Page 102 - The Social Animal

84 The Social Animal

At least where trivial opinions and behaviors are concerned, if
we like and can identify with a person, his or her opinions and
behaviors will influence our own more than their content would
ordinarily warrant.
Again, where trivial opinions and behaviors are concerned, if we
like a person,we tend to be influenced even if it is clear that he or
she is trying to influence us and stands to profit by doing so.

The Nature of the Communication

The manner in which a communication is stated plays an important
role in determining its effectiveness. There are several ways in which
communications can differ from one another. I have selected five
ways I consider to be among the most important: (1) Is a communi-
cation more persuasive if it is designed to appeal to the audience’s
reasoning ability, or is it more persuasive if it is aimed at arousing the
audience’s emotions? (2) Are people more swayed by a communica-
tion if it is tied to a vivid personal experience or if it is bolstered by
a great deal of clear and unimpeachable statistical evidence? (3)
Should the communication present only one side of the argument,
or should it also include an attempt to refute the opposing view? (4)
If two sides are presented, as in a debate, does the order in which they
are presented affect the relative impact of either side? (5) What is the
relationship between the effectiveness of the communication and the
discrepancy between the audience’s original opinion and the opinion
advocated by the communication?

Logical Versus Emotional Appeals Years ago, I was living
in a community that was about to vote on whether to fluoridate the
water supply as a means of combating tooth decay. An information
campaign that seemed quite logical and reasonable was launched by
the proponents of fluoridation. It consisted largely of statements by
noted dentists describing the benefits of fluorides and discussing the
evidence on the reduction of tooth decay in areas with fluoridated
water, as well as statements by physicians and other health authori-
ties that fluoridation has no harmful effects. The opponents used a
much more emotional appeal. For example, one leaflet consisted of a
picture of a rather ugly rat, along with the statement, “Don’t let them