COMM 3110 Chapter 5 Discussion

When we are passionate about a particular cause, we can engage in absurd activities and still find pleasure. It does not necessarily matter whether one is male or female; anyone can engage in idiotic stuff to feel associated with their interest. The Drake and Patriot fan both like their idols, and they can do anything to maintain the sense of connection. If the fans associated tattoos with negativity, they would not like to be linked with the icons. Likewise, if they had negative associations towards their pursuit, they would criticize or show no interest.

           We may create a friendship impression if we generate a feeling of mutual understanding, share some life aspects, and give encouraging and positive comments. Good grooming, facial appearance, and body size (halo effect) overshadow qualifications in interviews. Legal justice systems also permit good-looking defendants since they create a liking that erases crime and assures composure and intelligence. In college, attractive people are associated with confidence, intelligence, and coolness. Lovely people tend to have more friends, influence people, and get what they want from others (Cialdini, 2009). Students with excellent physical appearance are also assigned crucial roles in activities such as sports or music.

           We like people similar to us because we share uniform goals, culture, appearance, age, and preferences. We tend to like people we share an interest with because they trigger a sense of belonging and make us feel appreciated. People can learn what we want by adopting a fake identity that reflects our nature to persuade our judgment.

            Human nature is susceptible to compliments.  Human warmly receives positive comments and flattery consciously and unconsciously. The use of compliments is an essential aspect of persuasion since we can combine consistency and liking principle to influence people. When we flatter people, we encourage them to stay committed to a cause they would otherwise object (Cialdini, 2009).

           We rarely focus on ads that appear in televisions and websites we like scrolling. In many cases, we find the ads as a nuisance and give very little attention to them. However, the advertisers never seem to get tired or stop funding even though they know the audience possibly ignores the message due to familiarity. When we get used to a particular ad, we incorporate it into our system and are likely to consume the products when we encounter them.

           Familiarity can trigger positive or negative feelings that may determine the direction of influence. For instance, Bill Cosby is an admirable comic talent in the industry for a long time. He is also associated with sex scandals in his life. A meme created from the character may either appeal or detest audiences depending on how they view the name. If the audience believes in his artistic works, they may laugh out any jokes that involve him. If they are carried away by the sexual accusations, they may despise the character depending on their past experiences. 

           I have been raised believing that I will automatically ruin my character if I stick to the lousy company. Consequently, I have avoided relationships with people or settings that may compromise my virtues. For instance, I have associated drug addicts with weak character courtesy of prior exposure to negativity. Likewise, from the media, I have associated Muslims with terrorism and violence. Therefore, I tend to keep away from Muslims whenever I encounter them. In the market, I am less likely to buy from the ethnic group due to negative associations.


Cialdini, R. B. (2009). Influence: Science and practice. Prentice Hall.

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