1. © 2001 Wadsworth, a division of Thomson Learning, Inc 1 Persuading and Influencing Others

2. © 2001 Wadsworth, a division of Thomson Learning, Inc 2 Giving Orders and Expecting Obedience Milgram’s Research

3. © 2001 Wadsworth, a division of Thomson Learning, Inc 3 Results of Milgram’s Study ShockLevel Victim Behavior% Giving Shock Slight (15 volts) 100 Moderate 100 Strong 100 Very Strong 100 Intense victim screams 88 Extreme intensity victim pounds on wall70 Danger: severe shock victim is silent68 xxx (450 volts) victim is silent65

4. © 2001 Wadsworth, a division of Thomson Learning, Inc 4 Problems With Giving Orders Blind Obedience Lack of Authority –Status of the authority figure –Proximity of the authority figure Psychological Reactance

5. © 2001 Wadsworth, a division of Thomson Learning, Inc 5 Trying to Get People to Conform Types of Conformity –Normative –Informational Factors Affecting Conformity –Task ambiguity –Group size –Group unanimity –The group members

6. © 2001 Wadsworth, a division of Thomson Learning, Inc 6 The Original Asch Study

7. © 2001 Wadsworth, a division of Thomson Learning, Inc 7 Minority Influence Status Confidence Idiosyncrasy credits

8. © 2001 Wadsworth, a division of Thomson Learning, Inc 8 Asking People and Getting Them to Comply with Your Request Foot-in-the-door Door-in-the-face Even-a-penny Suggest-an-attribution Imagine-the-effect Guilt

9. © 2001 Wadsworth, a division of Thomson Learning, Inc 9 Persuasion Characteristics of the Persuader Expertise Trustworthiness –Argue against own self-interest –Reputation Similarity Attractiveness

10. © 2001 Wadsworth, a division of Thomson Learning, Inc 10 Characteristics of Persuasive People Type of Message –Something factual –Values, opinions The persuader should be –an expert –trustworthy –confident –attractive –similar –charismatic –confident

11. © 2001 Wadsworth, a division of Thomson Learning, Inc 11 Persuasion Characteristics of the Person Being Persuaded Age Self-esteem Self-monitoring

12. © 2001 Wadsworth, a division of Thomson Learning, Inc 12 Persuasion Characteristics of the Message Message discrepancy One-sided versus two- sided arguments Threats