Week 6 Requirement
For a .pdf download of the written post click here…
This weeks campaign requirement involves the concept of Inoculation as described by O’keefe (2002) in his publication titled, Persuasion: theory & research. O’keefe (2002) mentions, “It’s all very well to persuade someone to one’s point of view-but once persuaded, the person may be exposed to counter persuasion, that is, persuasive messages advocating some opposing viewpoint.” The following essay will discuss persuasion tactics involved in the Facebook post titled “Harmful Household Products.” This post is available for view and download at https://the-pro-dad.com/harmful-household-products/. Credible references in the post include reputable organizations such as the EPA (Environmental Protection Agency). The blog post was shared to the Hazardous Home Product facebook campaign at facebook.com/hazardoushomeproducts and meets the COMSTRAT Week six requirements as discussed below.
O’keefe (2002) mentions, “The question that naturally arises is how receivers might be made resistant to such persuasive efforts. The previous Week 5 – COMSTRAT 561 titled “Waste Management” (https://the-pro-dad.com/waste-management/) post discusses the broad categories of waste management according to the EPA (Environmental Protection Agency) as Batteries, Pesticide, Mercury-containing equipment & Lamps. Starting with the most general possible description of hazardous removal or management sets up this article to begin exploring Harmful home products. O’keefe (2002) mentions that inoculation treatment is meant to expose persons to a small dose. The objectives of The Pro Dad posts for week 5 & 6 are expected to introduce the concepts of hazardous materials and waste management slowly. The ultimate goal is to advocate for the education and removal of dangerous home products.
O’Keefe Notes, “Some persuasion contexts involve a debate like setting, in which two communicators defend different sides of a given issue. A simplified debate setting-in which each communicator gives only one message (with no rebuttals or follow-up messages)-has been the focus of substantial research aimed at addressing the question of whether there is any advantage associated with either speaking position.” The campaign platform, Facebook, provides two way conversation availability but, my message is only one-way. Below each post a user has the option to comment, like, share an ultimately debate my position. O’keefe later mentions, “There is some indication, however, that primacy effects are more likely to be found within interesting, controversial, and familiar topics.” The topic of hazardous home products may be too far in its infancy to be considered a familiar topic to the average consumer thus, allowing for greater potential influence over attitude and behaviors.
Refusal of Skills Training
“Inoculation and warning attempt to create resistance to persuasion by hardening the initial attitude…” (O’keefe, 2012, p.252) The consistent posts should increase perceived credibility and harden initial attitudes as welcoming the advocation for education and removal of hazardous home products.
Booth-Butterfield, S. & Welbourne, J. (2002). The elaboration likelihood model: Its impact on persuasion theory and research (pp. 155-173). In J. P. Dillard & M. Pfau (eds.), The Persuasion Handbook: Developments in Theory and Practice. Thousand Oaks, CA: SAGE Publications. [eReserve]
O’Keefe, D.J. (2002). Persuasion: Theory & Research, 2nd ed. Thousand Oaks, CA: Sage Publications.
Harmon-Jones, E. (2002). A Cognitive Dissonance Theory Perspective on Persuasion. In J. P. Dillard & M. Pfau (eds.), The Persuasion Handbook: Developments in Theory and Practice (pp. 99-116). Thousand Oaks, CA: Sage Publications. [eReserve]
Te’eni-Harari, T., Lampert, S. I., & Lehman-Wilzig, S. (2007). Information processing of advertising among young people: The elaboration likelihood model as applied to youth. Journal of Advertising Research, 47(3), 326-340.