Persuasion Tactics Research Articles

Social Movements and Policy Entrenchment

A vast scholarship shows that social movements can play pivotal roles in bringing about policies that benefit marginalized groups. However, the role of social movements in entrenching those policies—ensuring they take root—remains insufficiently studied. We set a research agenda for the study of how social movements shape policy entrenchment by calling attention to three commonly used strategies—occupying state bureaucracies, engaging in pressure and persuasion tactics, and building alliances with political parties—and analyzing the relationships among them. We illustrate these strategies through short case studies of social movements that achieved significant change benefitting marginalized groups in Latin America: the health movement in Brazil, the unemployed workers’ movements in Argentina, and peasant and indigenous movements in Bolivia.

Rhetorical Influence and Deception: Analyzing Persuasive Tactics in Ancient Texts

Rhetorical Influence and Deception: Analyzing Persuasive Tactics in Ancient Texts

The effects of persuasion principles on perceived honesty during shoulder surfing attacks

Purpose This study aimed to investigate how honest participants perceived an attacker to be during shoulder surfing scenarios that varied in terms of which Principle of Persuasion in Social Engineering (PPSE) was used, whether perceived honesty changed as scenarios progressed, and whether any changes were greater in some scenarios than others. Design/methodology/approach Participants read one of six shoulder surfing scenarios. Five depicted an attacker using one of the PPSEs. The other depicted an attacker using as few PPSEs as possible, which served as a control condition. Participants then rated perceived attacker honesty. Findings The results revealed honesty ratings in each condition were equal during the beginning of the conversation, participants in each condition perceived the attacker to be honest during the beginning of the conversation, perceived attacker honesty declined when the attacker requested the target perform an action that would afford shoulder surfing, perceived attacker honesty declined more when the Distraction and Social Proof PPSEs were used, participants perceived the attacker to be dishonest when making such requests using the Distraction and Social Proof PPSEs and perceived attacker honesty did not change when the attacker used the target’s computer. Originality/value To the best of the authors’ knowledge, this experiment is the first to investigate how persuasion tactics affect perceptions of attackers during shoulder surfing attacks. These results have important implications for shoulder surfing prevention training programs and penetration tests.

China’s real estate agents’ persuasion realizations on WeChat Moments

Abstract Persuasion is a well-documented language phenomenon in the fields of rhetoric, communication, and sociopsychology. However, there is still a need for further research into persuasion on social media from a pragmatic perspective. The current research contributes to the existing literature on persuasion, particularly in virtual environments, by examining the tactics of online persuasion with a dataset of 409 excerpts from WeChat Moments. It examines the frequency and percentage of persuasive strategies deployed by fourteen Chinese real estate agents. Additionally, a qualitative analysis of each tactic is conducted, supported by specific examples. The findings indicate that, in increasing order of frequency, persuasion attempts on the participants’ WeChat Moments are primarily realized through rational, ethos, and emotional appeals. The determinants of this strategic inclination are examined with respect to the anonymity afforded by the Internet, media effect, community of practice and Chinese cultural particulars.

Impact of COVID-19 Vaccine Persuasion Strategies on Social Endorsement and Public Response on Chinese Social Media

ABSTRACT Persuading the public to get vaccinated against infectious diseases is critical and carries profound implications for preparing for future pandemics. This study examined whether and how persuasion strategies employed in pro-vaccine messages affect social endorsement and audience stance toward the COVID-19 vaccine expressed in comments on Chinese social media. Through manual coding and pre-trained BERT model, we analyzed 1,500 Weibo posts focused on COVID-19 vaccination persuasion and 238,201 associated comments. Results showed that medical experts succeeded in eliciting heightened social endorsement and receiving more pro-vaccine comments. Posts that employed negative emotional appeal were less likely to be liked or receive pro-vaccine comments. Besides, vaccine persuasion messages presented in a narrative format or emphasizing vaccine efficacy garnered significantly more likes but did not significantly receive more pro-vaccine comments. Discussing domestic issues or employing joy appeal received more pro-vaccine comments. These results offer valuable insights for health practitioners and communicators, highlighting more effective persuasion strategies for engaging citizens in vaccine-related discussions on social media. This study underscores the importance of leveraging persuasion tactics on social media to foster vaccination uptake and better prepare us for handling future pandemics.

МEANS OF PERSUASION IN JOURNAL DISCOURSE

The article is devoted to one of topical problems of modern linguistics – to the study of strategies and tactics of persuasion in various types of discourse. Modern scientists consider linguistic means of achieving the goal of influence. The purposefulness of speech actions is a topical phenomenon in political, advertising, tourism, journalism and other types of discourse. The most obvious potential of the persuasive impact is manifested in the journal discourse, which is an implicit model of social interaction. The choice of the French women’s magazine discourse as an object of research is due to the special form of the social role of the Western European woman. It is established that gender-marked speech portraits are manifested in women’s magazine discourse. Subject of research includes the title of the text of the French women’s magazine article from the point of view of the ways of linguistic implementation of the media discourse’s persusive function. The pragmaorientation of the title of the journal text, which has a special strategy for the implementation of the main goals and objectives of the journal discourse, is noted. The article considers the evolution of strategies and tactics of the persuasion of the French women’s journal discourse, due to the transformation of the role of women in the French linguistic and cultural community. The article concludes that the subject matter and linguistic organisation of the headlines of French women’s magazines of the present and before the 1960s partially coincide, but are of different potential for the realisation of persuasion.

ONLINE ADVERTISING AND IT’S IMPACT ON CONSUMER BUYING BEHAVIOUR

Keeping in mind the ever-changing landscape of digital marketing, this study investigates the impact of online advertisements on customers' buying behaviors. The proliferation of online platforms and the increasing number of internet users present an opportunity for businesses to advertise to individuals. The fundamental objective of this research is to figure out how online advertising affects customers' emotions, decisions, and actions. This study synthesises existing literature, empirical data, and theoretical frameworks to investigate the many ways via which online advertising influences consumer behavior. The significance of targeted advertising in identifying and appealing to certain consumer demographics, the persuasive tactics employed by online ads, and the influence of social media endorsements and user-generated material on intents to purchase are all major aspects that are being investigated. The study's key findings indicate that online advertising significantly influences customers throughout the entire buying process, from first awareness and consideration through purchase and post-purchase actions. Customer engagement and brand memory can be enhanced through personalized and immersive advertising experiences made possible by the interactive nature of web platforms. Online content can be made more credible and trustworthy by adding social proof and peer endorsements. This, in turn, influences consumers' purchasing decisions. The ramifications of these results should be carefully considered by marketers and advertisers who wish to make the most of their advertising budgets and make the most of their online advertising strategies. By studying what makes people react to internet ads, businesses may refine their messaging, creative content, and targeting strategies. Because of this, they will be able to connect with their intended consumers and achieve their goals. Keywords: online advertising, consumer buying behavior, digital marketing, persuasive techniques, targeted advertising, social media endorsements, consumer engagement, purchase intentions.

Гендерные стереотипы в испаноязычной женской рекламе: переводческий аспект

The aim of the study is to identify gender markers in modern Spanish-language women’s advertising and the ways of their adaptation when translated into Russian. The study is novel in that it is the first to analyze the implementation of gender stereotypes in advertising texts based on Spanish. Gender markers of the original advertisements have been identified: figurative and stylistic means; emotionally evaluative vocabulary; phraseological units with the components “confidence”, “success”. As a result of the study, the manipulative tactics of Spanish women’s advertising have been identified: tactics of persuasion, tactics of suggestion, tactics of affirmation, tactics of addressing. It has been found that the impact on the recipient is carried out through assertive and declarative phrases; modal and imperative forms; rhetorical questions and direct questions to the addressee; as well as through the use of addressing techniques and polite suggestion. Translation techniques for conveying gender markers in Russian translation have been identified: the technique of differentiation, stylistic substitution, addition, omission, descriptive translation, holistic transformation, as well as rewriting tactics. It has been proven that transcreation is an effective tool for adapting women’s advertising for a Russian-speaking audience.

Small States of Europe in International Negotiations (Case of Benelux Countries)

With a multicentric world forming and stratification of resource potential taking place, as well as with more small states in Europe and the world and emerging big multinationals here, small states receive more and more researchers’ attention: there appear papers analyzing activities of small states in Europe in the international arena in general and in international negotiations in particular. This article answers the following research question: What strategies and tactics allow small European states to strengthen their positions in negotiations (based on the case of the Benelux countries)? The strategies used by small countries in negotiations to compensate for limited resources is of scientific and practical interest as it can be applied by other states, namely Russia. Theoretically, the study is based on constructivist methodology as negotiation tactics effectively (re)formulate the issue, changing it through the use of a different context and/or lexical units, as well as on structural invariants of activity in negotiations. Discourse analysis and case study are used as research methods. The analysis identified the limitations that small European states, in particular the Benelux countries, face at each stage of international negotiations. The authors conclude that the types of behavior small European states demonstrate in international negotiations can be divided into those (1) aimed at increasing the “weight” of the state (e.g., interaction within international institutions, with NGOs and lobbies, organizing side events, etc.) and (2) focused on influencing the course of negotiations: tactics within the bargaining strategy (coalition-building, bargaining, etc.) and tactics based on persuasion ((re)framing, appealing to one’s own “example”, etc.). For small European countries, namely the Benelux countries, persuasion tactics are most typical, although other tactics are also used.

Linguistic Detective: Gamified Storyboard for Scam Detection

‘Linguistic Detective: Gamified Storyboard for Scam Detection’ is an innovative project aimed at empowering players to become adept at detecting scammers through language analysis. In today’s digital age, where scams proliferate across various communication channels, understanding the linguistic cues scammers use is essential for safeguarding oneself against scams. The project combines elements of gamification and storytelling to create an immersive experience that educates and entertains players. Players assume the role of a linguistic expert recruited by a cybercrime task force, and the mission is to detect the language of scammers and bring them to justice. The game unfolds through a series of levels, each presenting a different scam scenario for players to dissect. Players must analyse the language scammers use to identify persuasive tactics, emotional manipulation, urgency, and linguistic inconsistencies in investment, e-commerce, and other social media scams. Players develop proficiency in detecting subtle linguistic markers of deception through tutorials, challenges, and tools such as linguistic tips and scam dictionaries. Success in the game translates to real-world vigilance against scams, empowering players to protect themselves and others from falling victim to fraudulent schemes. ‘Linguistic Detective’ provides a dynamic and engaging platform for players and the public to hone their linguistic identifying skills while combating scams in the real world. The project opens avenues for commercialisation, ranging from developing educational materials and consultation services to software solutions, training programs, research partnerships, and public awareness campaigns aimed at detecting scams effectively at all levels.

The Role of Indirect Communication in Forming the Image of the Bank: Working with Negative Customer Feedback

The article is devoted to the consideration of tools for positioning banking services, analysis of the structure of response to a negative customer review, systematization of ways to resolve a conflict situation and strengthening a positive image of the organization in the minds of the target audience. Particular attention is paid to the typology of strategies and tactics aimed at resolving a conflict that caused a negative feedback from a client. The material of the study was advertising and PR texts initiated by Pochta Bank (2016–2022), as well as texts of customer reviews of Pochta Bank and responses from employees of the bank in question on the Banki.ru portal (more than 500 messages).
 When analyzing the material, the following methods were used: descriptive-analytical method; classification method, comparative analysis, content analysis; conceptual analysis. The study showed that through advertising and PR activitie Pochta Bank seeks to form the following image-forming (positioning) categories in the minds of the target audience: accessibility, profitability, reliability, stability of financial services provided, social orientation of the bank.
 As a result of analyzing the responses of bank employees, the authors came to the conclusion that when resolving conflict situations, Pochta Bank does not use neutral (ignoring, silence, silence) and destructive (pressure, demands, refusal, indignation) strategies. The following communication strategies and tactics
 are in the arsenal of bank employees: strategy of accession (tactics of consent,concession, attracting attention); cooperation strategy (tactics of sympathy, support, persuasion, suggestions, consent); compromise strategy (tactics of persuasion, consent, encouragement).

Exploring Frugal Buying, Social Influence, and App Behavior in Online Food Shopping in Indonesia

Objectives: This quantitative study investigates the relationships among Frugal Buying Habits, Social Influence, Task-oriented app usage, Pleasure-oriented app usage, and Digital persuasion in the context of online food shopping via delivery apps in Indonesia.Methodology: We employ an explanatory research design, testing hypotheses derived from existing literature. A purposive sampling method selects 300 active users of online food delivery apps. Structural Equation Modeling (SEM) with Smart PLS software analyzes the data.Findings: Frugal Buying Habits are associated with both Task-oriented and Pleasure-oriented app usage. Social Influence strongly impacts Digital Persuasion. Task-oriented app usage positively correlates with Digital Persuasion while Pleasure-oriented app usage does not.Conclusion: These findings highlight opportunities for app developers to cater to frugal consumers and leverage social influence, improving user experiences. Policymakers should consider regulating digital persuasion tactics for ethical practices. This research contributes to understanding online food shopping dynamics.

Exploring Persuasion Knowledge, Identity-Related Media Use, and Ad Skepticism of Black Immigrant and Refugee Adolescents

In the United States, where Black and Hispanic youth are disproportionately targeted by marketers, persuasion knowledge (PK) has not been thoroughly studied among underrepresented groups. The extent to which Black immigrant/refugee adolescents understand persuasion tactics and develop coping skills is explored in this mixed-methods study. Adolescents were aware of persuasion tactics on social media, relying on visual cues to identify sponsored posts. Media use was positively related to PK, and African American media use was associated with skepticism. Although there remains a need to further develop PK, adolescents demonstrated generally skillful coping strategies for influencers’ persuasion tactics.

Forgiving infidelity: Persuasion tactics for getting a second chance.

Forgiving infidelity: Persuasion tactics for getting a second chance.

“Limited Time Offer”: Impact of Time Scarcity Messages on Consumer’s Impulse Purchase

Constraining the time to avail promotional offers is a common practice employed by marketers to encourage sales. This research shows that the use of Limited Time messages in online promotions has a profound impact on consumer’s impulse purchases. Based on reactance theory, the present study employs a 2 (Limited Time message: Present vs. Absent) × 2 (Persuasion knowledge: Low vs. High) online experiment approach that provides evidence of the presence of Fear of Missing Out as a mediating mechanism in predicting the effects of Limited time cues. Moreover, the study reflects that impulse purchases induced by Limited time messages are low when consumers’ have knowledge about retailers’ persuasion tactics. Further, the results reveal that impulse purchases are more for consumers with high (vs. Low) buying impulsiveness. The findings offer insights into the mechanism and conditions that inform consumers’ responses to Limited time messages.

Языковая реализация персуазивности в политическом дискурсе (на примере парламентских дебатов германского бундестага)

Within the framework of political discourse, language acts as one of the tools of the struggle for power and its functioning is possible due to the implementation of certain strategies and tactics. The aim of the study is to identify and describe the communication tools used by politicians in parliamentary communication to manipulate the consciousness of recipients and to implement image-supporting or image-breaking intentions. The study is novel in that it is the first to consider the tactics of persuasion as a way of modelling the image of parties in two directions, namely, the focusing of the positive aspects of the image of one’s own party and the shortcomings of the opponent’s party or the defocusing of one’s own image shortcomings and the advantages of the competitor. As a result of the study, it was possible to identify a set of linguistic means (grammatical, lexical and stylistic) that serve to implement persuasiveness in institutional debates in order to focus and defocus advantages and disadvantages as basic cognitive operations to maintain and disrupt the image of politicians and the political parties they represent.

PERSUASIVE STRATEGIES AND TACTICS IN ENVIRONMENTAL TED TALKS

The article focuses on strategies, tactics and linguo-stylistic means of persuasion in such a prototypical speech genre of media environmental discourse as TED talks: the analysis of TED talks genre peculiarities is presented; the two main communicative strategies of media environmental discourse are identified – the strategy popularizing eco-friendly activities, and the strategy discrediting eco-unfriendly activities; depending on the argumentation principle employed, the three groups of tactics for expressing logos, ethos and pathos are singled out; the most frequent linguo-stylistic means of persuasion in environmental TED talks have been identified. The strategic approach emphasises that to achieve the desirable effect in public speaking within the TED format it is necessary to employ the combination of persuasive tactics to maintain a balance between the ethos, logos or pathos components of argumentation and provide a persuasive impact on the addressee increasing their environmental consciousness and promoting environmentally competent behaviour.

Instrumental Flirting: An Exploration of Charm in Decision-Making Groups.

The scholarship on flirting as a persuasive tactic in the workplace indicates that flirting can have negative consequences for task groups. The goal of this study was to extend the investigation of instrumental flirting by operationalizing this form of flirting as charm and by examining the consequences of charm in decision-making groups for the individual group members. In the current study, participants (60 women, 60 men) made decisions in four-person, mixed sex groups. The results of the study demonstrate that the use of charm was negatively associated with perceptions of group member task competence. Differences in perceptions of charm were also examined.

EFEKTIVITAS PENGGUNAAN TAKTIK PENGARUH DALAM KEPEMIMPINAN KEPALA DAERAH TERHADAP KOMITMEN TUGAS DAN KOMITMEN ORGANISASI BAWAHAN PADA PEMERINTAH KABUPTEN/KOTA DI PROVINSI GORONTALO

Task commitment and organizational commitment are the main driver of individual and organizational performance in the public sector. This paper considers that regional heads who consistently use influence tactics in rational persuasive behavior will be positively correlated to task commitment and organizational commitment. The result of a survey on 165 heads of Regional Government Agency showed that only two tactics in rational influencing behavior namely rational persuasion tactic and inspiring tactic which are positively and significantly correlated to task commitment and organizational commitment of subordinates in local government of Gorontalo province.

A Conceptual Model of Personalized Virtual Reality Trail Running Gamification Design

Individuals’ running styles define trail running. Diverse motivational strategies for running emerge because of diverse running behaviors. Customizable design for motivation: when it comes to environmental considerations during a product’s or service’s use stage, the design process has become increasingly focused on behavior. Virtual reality enables the creation and integration of a variety of environments, as well as the redesign, retesting, and enhancement of these environments within a virtual computing structure. These benefits exist because players’ perspectives and behaviors in virtual environments are more comparable to those in their physical environments. The purpose of this study is to create a model for the relationship between persuasive strategy, user personal factors and target behavior that is effective based on the Social Cognitive Model, two hypotheses are tested using structural equation modelling (SEM). According to the findings, persuasive strategies have a significant positive influence on user personal factors. Second, user personal factors were able to influence target behaviors. To increase intrinsic motivation, virtual reality application designers should support persuasive tactics such as goal setting and self-monitoring in a target context. These results may guide designers in selecting effective persuasion strategies for various user groups.