Cialdini’s 2009 work illustrates a turkey’s mothering behavior as an example of the “squeaky wheel,” a concept that resonates with how communication functions in my everyday life. I adapt this example to cats. I have one vocal cat and one less vocal cat. Each attempts to convey needs and desires daily. The vocal cat is the squeaky wheel.

When Chester wants something, he makes it known and will not stop yowling until his need is met. It is up to me to determine what he wants: a clean litter box, fresh water or another scoop of food. Food, in particular, is an issue. The bowl can be nearly full, but if there is a hole in the center exposing the bottom, he will yowl until I shake the bowl so the food settles evenly.

The less vocal cat is also adept at getting her way. The only time she meows is for whipped cream, milk or yogurt. Otherwise, she communicates through indirect but audible signals: scratching at the walls, rustling paper or plastic bags on the floor, or positioning herself directly between me and the screen I am trying to read. In my house, the squeaky wheel usually gets the grease, as it likely does in yours. Still, when the quieter cat begins scratching the walls, I stop what I am doing and make sure her needs are met.

Over time, my responses to my cats’ communication have become automated through conditioning. When turkey chicks peep, they receive attention. When my cats vie for mine, I stop and respond.

This brings us to the primary purpose of much of our reading: persuasion and decision-making. To persuade is “to cause someone to do something by asking, arguing or giving reasons, or to cause someone to believe something; to convince,” according to Merriam-Webster.

As I write this, my less vocal cat wants to leave the room. Do I keep working? How long do I continue before she begins scratching the walls? I find the noise intolerable. Do I get up now or finish my thought? There it is — the scratching begins. It is hard to think about anything else. I am inclined to make her wait, but she escalates, seeking another diversion that makes concentration impossible. She circles, looking for something louder, perhaps jumping in front of the laptop and stepping on the keyboard, potentially sending an unintended email to an administrator. My anxiety increases.

If I let her out, I can continue writing. Her needs override all others in my perception. I get up and open the door. She has persuaded me.

“Automatic, stereotyped behavior is prevalent in much human action, because in many cases it is the most efficient form of behaving, and in other cases it is simply necessary” (Cialdini, 2009, p. 7).

Whether verbal or nonverbal, coercion is a powerful persuasive tool. If my cat can convince me to open the door, then I Can’t Believe It’s Not Butter can persuade me that whipped vegetable oil with butter flavoring is acceptable. Greenpeace can persuade someone to donate $200 to save whales. A razor advertisement can convince me it will shave my legs better.

Ironically, the readings emphasize adverse communication outcomes as much as positive ones, particularly in relation to decision-making processes. As René Descartes observed, “One must comprehend an idea before one can assess it” (Gilbert, 1991, p. 108). Persuasion often exploits the lack of time or cognitive space needed to evaluate information fully. In a fast-paced world, the squeakiest message — or the most convenient one — often prevails.

We constantly filter influences and distractions, positive and negative, much like my cats meowing or scratching to fill a food bowl or gain attention. Fortunately, I can choose not to respond destructively. As the readings suggest, responses depend on stimuli and belief systems. My grounding belief is that the animals who live with me depend on my care. My automatic responses reinforce that belief. As Gilbert (1991) notes, beliefs involve both mental representation and positive assessment of meaningful information.

Much of the remaining literature focuses on swaying people from existing beliefs through positive or negative stimuli. Whether individuals are distracted or focused shapes outcomes. Often, it is the shortcut — the automatic response — that determines the result. Opinion, power and compliance operate within this framework.

The conclusion lies in the persuasive power of silence. Silence, over time, can convert opinion. If something is no longer heard, it can fade from awareness.

Alexis de Tocqueville recounts the decline of the French Church in the 18th century, noting that silence played a critical role. Those who retained belief feared isolation more than error and publicly aligned with the majority, giving the appearance of unanimous opinion (Noelle-Neumann, 1984, p. 7).

Do I ignore my cat? No. I respect her needs. But in the context of the Spiral of Silence, if my cats made no sound, I might forget they were there. Under different circumstances, I might not respond at all. From experience, however, when faced with competing demands, disruptive stimuli often prevail. And there you have it: persuasion through interruption.

Bibliography:

Cialdini, R. B. (2009). Influence: Science and practice (5th ed.). Pearson Education.

https://utk.primo.exlibrisgroup.com/permalink/01UTN_KNOXVILLE/bcmt7h/alma9920713700102311

Gilbert, D. T. (1991). How mental systems believe. American Psychologist, 46(2), 107–119. https://doi.org/10.1037/0003-066X.46.2.107

Noelle-Neumann, E. (1984). The spiral of silence: Public opinion, our social skin. University of Chicago Press. https://utk.primo.exlibrisgroup.com/permalink/01UTN_KNOXVILLE/bcmt7h/alma995810820102311

Communication Definition & Meaning—Merriam-Webster. (n.d.). Retrieved February 3, 2022, from https://www.merriam-webster.com/dictionary/communication

Persuade Definition & Meaning—Merriam-Webster. (n.d.). Retrieved February 3, 2022, from https://www.merriam-webster.com/dictionary/persuade