COMSTRAT 561 semester Facebook campaigns require a post that is reflective of concepts discussed in the Age of Propaganda: The Everyday Use and Abuse of Persuasion. Topics include items such as door-in-the-face and jeer pressure. The campaign location, http://www.facebook.com/hazardoushomeproducts, posts from The Pro Dad have thus far utilized fear appeals, and, this post will use other concepts to engage, influence, and ultimately persuade audiences. (Pratkanis, 1991)
A publication from Burger et al. (2006) states, “the norm of reciprocity is a social rule that maintains, among other things, that people are obligated to return favors and other acts of kindness …The resulting obligation to return the favor increases the likelihood that the individual will agree to a subsequent request.” (p.169-170) By performing market research and promoting safer brands, such as Cleerlife, the goal is that the audience will return the favor and at the very least think about their purchasing behaviors.
The concept of Jeer Pressure, as noted by Pratkanis (1991) explains influences in social conformity by persuading other that opinions should be in-line with the masses (e.g., social standard). If one does not conform, they may receive rude remarks or public embarrassment. In 2019 we have the knowledge and experience to make cleaner and healthier decisions that benefit future generations. Choosing to ignore low-cost, safe home product alternatives can be seen as neglect in 2019 with the increase in safe cleaning products, such as Cleerlife. Social norms are becoming anti-hazardous home products. Families across the globe are sharing and hosting parties to distribute more reliable toxic-free consumer goods. Advocating for the education and removal of hazardous home products is one way to help spread the word, but action will remove jeer pressure. (Pratkanis, 1991)
One idea that is discussed by Pratkanis (1991) is that if the audiences reject the first message, they may be more like to agree to a second lesser request. Many of the statements in this facebook campaign request the removal of hazardous home products. Advocating for safer home beauty products (through cleerlife.com) provides a lesser request to the audience by not asking the viewer not forcefully remove all current cleaning, beauty, and home products immediately. Consumer items already purchased may be costly and unnecessary, but let us start buying safer alternatives and slowly replace current inventory.” Thus, removing fear appeal and requesting the audience engage in a lesser request. (Pratankis 1991)
The persuasion tactic of the facebook post is to explain that this forum should be a place for two-conversation and audience engagement. Most campaign posts discuss the immediate and long-term effects of hazardous home products through fear appeal. The post from cleerlife.com provides a popular safer alternative to chemical cleaning products. The goal of this Facebook campaign is providing persuasive items related to the advocacy group. As the campaign progresses after the conclusion of the semester, investment is always an option to target a Facebook-specific audience and increase engagement through monetary means.
Cialdini, R. B., & Ascani, K. (1976). Test of a concession procedure for inducing verbal, behavioral, and further compliance with a request to give blood. Journal of Applied Psychology, 61, 295-300.
Jerry M. Burger, Alison M. Ehrlichman, Neda C. Raymond, Janet M. Ishikawa and Joanna Sandoval. (2006) Reciprocal favor exchange and compliance. Psychology Press. Taylor & Francis Group. 169-184
Pratkanis, Anthony, & Elliot Aronson. Age of Propaganda: The Everyday Use and abuse of Persuasion. W.H. Freeman and Company, 1991.