situation requires that they put attitudes aside for a moment, they happily do so. Attitude function: social-adjustivefunction They are influenced by prestigious, attractive, and popular sources of the message. Definition Definition High Self-Monitors High Self-Monitors High Self-Monitors Low Self-Monitors Low Self-Monitors Key for Persuaders Key for Persuaders

17. Self-Monitoring Low self-monitors consult their inner feelings and attitudes. They exhibit more attitude-behavior consistency. If a situation requires that they put their attitudes aside for a moment, low self-monitors strongly disagree. Attitude function: value-expressive function They are influenced by message that comes from an expert. Definition Definition High Self-Monitors High Self-Monitors Low Self-Monitors Low Self-Monitors Low Self-Monitors Key for Persuaders Key for Persuaders

18. Self-Monitoring Use appeals that match the individuals’ personality style Use appeals that mesh with the appropriate attitude function Definition Definition High Self-Monitors High Self-Monitors Low Self-Monitors Low Self-Monitors Key for Persuaders Key for Persuaders Key for Persuaders

19. Dogmatism People’s tendency to close off or open their minds to new ideas and to accept the opinions. Definition High in Dogmatism High in Dogmatism Low in Dogmatism Low in Dogmatism Key for Persuaders Key for Persuaders

20. Dogmatism High-dogmatic individuals close off their minds to new ideas and accept only the opinions of conventional, established authorities. They tend to be defensive and insecure. They find it difficult to come up with evidence that contradicts their beliefs. They are influenced by the expertise of the communicator. Definition Definition High in Dogmatism High in Dogmatism High in Dogmatism Low in Dogmatism Low in Dogmatism Key for Persuaders Key for Persuaders

21. Dogmatism Low-dogmatic individuals are open-minded, receptive to new ideas, and willing to consider good arguments on behalf of a position. They are motivated by a need to know, and are willing to acknowledge shortcomings in their arguments. They are influenced by strong arguments. They are more open to persuasion. Definition Definition High In Dogmatism High In Dogmatism Low In Dogmatism Low In Dogmatism Key for Persuaders Key for Persuaders

22. Dogmatism Understand individuals’ characteristics and use the appropriate approach Definition Definition High Self-Monitors High Self-Monitors Low Self-Monitors Low Self-Monitors Key for Persuaders Key for Persuaders Key for Persuaders

23. Others personality factors • The need to evaluate- people tendency to evaluate social experience good/bad • The need for affect-a need to tune in to or tune out emotional events • The need for closure • a preference for getting a definitive answer on an issue and a discomfort with ambiguity

24. Others personality factors • Personality, psychology and attitude change • Personality factor  Psychological need Persuasive Appeal  Attitude Change Need for Cognition Thinking and intellectual Cogent arguments for Contemplation high NFCs; simpler appeal or low NFCs Self-Monitoring Fitting into situation/ Social adjective, “image” Expressing value appeals for highs; value- oriented appeals for lows Dogmatism Preserving conventional Source expertise/authority for beliefs highs; argument quality for lows