Why people are not as gullible as we think Not Born Yesterday explains how we decide who we can trust and what we should believe—and argues that we're pretty good at making these decisions. In this ...lively and provocative book, Hugo Mercier demonstrates how virtually all attempts at mass persuasion—whether by religious leaders, politicians, or advertisers—fail miserably. Drawing on recent findings from political science and other fields ranging from history to anthropology, Mercier shows that the narrative of widespread gullibility, in which a credulous public is easily misled by demagogues and charlatans, is simply wrong.Why is mass persuasion so difficult? Mercier uses the latest findings from experimental psychology to show how each of us is endowed with sophisticated cognitive mechanisms of open vigilance. Computing a variety of cues, these mechanisms enable us to be on guard against harmful beliefs, while being open enough to change our minds when presented with the right evidence. Even failures—when we accept false confessions, spread wild rumors, or fall for quack medicine—are better explained as bugs in otherwise well-functioning cognitive mechanisms than as symptoms of general gullibility. Not Born Yesterday shows how we filter the flow of information that surrounds us, argues that we do it well, and explains how we can do it better still.
Stories are known to be powerful persuasive devices. Stories can capture attention, evoke emotion, and entrance listeners in a manner that reduces resistance to a message. Given the powerful ...persuasive potential of stories, one might deduce that it is best to embed one’s facts within a story. In contrast to this perspective, the present research suggests that coupling facts with stories can either enhance or undermine persuasion. Specifically, to understand when facts benefit from the use of stories, this work provides a deeper examination of how counterargument reduction—a common explanation for the unique persuasive capabilities of stories—operates. Across three experiments, evidence is found for when it is more effective to embed facts within a story versus to use facts alone.
Anecdotally, attributions that others are biased pervade many domains. Yet, research examining the effects of perceptions of bias is sparse, possibly due to some prior researchers conflating bias ...with untrustworthiness. We sought to demonstrate that perceptions of bias and untrustworthiness are separable and have independent effects. The current work examines these differences in the persuasion domain, but this distinction has implications for other domains as well. Two experiments clarify the conceptual distinction between bias (skewed perception) and untrustworthiness (dishonesty) and three studies demonstrate that source bias can have a negative effect on persuasion and source credibility beyond any parallel effects of untrustworthiness, lack of expertise, and dislikability. The current work suggests that bias is an independent, but understudied source characteristic.
Social Media for Strategic Communication: Creative Strategies and Research-Based Applications Second Edition teaches students the skills and principles needed to use social media in persuasive ...communication campaigns. This book combines cutting edge research with practical, on-the-ground instruction to prepare students for the real-world challenges they'll face in the workplace. By focusing on strategic thinking and awareness, this book gives students the tools they need to adapt what they learn to new platforms and technologies that may emerge in the future. A broad focus on strategic communication - from PR, advertising, and marketing, to non-profit advocacy-gives students a broad base of knowledge that will serve them wherever their careers may lead. The Second Edition features new case studies and exercises and increased coverage of diversity and inclusion issues and influencer marketing trends. INSTRUCTORS: Your students save when you bundle Social Media for Strategic Communication, Second Edition with Freberg's Portfolio Building Activities in Social Media, Second Edition featuring 125 real-world activities across various social media platforms. Order using bundle ISBN 978-1-0718-6142-4.
Social judgment is shaped by multiple biases operating simultaneously, but most bias-reduction interventions target only a single social category. In seven preregistered studies (total N > 7,000), we ...investigated whether asking participants to avoid one social bias affected that and other social biases. Participants selected honor society applicants based on academic credentials. Applicants also differed on social categories irrelevant for selection: attractiveness and ingroup status. Participants asked to avoid potential bias in one social category showed small but reliable reductions in bias for that category (r = .095), but showed near-zero bias reduction on the unmentioned social category (r = .006). Asking participants to avoid many possible social biases or alerting them to bias without specifically identifying a category did not consistently reduce bias. The effectiveness of interventions for reducing social biases may be highly specific, perhaps even contingent on explicitly and narrowly identifying the potential source of bias.
Three experiments were designed to investigate the effects and psychological mechanisms of three vocal qualities on persuasion. Experiment 1 (N = 394) employed a 2 (elaboration: high vs. low) × 2 ...(vocal speed: fast vs. slow) × 2 (vocal intonation: falling vs. rising) between-participants factorial design. As predicted, vocal speed and vocal intonation influenced global perceptions of speaker confidence. Under high-elaboration, vocal confidence biased thought-favorability, which influenced attitudes. Under low-elaboration, vocal confidence directly influenced attitudes as a peripheral cue. Experiments 2 (N = 412) and 3 (N = 397) conceptually replicated the bias and cue effects in Experiment 1, using a 2 (elaboration: high vs. low) × 2 (vocal pitch: raised vs. lowered) between-participants factorial design. Vocal pitch influenced perceptions of speaker confidence as predicted. These studies demonstrate that changes in three vocal properties influence global perceptions of speaker confidence, influencing attitudes via different mediating processes moderated by amount of thought. Evaluation of alternative mediators in Experiments 2 and 3 failed to support these alternatives to global perceptions of speaker confidence.
Success of phishing attacks depend on effective exploitation of human weaknesses. This research explores a largely ignored, but crucial aspect of phishing: the adversarial behavior. We aim at ...understanding human behaviors and strategies that adversaries use, and how these may determine the end-user response to phishing emails. We accomplish this through a novel experiment paradigm involving two phases. In the adversarial phase, 105 participants played the role of a phishing adversary who were incentivized to produce multiple phishing emails that would evade detection and persuade end-users to respond. In the end-user phase, 340 participants performed an email management task, where they examined and classified phishing emails generated by participants in phase-one along with benign emails. Participants in the adversary role, self-reported the strategies they employed in each email they created, and responded to a test of individual creativity. Data from both phases of the study was combined and analyzed, to measure the effect of adversarial behaviors on end-user response to phishing emails. We found that participants who persistently used specific attack strategies (e.g., sending notifications, use of authoritative tone, or expressing shared interest) in all their attempts were overall more successful, compared to others who explored different strategies in each attempt. We also found that strategies largely determined whether an end-user was more likely to respond to an email immediately, or delete it. Individual creativity was not a reliable predictor of adversarial performance, but it was a predictor of an adversary's ability to evade detection. In summary, the phishing example provided initially, the strategies used, and the participants' persistence with some of the strategies led to higher performance in persuading end-users to respond to phishing emails. These insights may be used to inform tools and training procedures to detect phishing strategies in emails.
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