Understanding the importance of NORMS...

Understanding the importance of NORMS…
Tormala and Petty’s article was most significant for my life and current Directorial position. In this article, Tormala and Petty discuss various persuasive information; while singling out the particular context of other similar information within it’s’ context to determine how persuasive that information actually was. This approach is very important for my current line of work in the fact that I must always be prepared to reinterpret Federal regulations and or requirements. This may be done for the usage of the FAFSA application to my student cliental (with persuasion for its newest use) without using financial aid lingo that can misunderstood or re-interpreted. I must also be able to determine the capacity of the persuasion for each message about the Federal regulations and requirements to ensure my messages does not intercede each other. Being apart of the Social Judgment theory, the effect a persuasive massage makes is dependent upon how the receiver examines the surroundings of the message. For me as a Director of Financial Aid, the Social Judgment theory means if I want my student cliental to start utilizing the newest Federal regulations and requirements, I must first make the message pertinent to my student cliental directly; and their surroundings. Studying and understanding my clientele’s norms, attitudes and acceptance of the FAFSA application will make my job easier in developing persuasive messages that encourage its use. “Determining where the actual norms fall in the general latitudes of acceptance, noncommitment, and rejection of the target audience is critical here” (Tormala & Petty 2007).

The Social Judgment theory is one that I definitely agree with because it is basically suggesting that people use past experiences when evaluating persuasive messages; to determine its usefulness and their acceptance of the message. Indicating the amount of information given within a single message affects how the receiver will view the target message in its entity. Too much financial aid lingo with various instructions within one message will deter my student client audience instead of encouraging their usage of the message properly. “Messages that fall into the latitude of rejection are seen as being further away from the audience’s position than they really are due to a contrast effect. Therefore, both are unlikely to be accepted” (Tormala & Petty 2007).

Although I feel persuasion, convince and actuate each involve the allowance of another person to do something based on your argument, my personal definition of each is different. My personal definition of persuasion is to entice an individual to make action or accept opinion towards an unfamiliar goal. My personal definition of convince is to change or increase of an individual belief’s in oneself. My personal definition of actuate is to drive action in an individual towards completing a goal; whether familiar or unfamiliar.

The Inoculation theory is the persuasion theory that best fits into my current work setting. For example, as Director of Financial Aid I am constantly in battled discussions with our institutions Bursar & Admission’s office for reasons of finding solutions to gaining additional student clients. Although as a Director of Financial Aid, I am required to encourage the recruitment of additional student clients; I must also follow strict U S Departmental guidelines governing financial aid that sometimes cannot be utilized for a student and therefore, deters their enrollment for our institution. Because of this division among our departments, I must be in appropriate in my research stating why a student is or may not be eligible for financial aid and find alternative resources through my research to allow such students other financial means of paying their student balance. Thus, still participating in our retention efforts. Therefore, whenever I am trying to persuade my counterparts of something, it's important to research and ensure my research includes the pro’s and con’s of other options. Being able to do this while defending my own alternative option will make it easier for my counterparts to agree with my alternative.
In order to persuade as a successful leader in the 21st century, one must have the ability to impact the receiver independently and uniquely depending on the culture. When the United States employs a persuasion theory into another culture, the United State must take into account the cultural differences among those receiving the message. Not excluding, cultural norms and behaviors and not limiting to cultural reform and transitions.



Tormala, Z. & Petty, R. (2007). Contextual contrast and perceived knowledge: Exploring the implications for persuasion. Journal of Experimental Social Psychology, 14-30.

Vaidyanathan, R. & Aggarwal, P. (2005). Using commitments to drive consistency: Enhancing the effectiveness of cause-related marketing communications. Journal of Marketing Communications, 11(4), 231-246.