Chapter 9: Influence

Question 1

What are the two routes to influence

Answer 1

• Central route
  Generally well-planned based on prior data
   Occurs consciously and involves integrating the message into the individual’s previously existing cognitive structures (thoughts, frameworks, etc.).
  Facts and ideas
  Planned. Scientific.
• Peripheral route
   Characterized by subtle cues and context, with less cognitive processing of the message and is thought to occur automatically.
  Talent. Art. Charisma.

Question 2

How to separate central route to influence and peripheral route to influence

Answer 2

Is the influence target motivated to be able to carefully process the message

YES - Central route to influence
NO - Peripheral Route to influence

Question 3

What are some of the issues to consider when constructing a messgae

Answer 3

• The content of the message
   Facts and topics that should be covered
• The structure of the message
   Arrangement and organization of the topics and facts
• The delivery style
  How the message should be presented

Question 4

Central Route to influence:

Things to note on message content

Answer 4

 Make the offer attractive to the other party

 Frame the message so the other party will say “yes”

 Follow a course of action he will be acting in accordance with both his values and some higher code of conduct (e.g. “buy American, Australian”, “save a tree”) – higher, nobler purpose

 Suggest an “agreement in principle” – a first step

Question 5

Central Route to influence: **

Differences between one sided message vs two sided messages

Answer 5

One-sided messages:
ignore arguments** and opinions that might support other party’s position

Two-sided messages:
mention and describe the opposing point of view and show how and why it is less desirable

Negotiators can help other party understand and accept argument by breaking them into smaller understandable pieces

Question 6

Central Route to influence:

Things to note on message structure**

Answer 6

• Repetition
  Enhances the likelihood that the message will be understood
• Conclusions
  With people who are very intelligent, or have not yet made up their minds, leave the conclusion open
  For people whose ideas are already well-formulated and strong, state the conclusion
  Best not to assume**

Question 7

Central Route to influence:

Things to note on message delivery

Answer 7

1. Encourage active participation - role plays
2. Use vivid language and metaphors
3. Incite receiver’s fears
4. violate receiver’s expectations - through honesty and authenticity

Question 8

What is considered peripheral route to influence

Answer 8

• The receiver attends less to the substance of persuasive arguments and is instead susceptible to more “automatic” influence through subtle cues
• Usually occurs when the target of influence is either unmotivated

Question 9

what are some aspects of message that foster peripheral influence

Answer 9

1. Message order
   - important points should be made early
2. Format
   - arguments may be more or less effective depending on the channel or presentation format used
3. Distractions
   - When receivers are distracted, less able to engage in issue relevant thinking

Question 10

What are some characteristics that foster peripheral influence

Answer 10

1. Source Credibility
   - qualification and expertise
   - reputation for trustworthiness and integrity
   - self presentation - how to present yourself
   - first impressions
2. Source Personal Attractiveness
   - friendliness
   - ingratiation
   - likeability

Question 11

Aspects of context that foster peripheral influence (list 6)

Answer 11

Authority:
-people with authority have more influence than those without

Reciprocity
-When you receive something from another, you should respond in the future with a favor in return

Commitment:
- once people decide something, can be persistent in beliefs

Social Proof
-behave in certain ways because everyone is doing so

Scarcity:
-when things are less available have more influence

Use of reward and punishment
-Power to reward, threat of punishment