APPENDIX A

Title: Role Play Demonstrating Basic Theories of Persuasion

Purpose:

The purpose of this exercise is to put some basic theories of persuasion "into practice" through a variety of short selling exercises. Learning by doing is one of the quickest ways to learn and retain basic theoretical principles.

Background:

As preparation, let us review the basic tenets of the theories:

1. For Learning Theories, we know that simple association is the basic principle.

2. For the Cognitive Consistency Theories, we know that a rational, logical approach is the basic tenet.

3. For the Social Influence Theories, we know that an appeal to the individual as part of a group is the guiding principle.

4. For Motivational Theories, we know that an appeal to needs and supplying of rewards is the basic tenet.

5. For Personality or Functional Theories, we know that ego involvement is the basic tenet.

Time:

About three minutes per exercise. (Note: This exercise may be used when there are a few extra class minutes left over.)

Participants:

Usually two persons per exercise.

Materials:

Ordinary classrooms.

Procedure:

1. For each exercise, someone is chosen to be a buyer, and someone is chosen to be a seller. The person who is the seller would be asked to do one of the following:

a. Sell the blackboard according to the motivational approach to the buyer from your school district.

b. If there is a TV in the room, sell the TV to a young married couple according to the cognitive consistency theories.

c. If you are wearing tennis shoes, sell the shoes to a young buyer according to the S-R approach.

d. If you are carrying a purse, sell it according to the personality theories.

e. Sell the clothes you are wearing according to the social designs.

Variation:

You may also wish to sell the same product according to all five approaches. Some good products to sell would be hot combs, automobiles, clothing, ect.

2. After the seller has completed the routine, ask the buyer to evaluate it according to how well it coincided with the characteristics of the specified theory.

3. If the routine did not coincide with the theory, the buyer and seller should switch role and redo the exercise.

Processing:

1. These short selling exercises are a good way for you as a student to learn the basic principles behind the theories, because in addition to having to "think fast," you are actually putting the theory into action!

2. How did each routine represent the theory? What distinctive cues were present?

3. Did the sellers pattern their routine after any particular advertisement in print or television media? If so, what was it? Was it effective in the media?

4. How often do you see the seller's appeals employed in commercials on TV?