1. Pre-suasion
Part 2

2. Language What are some ways that language affects persuasion?
Metaphor exercise
Why does language affect persuasion?
Why do I harp on you writing simply (in relation to this chapter)?

3. Making ads less complex, yet more creative and persuasive: the effects of conventional metaphors and irony in print advertising
Complex tropes vs. conventional tropes
Novel metaphors
Become conventional with use
Are more persuasive when moderately complex
Conventional Metaphors
Simplify abstract concepts into something more concrete
Can affect people’s evaluations of a politician, product, or idea
Metaphor vs. Irony
165 Participants (Mage = 33.71, SDage = 15.22, Rangeage = 17-70)
2 x 2 x 4 design
Participants each viewed four advertisements
Literal, conventional metaphor, irony, metaphor and irony
Burgers, C., Konijn, E. A., Steen, G. J., & Iepsma, M. A. R. (2015). Making ads less complex, yet more creative and persuasive: The effects of conventional metaphors and irony in print advertising. International Journal of Advertising: The Review of Marketing Communications, 34, 515–532. Retrieved from

4. Making ads less complex, yet more creative and persuasive: the effects of conventional metaphors and irony in print advertising
Results
Ads with conventional metaphors seen as less complex (F(1, 151) = 44.89, p < , ηp2 = 0.23) and more creative (F(1, 151) = 15.65, p < 0.001, ηp2 = 0.09)
Ads with conventional metaphors resulted in a better brand attitude (F(1, 151) = , p < 0.001, ηp2 = 0.12) and higher purchase intention (F(1, 151) = 9.32, p < 0.01, ηp2 = 0.06)
What about metaphors do you think makes them so persuasive? Is it just that they can help make abstract or complicated things less complex, or is it something more?
How do you think conventional metaphors affect persuasion outside sales and advertising?
Burgers, C., Konijn, E. A., Steen, G. J., & Iepsma, M. A. R. (2015). Making ads less complex, yet more creative and persuasive: The effects of conventional metaphors and irony in print advertising. International Journal of Advertising: The Review of Marketing Communications, 34, 515–532. Retrieved from

5. “Persuasive geographies”
What are some examples of this effect?
How can you make yourself happier and more effective?

6. Stereotype Susceptibility: Identity Salience and Shifts in Quantitative Performance
46 Asian-American Participants
Independent Variable
Female-identity-salient condition (n = 14)
Asian-identity salient condition (n = 16)
Control condition (n = 16)
Dependent Variable
Accuracy on math test
Shih, M., Pittinsky, T. L., & Ambady, N. (1999). Stereotype susceptibility: Identity salience and shifts in quantitative performance. Psychological science, 10, Retrieved from

7. Stereotype Susceptibility: Identity Salience and Shifts in Quantitative Performance
Results
54% correct (of attempted) in Asian-identity salient condition
49% correct (of attempted) in control condition
43% correct (of attempted) in female-identity-salient condition
Above pattern significant (t(43) = 1.86, p < .05, r = .27)
Significantly higher scores in the Asian-identity-salient condition than in the female-identity-salient condition (t(29) = 2.02, p < .05, r = .35)
Do you notice anything suspicious about this study that Cialdini didn’t metion?
Why is it important to consider stereotypes when trying to persuade people (other than avoiding offense)?
Shih, M., Pittinsky, T. L., & Ambady, N. (1999). Stereotype susceptibility: Identity salience and shifts in quantitative performance. Psychological science, 10, Retrieved from

8. The phenomenon Cialdini mentions from p
The phenomenon Cialdini mentions from p concerning women taking math exams is basically stereotype threat. Cialdini gives examples of how to help women test better in mathematics, but how else could you use pre-suasion techniques to get more women into STEM?

9. Associations How broad is the accessibility effect?
Why are if/then plans helpful?
How can you reduce the effects of automatic pre-suasion on itself?
How does cognitive load affect persuasion?

10. Cialdini compares advertisments to Pavlov’s dogs (p. 137)
Cialdini compares advertisments to Pavlov’s dogs (p. 137). Do you think this is an accurate comparison? Is it really that simple?