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
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
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
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
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
POWER The capacity to influence another person to do something s/he would not have done without being influenced.