GE2248 Understanding Persuasion in Everyday Life Lecture 2 PDF

1 GE2248 Understanding Persuasion in Everyday Life Lecture 2 Audience Analysis Online Romance Scams: Any Insights? 2 Online Romance Scams: Any Insights? Hong Kong police arrest 58 over online fraud totaling HK$51 million in losses, with HK$10 million love scam among c...

1 GE2248 Understanding Persuasion in Everyday Life Lecture 2 Audience Analysis Online Romance Scams: Any Insights? 2 Online Romance Scams: Any Insights? Hong Kong police arrest 58 over online fraud totaling HK$51 million in losses, with HK$10 million love scam among cases Published: SCMP 3 May, 2022 Bogus online job adverts used to cheat 200 Hongkongers out of HK$40 million over 2 weeks Published: SCMP 20 Apr, 2023 Scammers steal HK$100 million from Hong Kong residents in single week with fake investment platforms, police reveal Published: SCMP, 2 Nov, 2023 Elderly Hong Kong women cheated out of more than HK$14 million in separate phone scams Published: SCMP Oct, 2022 Email scammers cheat Germany-based tech company’s Hong Kong branch out of HK$11.36 million Published: SCMP, 26 Apr, 2022 3 Online Romance Scam: Any Insights? https://www.youtube.com/watch?v=bzWprvJyzZs https://www.youtube.com/watch?v=LOPz4_ryviE&t=55s https://www.youtube.com/watch?v=QMt3EdPC7-Q https://www.youtube.com/watch?v=NZzvLVvb47g 4 How does the scam work? https://www.youtube.com/watch?v=rwiF0wtG2ec&t=37s 5 How does the scam work? What are the “key elements” in the persuasion done by the scammers? ▫ Scammers know people and understand people   they know what people want and what they worry   they know how to win trust from people   they also appeal to people’s emotion  Scams “success” involves a series of well-planned strategies, with well- preparation and well-organized support behind the scenes 6  7 Important Points to Remember before Persuading Others Knowing People Persuasion is all about People It is necessary to know people before you could persuade them ▫ Over the years, there are proven laws in persuasion and psychology that help persuaders to maximize influence 1. Law of Connectivity The more we feel connected to, part of, liked by, or attracted to someone, the more persuasive they become Similarity Attraction (highlight/create People Skills (please people, being commonality, e.g. (Name calling, humor, kind, better looking, personality traits, smile, respect, etc.) etc.) background, lifestyle, appearance, etc.) 8 Persuasion is all about People 2. Law of Involvement The more you involve a person mentally and physically, the more effective and persuasive you will be Increase Participation Ask for Advice (Get your product into Invite (What is your opinion? their hands to gain Questions/Objection How could I do this? hands-on experience s Do you think I am and feeling of (Get people involved doing it right? How ownership. E.g., Test in your next message. would you do this? drive before buying a Key: Anticipate all Make their problems car, involve the questions/objections become your potential buyers in before you hear them ) problems. ) product demonstration, etc. ) 9 Persuasion is all about People 3. Law of Social Validation People use others’ behavior as a way of validating their own action. The more other people agree on an idea and behavior, the more correct the idea and behavior. People tend to act in ways that are consistent with group norms. Make things open and visible (e.g. Employ Identify the people Separate the target “professional audience around your target from the crowded members” to clap and (e.g. Facebook opponents stand; place money in marketing, referral (Minimize the effect a transparent donation program, etc.) Social Validation.) box; Arrange queues in an entrance ) 10 Persuasion is all about People 4. Law of Expectations When we know someone expects something from us, we will try to satisfy him or her in order to gain respect and likability Expect with Confidence Social Labeling (e.g. Self-fulfilling prophecy  “You (e.g. When someone is labeled as a know your math really well  you charitarian, he tends not to stop should be good at math  reinforce himself from doing good things; A the student to work well in math person who is labelled as a continuously) innovator, he/she is more willing to take risk.) 11 Persuasion is all about People 5. Law of Esteem People like to be valued and respected. People will act and behave in a certain way in order to validate compliments. Give Sincere Praise (Praise boosts one’s self-esteem. Make Others feel Important Often it is more effective to praise a (Show your care and give personal specific act rather than a person as touch, e.g. shake hands and look a whole, e.g. You’ve always into the eyes of the individuals, impressed me with your ability to making them feel how important ….”, You’re the kind of person who their support is) …”) 12 Persuasion is a Strategy! Revisit the scam cases again… ▫ They were not accidents or coincidences. They happened with careful strategic planning. ▫ Scammers apply many techniques based on the Laws of Persuasion. 13  14 Important Points to Remember before Persuading Others Knowing your Audiences Knowing your Audiences The more you know about your audiences, the more you’ll be able to come up with persuasion tactics to fit their needs or counter their objections. ▫ What should you know about them?  Key stakeholders, attitudes, belief and value toward your topic and you, motivation and knowledge about your topic  Dreams and ambitions, failures, his strengths & weaknesses, etc. 15 People interact, learn and influence each other 16 Understanding your Audiences The Key Stakeholders around the Decision A master persuader takes all key stakeholders into consideration when planning an effective persuasion strategy Suppose you are the Admissions Tutor of BBA Marketing, what will you do to effectively convince the high school students to choose your program as their major? 17 Understanding your Audiences The Key Stakeholders around the Decision Most persuasion situations involve different people and you need to identify the key stakeholders Choosing a major field of study can be a difficult decision. Recall your experience when you were a high school student, who were involved in your decision making process? Decision makers - People who approve or reject your idea Influencers - People who participate in the decision-making process by providing advice and information to the key stakeholders and decision makers Gatekeepers - People who control information flow and the access to the key/right person and keep the unauthorized individuals from entering Law of Social Validation 18 Understanding your Audiences Attitudes toward the Persuader People have their own existing beliefs and attitudes, and own version of reality ▫ Each of us have a unique set of experiences which later define the way we see the universe A sales agent says that this proposed insurance plan is really good for you. What do you think? 19 Understanding your Audiences Attitudes toward the Persuader What is your existing attitude toward the insurance agent? ▫ Neutral, Positive or Negative? ▫ People tend to mentally alter the information to coincide with that existing beliefs or attitudes (Selective Distortion)  Many football fans tend to blame the umpire for bias when their favorite team loses a game, even though the game is fair.  Many fans often do not believe in the bad things that their idols have committed, even if it is true.  20 Understanding your Audiences Attitudes toward the Topic ▫ Changing people’s attitude is difficult because they tend to act in opposition to those who share different views as theirs  You are a fan of Apple and have purchased the latest iPhone recently. Your friends are disappointed about Apple’s latest products as they are, lack of innovations. They strongly recommend you to sell your new iPhone immediately and replace it with another branded smartphone.  Your mother dislikes your boyfriend because he has bad academic results. She believes that he is unlikely to get a good job and unable to provide good support to your living. She also wants you to leave him.  What are your likely reactions?  Saying “NO” to those people who are against you or your idea will put you in a more difficult position. 21 Understanding your Audiences It is about Selective Distortion What are the implications of selective distortion to persuasion? ▫ Selective distortion is a natural mechanism, when people try to protect themselves from information that is perceived as detrimental or harmful. ▫ Reinforcing existing beliefs: Selective distortion can reinforce an individual's preexisting beliefs by distorting or misinterpreting new information to fit their existing worldview. People tend to seek out and pay more attention to information that supports their existing beliefs while disregarding or minimizing contradictory information. ▫ Resistance to persuasion: When individuals engage in selective distortion, they may become resistant to changing their attitudes or beliefs. They are more likely to dismiss or discount persuasive messages that conflict with their established viewpoints. This can make it challenging to persuade someone who holds strong preexisting beliefs. 22 Understanding your Audiences It is about Selective Distortion How do we mitigate the implications of selective distortion? ▫ It is important to foster critical thinking skills, encourage exposure to diverse perspectives, and promote open-mindedness. ▫ Seeking out balanced information can help counteract the effects of selective distortion and promote more informed decision-making and constructive dialogue. 23 Understanding your Audiences Attitude and Behavior People will naturally act in a manner that is consistent with their cognitions (beliefs, attitudes and values)  Law of Dissonances Parents teach their children that I agree that smoking is not good, so I won’t smoking is bad. Children generally smoke  Attitude is formed agree that smoking is not good. 24  Understanding your Audiences Attitude and Behavior Later….. Attitudes(new) conflict with pre-existing attitudes, beliefs or values, people are uncomfortable  Mental fight Existing Attitude: I agree that smoking is not good. BUT, I really want to try. 25 Understanding your Audiences Attitude and Behavior After the mental fight… No change consistent Say yes to smoking But struggle for the smoking behavior 26 Understanding your Audiences Attitude and Behavior Finally, people will naturally be inclined to adjust their behaviors or attitudes to regain mental and emotional consistency One cigarette can't really hurt anybody Many of my friends smoke and they are healthy A trial only It is all about curiosity Not a big deal Take it easy Rationalize the smoking behavior 27 Understanding your Audiences Attitude and Behavior Pre- existing Consistent attitude behavior New attitude New behaviour 28 Understanding your Audiences Attitude and Behavior Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors. This produces a feeling of mental discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance  the key in a successful persuasion What should you do if you want a smoker quit smoking? 29 Understanding your Audiences Attitude and Behavior Pre- existing Consistent attitude behavior Arouse the receiver’s cognitive dissonance through PERSUASIONS New attitude New behaviour 30 Understanding your Audiences Attitude and Behavior  In reality, the harmful effects of smoking are well proved but this “attitude” still lose frequently in the mental fight. Why? 31 Understanding your Audiences Attitude and Behavior  Even if they agree with your points, not many of them really quit smoking in the end. Why? I am under a lot of stress and smoking relaxes me Smoking makes me more effective in my work I have already cut down to a safe level It is too hard to quit Yes smoking is bad, so what I am already 70. Quit smoking won’t really benefit me much 32 Understanding your Audiences Attitudes toward the Topic and Persuader Pre- existing Consistent attitude behavior Same behaviour Motivation New attitude Difficulty Caution: Attitude can influence New behaviour behavior, but not necessarily determine behavior 33 Understanding your Audiences Motivation to the Topic Is the topic/issue important to the audiences? Is it a high/low involvement decision? Are they motivated to know more about the topic/issue? ▫ If audiences are highly motivated, then they will be more engaged in processing and evaluating the information being presented. ▫ People think carefully about the message, its validity, credibility and the content of its argument 34 Understanding your Audiences Knowledge about the Topic How much do the audiences know about the topic? What does the audience already know about your topic? Are they capable to understand the topic? ▫ If audiences are very knowledgeable about the topic, the persuaders need to be more careful in developing their arguments and be prepared for audiences’ challenges 35 Understanding your Audiences Motivation + Ability Important Implications: People have different ways to go through the persuasion process - Central route to persuasion - Peripheral route to persuasion - To be continued in Lecture 3 36