In Chapter 5 of The Social Animal, Aronson discusses three key factors that can increase the effectiveness of a communication or persuasive attempt: (1) the source of the communication (who says it); (2) the nature of the communication (how he or she says it); and (3) the characteristics and mindset of the audience (to whom he or she says it). What are the key variables associated with each of these key factors, and how might you use this information to become more effective in your attempts to persuade others?
Suppose you lead a television production company, and your organization has been given the delicate job of creating a series of public service programs designed to reduce teenage suicide. Knowing that research suggests that previous programming may have inadvertently increased teen suicide via the principle of social proof, what would you do to use the same principle to make it likely that your shows would reduce the problem among those who watched? Who would you interview on-camera? Would any of them be troubled teenagers? What questions would you ask them?
Suppose you have been given a project to develop an educational program to persuade high school students to refrain from drinking and driving. Assume that, from the outset, these students tend to believe that drinking and driving is nothing to worry about and that they have been (or will soon be) exposed to peer pressure to do so. What kind of program would you design? What factors involving the audience, the source of communication, and the message itself would you need to consider in order to enhance the effectiveness of your program? Can you think of any ways to get around the potential problem of students simply “turning off ” to your direct efforts to persuade them? Be imaginative! Be sure to use the learning materials offered up thus far in the course and cite relevant studies that support the design of your campaign proposal.
Let’s break down Aronson’s persuasion factors and apply them to the challenging task of reducing teen suicide and drunk driving.
Aronson’s Persuasion Triad:
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The Source (Who Says It): Credibility and attractiveness are key.
- Credibility: Expertise and trustworthiness matter. People are more persuaded by those they perceive as knowledgeable and unbiased.
- Attractiveness: This can be physical attractiveness, likability, or similarity to the audience. We tend to listen more to people we find appealing or relatable.
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The Communication (How They Say It): Logic and emotion are at play.
- Reason vs. Emotion: The balance depends on the audience and the issue. Emotional appeals can be powerful, but too much can backfire. Logical arguments are more effective when the audience is analytical.
- Fear Appeals: These can be effective if they are moderate and include specific instructions on how to avoid the danger. High-fear appeals can lead to denial.
Let’s break down Aronson’s persuasion factors and apply them to the challenging task of reducing teen suicide and drunk driving.
Aronson’s Persuasion Triad:
-
The Source (Who Says It): Credibility and attractiveness are key.
- Credibility: Expertise and trustworthiness matter. People are more persuaded by those they perceive as knowledgeable and unbiased.
- Attractiveness: This can be physical attractiveness, likability, or similarity to the audience. We tend to listen more to people we find appealing or relatable.
-
The Communication (How They Say It): Logic and emotion are at play.
- Reason vs. Emotion: The balance depends on the audience and the issue. Emotional appeals can be powerful, but too much can backfire. Logical arguments are more effective when the audience is analytical.
- Fear Appeals: These can be effective if they are moderate and include specific instructions on how to avoid the danger. High-fear appeals can lead to denial.
