Unit 10

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Unit 10

  1. 1. UNIT 10 Receiver Characteristics
  2. 2. SEX DIFFERENCES Females are slightly more persuadable, but not by much
  3. 3. Personality Traits
  4. 4. A. Self-Esteem 1. People with low self-esteem are less confident in themselves and therefore more susceptible 2. They are less likely to attend to persuasive messages, so they are less likely to be persuaded
  5. 5. B. Self-Monitoring The extent to which people monitor (observe, regulate, and control) their public self that they display in social situations and interpersonal relationships
  6. 6. High Self-Monitors 1. VERY sensitive to social cues as to what is appropriate and what is not appropriate in a given situation 2. Their attitudes serve as a social-adjustive function and help them behave in ways appropriate to social situations
  7. 7. Low Self-Monitors 1. Less concerned with impression management. They say what they feel, not what others expect them to say. 2. Their attitudes serve as a social-expressive function, which allows them to express their personal values and dispositions
  8. 8. Persuasibility Differences
  9. 9. High Monitors 1. Go along with what others are doing. 2. They look for cues appropriate for given situations 3. They should be told to do something because “Everyone else is doing it!”
  10. 11. Low Monitors 1. Influenced by appeals to values that they embody (not others) 2. They will look for values with which they associate themselves
  11. 15. EXPERIMENT
  12. 16. Self-Monitoring (DeBono, 1978) 1. Messages advocating keeping the mentally ill in institutions a. Condition one: 70% are in favor (social expectations) b. Condition two: it’s responsible and loving (values) 2. Results for high/low self-monitors
  13. 17. POWER The capacity to influence another person to do something s/he would not have done without being influenced.
  14. 18. TYPES OF POWER R.A.C.E.R.
  15. 19. REWARD
  16. 20. Assigned/ Legitimate
  17. 21. COERCION
  18. 22. EXPERT
  19. 23. REFERENT
  20. 24. LEVELS OF INFLUENCE (CII)
  21. 25. 1. Compliance 2. Identification 3. Internalization
  22. 26. X X X Referent X X X Expert X Coercion X Assigned X Reward Internalization Identification Compliance
  23. 27. ACTIVITY In the following advertisements, are they directed at low or high self-monitors and is their a power message? If there is a power message, what type of power is being exuded?

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