N ATURE OF P ERSUASION  We are surrounded by persuasion  Obvious or intentional persuasion  Nonobvious or accidental influence  Persuasion is an “art” and a science  People can be stubborn, unpredictable  Even the most well-funded, well-designed persuasive campaigns may fail 1

P ERVASIVENESS OF P ERSUASION  Advertising spending is expected to increase slightly in 2014 to $167 billion per year. (Wall Street Journal, Aug 26, 2014))  Global advertising spending for 2014 is predicted to be $545 billion eMarketer (Jul 9, 2014).  The average person is exposed to persuasive messages per day from the media alone (Rosseli, Skelly, & Mackie, 1995)  The average person is exposed to advertising messages per day (Jones, 2004)  The average child watches 16, second commercials per year (Statistics Brain, Dec 7, 2013)  An average of $565 per person is spent on advertising in the U.S. each year, the most of any nation. 2 Image courtesy of

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TRADITIONAL FORMS OF PERSUASION 4  Billboards  Celebrity endorsers  Infomercials  Logos, insignia  Political attack ads  Protests, sit-ins, marches, demonstrations  Merchandising  Print ads  Product placement  Radio spots  Sponsorship  Telemarketing  TV commercials

S YMBOLIC ACTION : MARCHES, PROTESTS, SIT - INS, DEMONSTRATIONS Tea Party Rally Occupy L.A. 5 Social movements involve collective efforts to persuade

W ORD OF MOUTH (WOM) AND VIRAL MARKETING  Buzz marketing illustrates the ubiquitousness of persuasion  In addition to traditional media, persuasion relies on:  Viral marketing  Word of mouth marketing (WOM)  Social/new media marketing 6

S OCIAL M EDIA AND PE RSUASION  Social Media and Persuasion  “liking” a post on Facebook  following someone on Twitter  watching a viral video on YouTube  reading someone’s blog  listening to a Podcast 7

S OCIAL M EDIA AND P ERSUASION  More Forms of Social Media influence  Webtracking Canvas fingerprinting  Sentiment analysis (a.k.a. opinion mining) hate speech on Twitter  Big Data Hadoop (Apache) 8

T HE P OSITIVE S IDE OF P ERSUASION  Persuasion is not a dirty word  Persuasion is a powerful, positive social force  Persuasion is necessary, essential to human interaction  Persuasion is our friend  Essential to public health awareness campaigns  Crucial for charities, philanthropic organizations  Useful for motivating and inspiring people 9

P ERVASIVENESS OF P ERSUASION  Persuasion in the Sciences  Scientists are actively involved in persuasion Over theories and paradigms Over methodologies and research findings Over grants and funding  Persuasion in the Arts  Artists seek to shape public opinion in and through their work Picasso’s Guernica (1937) offers a moral indictment of war Movies can change attitudes, alter beliefs, increase awareness 10

P ERVASIVENESS OF P ERSUASION  Nonobvious Contexts for Persuasion  Bumper stickers  12 step programs  Intercessory prayer (3 rd party)  Plays and musicals  Panhandling 11 This homeless person is using humor/satire as a panhandling strategy (photo by John Seiter)

P ERVASIVENESS OF P ERSUASION  Weird Persuasion  Dish Texas and buzz marketing  William Shatner’s kidney on eBay  Acne lights to deter teen loitering  Barry Manilow music to deter loitering 12

P ERVASIVENESS OF P ERSUASION  Persuasion in interpersonal contexts  Most influence attempts occur in the interpersonal arena  Persuasion is most effective in face-to-face contexts Less obvious or overt Harder to say “No” in person Easier to analyze, adapt to one’s audience 13