1. 1 Heuristic Processing Use superficial cues to assess the validity of message Heuristics: – Social Proof – Authority – Liking – Reciprocity – Commitment and Consistency – Scarcity

2. 2 Liking-based influence We tend to be more influenced by people we like Physical attractiveness Similarity Familiarity Ingratiation Cooperation Conditioning Liking Influence attempt X Beliefs consistent with persuasion attempt Liking for object Imitation

3. 3 Increasing tips Lynn, M. (1996). Seven ways to increase your servers’ tips. Cornell Hotel and Restaurant Administration Quarterly, 37, 24-29.

4. 4 Role of Non-Verbal Behavior Meta-analysis of effects of non-verbal behavior on compliance with requests BehaviorMean r – Formal clothes.16 – Gaze.23 – Touch.21 – Closeness.18 Why? Communicating power & intimacy Segrin, C. (1993). The effects of nonverbal behavior on outcomes of compliance gaining attempts. Communication Studies, 44(3-4), 169-187.

5. 5 Evaluations 1 564 23 Who is most -- Intelligent -- Friendly --Honest --Successful

6. 6 Physical attractiveness Cognition: "halo effects“ Attractive people are Viewed as more intelligent, talented, honest, kind, etc. Can be self-fulfilling prophesies, but, find effects even when targets rate newborns Evaluation: More attractive people are better liked Behaviors: preferential treatment More likely to be hired, at better salary More likely to be elected More likely to receive help when requested More likely to get better tort settlements More likely to get lenient sentences in court

7. 7 Similarity Cognition: Perceive people as similar if they are like us in any number of ways : Ascribed characteristics: e.g., age, gender, racial/ethnic background Attained characteristics: e.g., social status, educational level Opinions, attitudes: e.g., liberal vs. conservative Hobbies, interests: e.g., sports, music, movies Dress Verbal & nonverbal style Evaluation: People who are more similar to us are better liked Behaviors: More likely to help similar others More likely to be convinced by similar others' arguments

8. 8 Physical similarity S sees candidates morphed with themselves or stranger S likes physically similar candidate most Effect strongest for unfamiliar candidates

9. 9 Behavioral similarity The immersive virtual environment system used in this study (top), a participant’s view of the virtual room (middle), and a close-up view of the three-dimensional models of female and male embodied agents (bottom). Subject listens to an avatar delivering a persuasive message Avatar was prerecorded or mimicked S’s head movements with 4-sec delayS’s head movements with 4-sec delay Ss judged mimicking avatar – More effective, more persuasive & more positive

10. 10 Reciprocity Repay, in kind, what another person has provided us Universal – All human societies have this rule (Gouldner, 1960) – “an honored network of obligation” (Leakey & Lewin, 1978); “web of indebtedness” (Tiger & Fox, 1971); inclusive fitness – Enables division of labor – Creates interdependence and societal bonds Application: Best way to increase response to mail survey is give potential respondent money before the complete the survey – “as a token of appreciation” – $5 now for everyone is much more effective than a promise to pay $100 for completing the survey

11. 11 Reciprocity People feel obligated to return gifts given to them – Charity appeals: Calendars, greeting card, return address stamps, pencils, & cash used to increase contributions – Survey research: Small cash gift increases response rates. Effects much larger than promise of larger incentive for completion

12. 12 Reciprocity in the hotel Resulted in a $5 tip

13. 13 Communicate Similarity/Conformity Competence Attraction Sociability Flattery Effects dependent upon Status relationship Suspicion Relevance Ingratiation as strategic self-presentation

14. 14 Opinion Conformity

15. 15 Considerateness rule: We expect others to honor and even collaborate in maintaining our line Fundamental attribution error: As audience, we tend to over attribute a person's behavior to their stable properties Discounting rules Discount self-promoting behavior Discount controllable behavior But we under discount Audiences typically accept the performance

16. 16 Flattery (Other enhancement) We believe praise & like the praise regardless of whether the praise is true We like & are more persuaded by those who praise us Obviousness of ulterior motive (transparency) reduces effects of praise, but doesn’t eliminate it Fundamental attribution error

17. 17 Ingratiation: What actually works (meta-analysis)? Gordon, R. A. (1996). Impact of ingratiation on judgments and evaluations: A meta-analytic investigation. Journal of Personality and Social Psychology, 71(1), 54.

18. 18 Ingratiation Strategies Work Better When: Downward > upward Verbal content > non-verbal Modesty & apology > self-promotion Subtle > transparent By high status ingratiater > low status Influences the target > bystanders