This document discusses receiver characteristics related to persuasion. It notes that females are slightly more persuadable than males. It then examines personality traits of self-esteem and self-monitoring. People with low self-esteem are less confident and more susceptible to persuasion, while high self-monitors are sensitive to social cues and will modify their attitudes based on the situation. Low self-monitors are less concerned with impressions and will express their personal values. The document presents an experiment that showed high self-monitors went along with the social expectations message while low self-monitors were influenced by values-based appeals. It concludes by defining power and outlining types of power including reward, coercion, expert and

1. UNIT 10 Receiver Characteristics

2. SEX DIFFERENCES Females are slightly more persuadable, but not by much

3. Personality Traits

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. 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. 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. 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. Persuasibility Differences

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!”

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

15. EXPERIMENT

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

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

18. TYPES OF POWER R.A.C.E.R.

19. REWARD

20. Assigned/ Legitimate

21. COERCION

22. EXPERT

23. REFERENT

24. LEVELS OF INFLUENCE (CII)

25. 1. Compliance 2. Identification 3. Internalization

26. X X X Referent X X X Expert X Coercion X Assigned X Reward Internalization Identification Compliance

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?