Studies have shown that the arousal of fear often increases persuasion. In order for fear arousal to work, listeners must view the consequences as unpleasant, as probably if they don't take the advice, and as avoidable if they do take the advice. Research shows that introducing a high level of fear may make your audience defensive, causing them to tune you out. TV commercials, wining and dining customers, and offering small gifts are examples of tactics used to generate positive feelings. Discuss two receiver factors and give some examples.
Persuasion tends to work best when a moderate discrepancy exists between the two.
Define conformity and summarize Asch's findings on conformity. Conformity occurs when people yield to real or imagined social pressure. As the group got bigger, conformity became more frequent. Distinguish between conformity and compliance. Compliance occurs when people yield to social pressure in their public behavior, even though their private beliefs have not changed.