Thomas J. Gardner
Public Information Campaigns
LSC 515
Fall 2011
Wednesday, September 21, 2011
Richard Perloff
The Dynamics of Persuasion
“Who Says It”
Source Factors in Persuasion
One
of the first issues I noted was how Perloff Suggests That sponsors should
endorse educational materials. Research suggests that while some anglers are
skeptical of WDNR’s motives, Perloff believes a respected sponsor would enhance
credibility, When anglers evaluate the message, they can see that boat
builders, professional anglers, or bait shops endorse the message with their
logo on the stickers, flyers, and brochures. These free printed iconic images
could serve as incentives to a business or company that supports the
elimination of AIS. This can help persuade boaters to act accordingly if they
are socially emulating influential role model. The familiar validity of the
commercial or non-governmental sponsor will help highlight values and
lifestyles that enlighten the message of a necessary behavior change and
dismiss pessimism of WDNR motives.
Their
stamp of approval could help the charismatic leader influence the behavior of
the target audience. Perloff says the communicator must have physical and
personable characteristics that the audience yearns to emulate. While there are
many dimensions of charisma, one defining characteristic for persuading anglers
is that he/she be an authority on fishing watercraft. This helps to capture the
attention of the target audience when framed in a typical environment.
While
I praise the auditory skill of MLK, his serious tone would alienate boating
anglers who are boating on behalf of fun. The special skills, integrity, and
credibility of an empathic caring expert could help dismiss some of the
perceived barriers of having fun while managing lakes. Many sports fisher
persons consider WDNR intrusively engineering their lifestyle when they make
regulations for personal behavior. WDNR’s knowledge bias has lowered their
credibility for offering healthy final solutions.
This
is why community based social marketing would be effective in identifying the
personal benefits. The culture of fisher persons will dramatize the credibility
of the communicator. The representative of clean boats for clean lakes will
have persuasive gut level statements that share his good judgment. There is no
reporting bias when a communicator ‘s inner convictions wants you to feel good
about a decision that will improve your recreational behavior. This emotion
should extend to cleaning your boat if it becomes an internalized norm.
The
favorable cognitive responses to fishing are what lake associations, angler
groups, bait shops, and watercraft sales thieve on for economic stability. Their
similar attitudes about fishing should facilitate behavioral change. This
segment should emphasize the desire to have a clean boat that is free of
aquatic plants.
These
plants are not physically attractive and Environmental Research Center released
a survey last year that showed boater’s knowledge of AIS has increased. But
removing aquatic plant removal strategies at boat landings seems to stifle
boaters willingness to comply. To
encourage this as a social norm, businesses and NGO’s should adopt landings
they serve.
Participants
who cite lack of time and inconvenience as a detriment can use the physical
agility of the communicator as a model of advocacy. This is an attractive
feature to this segment of 18-55 year old men who consistently pride themselves
on their physical appeal. This social attractiveness will help magnetize boaters
to the historical significance of clean lakes. The communicator’s credentials
and his demonstrative willingness to partake in physical activity make him/her
trustworthy about their concern of AIS. Cooperation among boaters who guide
each other’s behavior would reduce plants caught between the boat and the
trailer. Removing plants from landing areas would also reduce this transferring
plants from lake to lake.
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