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10 July 2008, 21:02
Eight ways to get exactly what you want part 6, 7;
6 Style over substance
IT WAS midnight when the knock came at the door. It was "Paul", a "neighbour", who'd "just moved in". He spoke non-stop, without pause or hesitation, detailing a problem with a truck that had run out of gas and his need for $20, which he would, of course, return first thing in the morning. Later, Kurt often looked back and wondered just how it was he got taken in so easily.
"Paul" was a master of his craft: Kurt later learned that four other people on the street had also been taken in by the con.
Maybe we shouldn't be so surprised when things like this happen. Persuasion, it turns out, may have as much to do with how you say something as what you're saying. And the less time you're allowed to think about the content, the more the style of delivery matters. At least, those are the findings of two marketing professors who decided to tease style and substance apart.
John Sparks at the University of Dayton in Ohio and Charles Areni at the University of Sydney, Australia, knew from earlier work on courtroom transcripts that people equated certain kinds of speech with lack of credibility. In particular, hesitant phrases such as "I mean", "you know" and "isn't it?" reduced a speaker's power. But no one had looked at the exact relationship between style and content.
The researchers asked 118 undergraduates to read a transcript of a testimonial about a scanner. In one version, the speaker used hesitations like "I mean" and "ummm"; in the other, he used none. They also gave half the students enough time to read it thoroughly, while the others got just 20 seconds, to see how limiting a person's understanding of the substance would alter the persuasiveness of the style.
The researchers found that in both versions style was important. When hesitant language was used, people were less easily convinced that this was a scanner worth buying - even when it was a better scanner at a lower price. Style was especially important, the researchers found, when time was limited (Journal of Applied Social Psychology, vol 38, p 37). "If you can't pay attention to what the speaker is saying," Sparks says, "you pay attention to how they say it."
So take a lesson from Paul, the conman. If you want to be persuasive, don't stumble, pause or use language that shows hesitation. And for goodness sake, don't give your listeners time to think about what you're really saying.
7 Get them angry
ANGERING people may seem like an odd way to go about persuading them, but according to Monique Mitchell Turner, a communications professor at the University of Maryland, College Park, it is seriously underrated as a tool of persuasion.
Much study has gone into how emotions aid persuasion. The best known and most studied is fear. It serves well in campaigns that try to steer you clear of certain activities, like smoking or unprotected sex.
But fear doesn't always work, says Turner, and over time, people become more resistant to scare tactics. The same applies to guilt. It can be effective (think of maternal guilt), but not once people clue into the fact they're being manipulated. Worse, it has to be carefully calibrated: too much and people resist. "We don't want people telling us we're bad people," says Turner.
Anger is different. For one thing, it's focused on someone else's misdeeds, not your own. Also, it's a very utilitarian emotion, she says, usually in response to a perceived injustice. "Anger makes people feel empowered," Turner says.
There has been a long debate, she says, about whether anger can be constructively harnessed. In studying groups that employ anger as a tactic - most notably animal rights groups such as People for the Ethical Treatment of Animals, as well as environment organisations and even political campaigns - she has found that, given the right conditions, it can.
First, people have to be convinced that the issue is relevant to them, that it affects them or their children or their community. At that point, says Turner, you need to hammer home what's wrong with the world as it is. Once you have got people roiled up, you can offer them a way to remedy the situation (Public Relations Review, vol 33, p 114).
"When those feelings of anger are accompanied by the feeling that there is a solution to this problem, then the message is more likely to be persuasive," she says.
To you from From New Scientist Print Edition.
Enjoy!
Margarita Nomeikiene
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06 July 2008, 15:19
Eight ways to get exactly what you want part 5
The medium is the means
IN THIS fast-paced world, we seldom have time for face-to-face meetings. You are just as likely to conduct your personal and business negotiations by email, or some other electronic medium, as you are in person. How does this impact your powers of persuasion?
The question intrigued Rosanna Guadagno of the University of Alabama and Robert Cialdini of Arizona State University, who have been comparing the persuasive power of online communication with face-to-face meetings.
In a study published in 2002, Guadagno and Cialdini had a group of students discuss the introduction of new exams (Group Dynamics: Theory, Research and Practice, vol 6, p 38). The group was split into same-sex couples. Unbeknown to the subjects, each pair included an accomplice of the experimenters whose role was to provide arguments in favour of the idea. Half the discussions took place in an online chatroom, the other half sat face-to-face.
While overall men rated the proposals similarly whether they participated in the electronic or face-to-face sessions, women in face-to-face sessions rated them more highly than those who only took part online. Guadagno and Cialdini suggest this is because groups of women tend to form communal bonds and reach agreement. Electronic communication disrupts the exchange of social cues women use to establish a communal bond and is therefore less conducive to persuasion.
On the other hand, groups of men typically try to establish their competence and independence, which can lead to competitive encounters. When two men who have not met before debate a point, online interaction is about as effective and persuasive as face-to-face.
But if they have met and had a competitive exchange, subsequent face-to-face meetings are less productive, whereas online exchanges fare far better. So while online communication can prevent women "connecting", it can help men suppress competitive urges that hamper persuasion.
So, if you're a woman and want to persuade other women you'd be better off meeting face-to-face, while men are less confrontational if contacted by email. The researchers are now studying these effects in mixed couples.
To your success From New Scientist Print Edition.
# Dan Jones
# Alison Motluk
Enjoy!
Sincerely, Margarita Nomeikiene
Content
05 July 2008, 00:17
Eight ways to get exactly what you want part 4
4 Grind them down
HUNGER is a powerful thing, but how many times have you reached for a quick snack, only to regret it when it's lying heavily in your stomach? Just as your standards for food quality can slip when your stomach is empty, so you should avoid engaging in argument or doing battle with sales people when your mental batteries are running low. Conversely, if you're trying to be persuasive, strike when your target is running low on mental energy.
Edward Burkley of Oklahoma State University in Stillwater studied the impact of cognitive exhaustion on the resistance levels of 78 students. The plan was to try to convince them to accept one month's summer holiday instead of three. Half the students came to the study fresh. But the other half first had to complete a self-control task in which they wrote down all thoughts that came into their heads while suppressing any thoughts about a white bear.
This task, Burkey argued, would use up some of their reserves of self-control. He found that the students who had performed the white bear task were less resistant to the idea of giving up two months of holiday.
Burkley also studied the flip side of this effect. He asked a different group of 72 students to rate the plan to shorten their holidays. Half were told it would be implemented within two years, making it personally relevant. The other half were told it would not be implemented for 10 years. He wanted to test the hypothesis that students presented with the two-year scenario would use up more of their mental resources, because they would be more motivated to argue against that unwelcome suggestion.
The students then had to try to complete an (unbeknown to them) unsolvable puzzle - a technique commonly used in such studies to measure how much self-control a person has. On average, students in the 10-year group persisted for more than a minute longer before giving up, suggesting they were less mentally exhausted than those in the two-year group (Personality and Social Psychology Bulletin, vol 34, p 419).
Of course, there is a form of mental exhaustion that doesn't require thought: nag them into submission. Children have got this technique sussed, says Burkley.
To you from # From New Scientist Print Edition.# Dan Jones
# Alison Motluk
ENJOY!
Sincerely, Margarita Nomeikiene
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