Culture in Persuasion Culture refers to: l the types of products produced by people in a particular society. l the whole ways of life. Cultures are complex organizations of belief, values and practices.

Culture in Persuasion l Diversity and multiculturalism are apparent anywhere. l The important differences are values, beliefs and patterns of behavior that are trained into us. l Can they be changed?

Culture in Persuasion l Usage of rustic element. l Immigrants use the value of hard work, sincerity and honesty. l Political, product or commercial persuaders always use culture in their persuasion messages.

Culture..cont’ l Just as culture tells us how to behave, it also colors our interpretation of the behavior of others. l Eg: handshake

Cultural Trends l Culture is awash with short-term beliefs, values and behaviors. l Trends are short-term preferences. They are widely accepted, require no proof and attract followers. l We follow trends because we have only a small amount of information to make a choice. Faced with uncertainty, we follow others. l Persuaders show us the way.

Cultural Trends-cont’ l Persuaders assign value to cultural trends. It’s called buzz. l Buzz- labeling of some cultural phenomenon as something members of the culture must know about. l Buzz results from: cultural events, planning by the persuader

1.Transforming culture- feminist movement, civil rights movement, family values, gay issue etc. 2. Consumer culture- through persuasive messages by the advertisers, consumers began to associate products with imaginary states of being.

Differences of culture 1. Power distance. 2. Uncertainty avoidance. 3. Individualism. 4. Masculinity.

Guidelines to adapting to diverse culture l Avoid ethnic jokes and epithets. l Be aware of different value systems. l Study languages and cultures to avoid unintentional faux pas

Verbal communication in persuasion 1.Delivery- able to sway audience. 2.Vocal cues. 3.Gestures & body movements. Delivery mode: l Manuscript l Memorized. l Impromptu. l Extemporaneous

Nonverbal communication in persuasion l They are culturally taught. l Many nonverbal premises exist at a very low level of awareness and aren’t so readily apparent. l Are associated with ‘hidden agenda’.

1. Facial expression. l Eye-blink rates; dilation of the pupil; eye contact and facial muscles. 2. Eye behavior. l Attention function; regulatory function; power function; affective function; impression formation; persuasive function. Nonverbal channels

3. Bodily communication. l Kinesics or physical movements. l Head movements. l Emblematic signs. 4. Proxemic communication. l Public distance; social distance; personal distance and intimate distance. Nonverbal channels

5. Physical appearance. l Grooming; attire; self image; bodily attractiveness. 6. Artifactual communication. 7. Vocalic communication. l Semantics of sound. Nonverbal channels

8. Tactile communication. l Degree of touch. 9. Chronemics use of time. 10.Dialect. Nonverbal channels

Probe the question of gender differences in nonverbal communication and how these differences, influences the process of persuasion. Tutorial 4