Георги КарастояновпсихолоГия

на преднамереното влияние

софия, 2012

Всички права запазени. Нито една част от тази книга не може да бъде размножавана или предавана по какъвто и да било начин без изрично-то съгласие на „Изток-Запад“.

© Георги Карастоянов, автор, 2012© Издателство „Изток-Запад“, 2012

ISBN 978-619-152-092-3

За корицата е използвана картина на художника Васил Иванов

ГЕОРГИКАРАСТОЯНОВ

ПРЕДНАМЕРЕНОТОПСИХОЛОГИЯ НА

ВЛИЯНИЕ

На Даф с много любов

7съдържание

Съдържание

увод / 9

1. Модели на преднамерено влияние / 151.1. Поведенческо съгласие.............................................................. 161.2. Убеждаване ................................................................................... 17

1.2.1. Същност на убеждаването ............................................ 171.2.2. Теории за убеждаването ................................................ 23

1.3. Пропаганда ................................................................................... 48

2. Когнитивно-преживелищната теория за Аза на Сиймор Eпщайн / 65

2.1. Предпоставки и развитие на Когнитивно-преживелищната теория за Аза .............................................. 65

2.2. Преживелищна и рационална система ................................. 742.3. Съдържание на преживелищната система ......................... 102

2.3.1. Базисни потребности ................................................... 1022.3.2. Имплицитни вярвания ................................................. 108

3. Техники за преднамерено влияние, използвани за постигане на поведенческо съгласие / 121

3.1. Исторически преглед на изследването на техниките за постигане на поведенческо съгласиe .............................. 121

3.2. Когнитивна манипулация ....................................................... 130

3.3. Емоционална манипулация .................................................... 1373.4. манипулация на средата ......................................................... 142

4. Техники за преднамерено влияние, използвани за убеждаване и преодоляване на съпротивите / 149

4.1. Алфа-техники за убеждаване ................................................. 1524.2. Съпротиви срещу убеждаване .............................................. 1614.3. Омега-техники за убеждаване и намаляване на

съпротивите ............................................................................... 1664.4. Използване

на наратив като техника за убеждаване .............................. 176

5. Принципи и техники за преднамерено влияние, използвани за пропаганда / 191

5.1. Принципи на пропагандата ................................................... 1925.2. Седемте техники на

Института за анализ на пропагандата ................................ 2045.3. Други техники за пропаганда ................................................ 2135.4. Психологическо рамкиране (фрейминг) ........................... 223

6. Индивидуални различия и преднамерено влияние / 237

6.1. Индивидуални различия, свързани с доминиращата система за преработка на информацията и влиянието им върху процеса на преднамерено влияние .................... 241

6.2. Индивидуални различия, свързани със задоволяване на главните базисни мотивационни тенденции – хедонистичен принцип и контрол на възбудата и влиянието им върху процеса на преднамерено влияние .......................... 244

6.3. Индивидуални различия, свързани с подчинените базисни потребности и влиянието им върху процеса на преднамерено влияние .................... 2506.3.1. Индивидуални различия, свързани

с потребността от знание .......................................... 2506.3.2. Индивидуални различия, свързани

с мотивацията за поддържане на консистентна личностна концептуална система ........................... 259

6.3.3. Индивидуални различия, свързани с потребността от социална включеност .............. 270

6.3.4. Индивидуални различия, свързани с потребността от висока самооценка и самоутвърждаване .............. 275

Заключение ......................................................................279

Бележки ...........................................................................287

Contents ...........................................................................319

Summary ...........................................................................323

10 Георги Карастоянов v Психология на преднамереното влияние

11Psychology of Intentional Influence Georgi Karastoyanov

Psychology of Intentional Influence

Georgi Karastoyanov

Contents

Introduction / 9

1. Models of Intentional Influence / 151.1. Compliance gaining ..................................................................... 161.2. Persuasion ...................................................................................... 17

1.2.1. The Concept of Persuasion ............................................. 171.2.2. Theories of Persuasion ..................................................... 23

1.3. Propaganda .................................................................................... 48

2. Cognitive-Experiential Self Theory developed by Seymour Epstein / 65

2.1. Preconditions and development of the Cognitive-Experiential Self Theory .............................. 65

2.2. Experiential and rational systems .............................................. 742.3. The content of the experiential system .................................. 102

2.3.1. Basic needs ....................................................................... 1022.3.2. Basic beliefs ...................................................................... 108

12 Георги Карастоянов v Психология на преднамереното влияние

3. Intentional Influence Techniques used for Compliance gaining / 121

3.1. Historical review of Compliance gaining techniques research. ............................. 121

3.2. Cognitive manipulation ............................................................ 1303.2. Emotional manipulation ........................................................... 1373.3. Manipulation of the environment ........................................... 142

4. Intentional Influence Techniques used for Persuasion and overcoming resistance / 149

4.1. Alpha techniques for Persuasion ............................................. 1524.2. Resistance to Persuasion ........................................................... 1614.3. Omega techniques

for Persuasion and overcoming resistance ............................ 1664. 4. Narrative ...................................................................................... 176

5. Principles and techniques for Intentional Influence used for Propaganda / 191

5.1. Principles of Propaganda .......................................................... 1925.2. Seven techniques

of The Institute for Propaganda Analysis .............................. 2045.3. Other techniques for Propaganda ........................................... 2135.4. Framing ......................................................................................... 223

6. Individual differences and Intentional Influence / 2376.1. Individual differences relevant

to experiential and rational processing and their impact on the Intentional Influence process ....... 241

13Psychology of Intentional InfluenceGeorgi Karastoyanov

6.2. Individual differences relevant to the two super-ordinate basic needs: the hedonic principle and the need to control arousal, and their impact on the Intentional Influence process ...................................... 244

6.3. Individual differences relevant to the four subordinate basic needs and their impact on the Intentional Influence process ...................................... 2506.3.1. Individual differences

relevant to the need for knowledge ............................. 2506.3.2. Individual differences

relevant to the need to maintain a stable and coherent conceptual system ................... 259

6.3.3. Individual differences relevant to the need for relatedness ............................. 270

6.3.4. Individual differences relevant to the need for self-esteem............................. 275

Conclusion / 279

Notes / 287Summary .............................................................................................. 323

Summary

The monograph presents the Theory of Intentional Influence.In the first chapter, a three component model of intentional

influence is proposed.Compliance gaining or intentional influence aims to

change only behaviour and in its hard forms it could be named psychological coercion. „Believe what you want, but do what I say.“

Persuasion or intentional influence aims to change behavior by changing attitudes. „Like what I want, then do it!“

Propaganda or intentional influence aims to change behavior by changing beliefs or ideology „Believe what I say, then behave accordingly“. (Believe in the world I describe to you then behave according that world’s rules).

The second chapter is devoted to cognitive-experiential self-theory (CEST) as a global theory of personality that coherently integrates the most important insights from the classic theories of personality such as self phenomenological theory, learning theory, cognitive theory, psychoanalytic theory, and emotions theory. The Freudian maladaptive unconscious is substituted for an adaptive unconscious which is an associative, automatic learning system, mediated by affect that humans share with other higher order animals that have adapted successfully to it over millions of years of evolution. The system is referred to as an „experiential system“ because it adapts by learning from experience empirically. Humans also uniquely process information with a „rational system,“ which is a verbal reasoning system. The two systems operate by different rules

16 Георги Карастоянов v Психология на преднамереното влияние

and attributes. They operate in parallel and are bi-directionally interactive, both simultaneously and sequentially. Although the systems usually operate in harmony and often synergistically, they also may conflict with each other and otherwise interfere with each other’s performance. The influence of the experiential system on the rational system can account for the irrationality of humans, particularly when attempting to influence them intentionally because experiential processing biases their rational processing.

The access to the experiential system with its attributes (such as automatic, preconscious, rapid, effortless, holistic, concrete, associative, primarily nonverbal, and minimally demanding of cognitive resources) was regarded as a highway to the process of intentional influence.

According to CEST developed by Seymour Epstein, there are two super-ordinate basic needs, the need to behave according to the hedonic principle and the need to control arousal, and there are four subordinate basic needs: the need for sensory pleasure and the avoidance of sensory discomfort, the need to maintain a stable and coherent conceptual system, the need for relatedness, and the need for self-esteem. All the sub-ordinate basic needs are assumed to vary along two dimensions, a bipolar dimension of positive versus negative affect and a unipolar dimension of degree of cortical excitation. What follows from this assumption is that each sub-ordinate basic need is associated with some kind of positive and negative affect.

The four subordinate basic needs are sources of four corresponding basic beliefs. Рeople acquire implicit basic beliefs based on their experiences regarding the fulfillment and frustration of their basic needs. When a basic need is fulfilled, it is accompanied by positive affect and when its fulfillment is frustrated, it is accompanied by negative affect. Because of the super-ordinate hedonic principle, people automatically attend to whatever is associated with the fulfillment and frustration of their

17Summary

basic needs. As a result, they develop basic beliefs corresponding to each of the basic needs. These basic beliefs along with the four basic needs are considered among the most important constructs in an implicit theory of reality. Because of their dominant and central position and their corresponding influence on an extensive network of lower order beliefs, should any of the subordinate basic beliefs be invalidated, the entire conceptual system would be subject to destabilization and the person would experience intense anxiety.

In the next three chapters, there are presented and explained, from the CEST view, the psychological processes relevant to the techniques used in those three models of intentional influence.

Compliance gaining techniques are discussed as a result from cognitive manipulation (alter casting, manipulation of the rela-tionship between cause and effect, conditioning), emotional ma-nipulations (fear and guilt) and manipulation of the environment (provoking conformity or obedience).

In the fourth chapter, an approach-avoidance model is used to argue that there are two fundamentally different ways to create change, two different strategies for promoting movement toward some goal via persuasion. Alpha techniques promote change by activating the approach forces, thereby increasing the motivation to move toward the goal or to increase the attractive features of the alternative by making the messages more persuasive, increasing source credibility, providing consensus information, emphasizing scarcity, engaging a norm of reciprocity, emphasizing consistency and commitment. In contrast, Omega techniques promote change by minimizing the avoidance forces, thereby reducing the motivation to move away from the goal by means of persuasion or to decrease the negative features of the alternative. Dr Knowles’ research has identified three basic sources for resistance that impede persuasion and compliance. These are:

(a) resistance to the influence attempt, also known as „reactance“,

18 Георги Карастоянов v Психология на преднамереното влияние

(b) resistance to the proposal, also known as „skepticism“,(c) resistance to change, also known as „inertia.“Proper techniques to overcome each type of resistance are

analyzed.The last section of the chapter describes narrative persuasion

as a powerful means to communicate with the experiential system and to overcome resistance by reducing the amount and effectiveness of counterarguing or logical consideration of the message and increasing identification with the characters in a story. Narratives are viewed as highly appealing and comprehensible to the experiential system because they are emotionally engaging and represent the unfolding of events in the same sequence in which they occur in real life.

In the fifth chapter, the principles of propaganda campaign are discussed from different views. There are presented the The Seven classical techniques discovered by famous Institute for Propaganda analysis (card stacking, name calling, glittering generality, transfer, testimonial, plain folks, and bandwagon), as well as other devices such as contextualization, nuance elimination, fear appeals, cynicism, and traps. Framing is discussed as a „pre-persuasion“ or „pre– propaganda“ technique, which includes the framing of a debate before the debate itself begins. Choosing the correct frame is like a battlefield commander choosing the time and location of an attack, with all the advantages that such control affords. It is argued that most of the presented techniques are cognitive or emotional manipulation of perceptions because of the experiential processing of information.

The last chapter in the monograph presents the individual differences in intentional influence. It is organized around preferences in experiential or rational processing of information and super-ordinate and subordinate basic motives that govern human thought and action.

In conclusion, it is assumed that intentional influence is effective when the influence attempts (massages):

19Summary

¤ appeal to the experiential system;¤ are consistent with basic human needs;¤ do not attack implicit basic beliefs;¤ match to the individual differences;¤ apply proper intentional influence techniques or use

experiential procedures in ways that keep people from effective reasoning using their rational system.