COMM 302 Lecture Notes - Lecture 5: Social Desirability Bias, Authoritarianism, Assertiveness
Document Summary
To identify a single underlying factor that makes people persuadable- no luck so far: demographic variables and persuasion a age and persuasion. Older people: at the extremes- either very easy or very difficult. Diminished mental capacity & lonely vs too set in their ways to listen/change. Gender differences and persuasion: men are verbally aggressive w/ coercion and threats c early research showed men are more persuadable, but current research shows no difference. Persuadability is not caused by physical gender, but by psychological values. Ii) ethnicity, culture and persuasion. a a major dimension of cultural variability is individualism-collectivism. Collectivistic cultures value harmony and the goals of the group. Individualistic cultures tend to value independence and personal goals. Use strategies that may not be socially beneficial. Culture influences how people persuade and the way messages are received. Argued that people are more susceptible to messages from someone of their own race. Similarity concept & racists won"t listen to anyone else.
