Communicator Characteristics

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Communicator Characteristics knowing the right buttons to push

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Communicator Characteristics. k nowing the right buttons to push. Age, Gender, Culture, Ethnicity. Demographics. Age: Children. Children are easy marks. - PowerPoint PPT Presentation

Transcript of Communicator Characteristics

Page 1: Communicator Characteristics

Communicator Characteristicsknowing the right buttons to push

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Demographics

Age, Gender, Culture, Ethnicity

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Age: ChildrenChildren are easy marks.

“young children — younger than 8 years — are cognitively and psychologically defenseless against advertising. They do not understand the notion of intent to sell and frequently accept advertising claims at face value” (American Academy of Pediatrics, cited by Strasberger, 2006)

Persuaders target children.

The average child in the U.S. sees 40,000 commercials per year.

Junk food and obesity Alcohol and tobacco

advertising Sexual messages on TV Internet predators

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Age: ElderlyAge alone does not make people more gullible.

Politeness reduces some seniors’ willingness to hang up or say no.

Cognitive impairments make some seniors more vulnerable.

Loneliness, isolation may make some seniors more vulnerable.

Common scams targeting seniors

Telemarketing scams

Lottery and sweepstakes scams

Fraudulent prizes Bank examiner

cons

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GenderGender stereotypes affect persuasion more than actual gender differences.Reinforcement Expectancy Theory

Female MDs are expected to be more communal, nurturing.

Male MDs are expected to be more assertive, leader-like.

Individual differences matter more than gender differences.

Women are as different from one another as from men.

Goals, plans, and resources affect persuasion more than gender. Cross-Sex Effect

Women are more easily persuaded by males, and vice versa.

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GenderGender differences in persuasion tend to be overlapping, rather than “either-or.”

For any given communication trait, such as assertiveness, the curves for females and males tend to be normal and overlapping.

MalesFemales

All these females would be

more assertive

Than all these males

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Ethnicity and CultureIndividualistic cultures value personal autonomy.

Direct, assertive persuasion strategies

Collectivistic cultures emphasize fitting in.

Indirect, cooperative persuasion strategies

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IntelligenceLess intelligent people are generally easier to persuade

But…Less intelligent people may have more difficulty comprehending the message.Intelligence is not synonymous with knowledge or education on a topic.

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States and TraitsSelf-Esteem, Anxiety, Self-Monitoring, Ego-

Involvement, Dogmatism & Authoritarianism, Cognitive Complexity & Need for Cognition,

Argumentativeness and Verbal Aggressiveness

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Self-EsteemThe Trade-off between low and high esteem

Low esteem: more likely to yield, but less likely to follow through.

High esteem: less likely to yield, but more likely to follow through.

People with moderate esteem may be the most persuadable.

Images courtesy of www.aperfectworld.orghttp://aperfectworld.org/emotions.htm

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Anxietyhigh anxiety may increase perceived vulnerability,

but…high anxiety may also trigger avoidance or panic.

Image courtesy of www.aperfectworld.orghttp://aperfectworld.org/emotions.htm

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Self-MonitoringHigh self-monitors are:

More adaptable, sensitive to social cues

More responsive to image-oriented ads

Low self-monitors are:

More independent, less conforming

More responsive to product features and functions

Image courtesy of www.aperfectworld.orghttp://aperfectworld.org/emotions.htm

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Ego-InvolvementEgo involved people tend to have:

Smaller latitudes of acceptance

Wider latitudes of rejection

More ego involved people tend to have narrower views.

Assimilation: a message is perceived as being closer to one’s own position.Contrast: a message is perceived as being farther from one’s own position.

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Social Judgment Theory

Naomi is mildly ego-involved on the issue of abortion.

Loretta is highly ego-involved on the issue of abortion.

small latitude of acceptance

large latitude of rejection

large latitude of acceptance

small latitude of rejection

Naomi’s attitude

Loretta’s attitude

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Issue-InvolvementAccording to the ELM, a person with high issue involvement:

will rely on central processing will be more responsive to good arguments

and evidence.A person with low issue involvement:

will favor peripheral processing. will look for mental shortcuts, heuristic

cues

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Dogmatism and Authoritarianism

Authoritarian personalities are close-minded and conservative.Dogmatism is a broader construct.

Dogmatic people may be conservative or liberal.

Dogmatic people engage in rigid, doctrinaire thinking.

Dogmatic people are more persuadable by authority figures.

“Dogmatism—not religious fundamentalism, terrorism, or fanaticism in general—is the greatest threat to social, political, and scientific progress” (Johnson, 2009)

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Dogmatism & Authoritarianism

“High” dogs: Prefer clear-cut rules

and order. Like status

hierarchies. Respect authority

figures View the world in

black or white.

“Low” dogs: Prefer fewer rules,

more flexibility. Place less emphasis

on status and hierarchy.

Are less obedient to authority.

View the world in shades of gray.

“Only if someone I respect

says so…”

Image courtesy of www.aperfectworld.orghttp://aperfectworld.org/emotions.htm

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Cognitive Complexity &Need for Cognition

Need for cognition is the desire to think about, reflect on things.Cognitive complexity involves the number of constructs people use when thinking.

Cognitively complex (as opposed to cognitively simple) people:

are better at perspective taking

are more likely to use central processing

can tolerate more inconsistency

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Aggressiveness &Argumentativeness

Verbal aggressiveness:

Is a destructive trait. Involves attacking

another’s self concept.

High aggressives: Engage in name

calling, put downs, threats.

Argumentativeness: Is a constructive

trait.High argumentatives:

Focus on the issue, not on personalities.

Edit their arguments before making them.

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Analyzing and Adapting

Audience adaptation is key to successful persuasionThe message must be tailored to the listener’s frame of references

Effective persuasion is: Audience-centered Market-driven Listener-oriented