March 25 Persuasion II

March 25 Persuasion II - March 25 Persuasion II...

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March 25 Persuasion I I Communicator – Who says it? Source of credibility – believability of message o Aronson, Turner, & Carlsmith (1963) – participants evaluate stanzas from poems o Read someone else’s evaluation - T.S. Eliot or student at Miss. State Teacher’s College Modest, moderate, or high praise for poem Re-evaluated poem. Did attitudes change? o Participants more likely to change attitude when praise came from T.S. Eliot particularly when high praise was given Indicators of credibility o Speech Pattern – Miller (19760 – fast speakers viewed are more knowledgeable and intelligent More persuasive o Listeners perceive speakers in commercials as more knowledgeable when commercials speeded up without changing pitch Trustworthiness – more persuaded by unbiased people we believe we can trust o Participants judge speeches for either more or less powerful law enforcement Delivered by prosecutor or criminal
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Arguing against self-interest → Criminal arguing for more powerful law enforcement and prosecutor arguing for less powerful law enforcement Attractiveness o We want to agree with those we like o When an object is associated with a likable person, we will like the object (classical conditioning) o
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This note was uploaded on 04/09/2008 for the course PSYCH 360 taught by Professor Butz during the Spring '08 term at UMass (Amherst).

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March 25 Persuasion II - March 25 Persuasion II...

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