Introduction of Psychology Tutorial 11 Attitude Tutor: Yipsir www.yipsir.com.hk

Definition of Attitudes Beliefs that predispose one to act and feel in certain ways.

Belief / Perception object Feeling Propensity Attitude Components

 Who (speaker’s credibility) Persuasion Early research on the question of what makes a message persuasive focussed on the role of three factors:  Who (speaker’s credibility)  Says what (verbal contents & non-verbal skills)  To whom (audience characteristics)

Persuasion

1. Characteristics of the Speaker Credibility Attractiveness Intent

Credibility - Authority A man could increase by 350% number of pedestrians who would follow him across the street simply by wearing a suit and tie. → Dressing style is of paramount importance for a salesman.

Building your credibility Reputation Use Examples or statistics to show company credibility Use personal credibility: networking, Christianity Dynamism (活力） Pay attention to physical appearance Body language count even seriously Like you → like your products / service 愛屋及烏效應 Expertise Show professional knowledge and pass success to the customers. Others reference / social validity Other customers endorse the products / service

2. Characteristics of the Message Message framing (status, uniqueness...) Two-sided arguments

3. Characteristics of the Audience age, income, social class, occupation & their preferences

Some Persuasion techniques

Routes of Persuasion Elaboration Likelihood Model (ELM) Petty and Cacioppo Two routes can be used to persuade paino, nutrient Central: relies on facts, figures, and thought. Changes tend to be more permanent due to effortful processing. Peripheral: attempts to persuade you without thought occurring. Relies on emotion. Leads to superficial and temporary change.

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Testimony(證明) We can use some substances(實物) to increase the credibility.

Visual evidence Before keeping fit After keeping fit

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Comparison and Contrast (2) 例如: A.C Nielson 市場調查公司的大型調查 和其他健身中心比較設施多少

Verbal communication 如 : 我地公司係同行之中聲譽最好，顧客最放心既健身中心． 絕對唔使擔心我地既服務貨不對辦，兼且我地仲會提供一個禮拜免費試玩，如果唔滿意，我地絕對唔會收錢 我地考慮到好多女士要湊小朋友 為左體貼你地既需要...

Other skills Foot-in-the-door technique “Poor product first” strategy VIP discount → respect → esteem booster Intensify your uniqueness / strength (decoration, view, peripheral service, support service, after-care service) Downplay opponents’ weakness

An overview of persuasion techniques Central route (appeal to information) Peripheral route (appeal to emotion) Salesman’s credibility (expertise, genuiness) Statistical evidence Comparison and Contrast Social Validation Emotional Security Foot-in-the-door Snow ball technique Attractiveness Body language Two-sided arguments Intensify your uniqueness Downplay opponents’ weakness Scarcity Price Free try Gifts, discount, add-on services After-sale service

Role Play: Persuasion In group, apply the principles of persuasion you learned in the lecture to change other people’s ATTITUDE about the product you want to sell. Think of a sales plan and present it to your classmates (who are your target customers)

Select one of the following products: Expensive Disney’s educational discs Summer study tours for the kids, local or foreign Mobile phone Digital camera Fitness Centre Membership Facial package

Application of Persuasion concepts and skills

Concepts and skills applied? Central route (appeal to information) Peripheral route (appeal to emotion) Salesman’s credibility (expertise, genuiness) Statistical evidence Comparison and Contrast Social Validation Emotional Security Foot-in-the-door Snow ball technique Attractiveness Body language Two-sided arguments Intensify your uniqueness Downplay opponents’ weakness Scarcity Price Free try Gifts, discount, add-on services After-sale service

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