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Gender and the Persuasion Schema

A Search for Cognitive Invariants

University of Alberta

Brendan Gail Rule

University of Alberta

This study extends work by Rule, Bisanz, and Kohn (1985) designed to characterize the nature of a persuasion schema. Men and women were given (a) descriptions of situations in which either a man or a woman was attempting to influence a friend or father to achieve various goals and (b) a list of methods identified as being elements of the persuasion schema. Participants rank ordered methods in terms of probable sequence of use by others for these goals and targets. They also rated each method with respect to its social acceptability and the likelihood that they themselves would use it. For all situations described, the sequence of strategy use reported for other people was similar for men and women. In addition, the data on participants' likely use of methods provided evidence that men's and women's expectations about the order in which they themselves would use persuasion strategies are similar. Finally, degree of social approval was related to the sequence of strategy use anticipated for both others and oneself.

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