Persuasion - March 4--Attitudes and Persuasion This slide...

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Unformatted text preview: March 4--Attitudes and Persuasion This slide shows that an untrustworthy communicator (such as a criminal) can be at least as persuasive as a trustworthy one (a prosecutor), if the position taken in the message runs counter to self-interest (a criminal advocating more powerful courts). The broader point is that messages that cannot be attributed to the communicators known characteristics are more persuasive. Source: Walster et al., 1966 Subjects read an essay on whether there should be restrictions on the sale of pornography on campus, delivered by a source whose background led them to expect him to favor or oppose such restrictions. The data show that there is more attitude change when prior expectations are disconfirmed (and fewer attributions to the sources background, along with more attribution to the factual evidence. Less bias is also detected with unexpected messages. Even an unlikeable source can be very effective, if that source delivers an (unexpected) message that is desirable to his audience (again, because the message cannot be attributed to the sources characteristics). Because distraction interferes with a persons ability to elaborate (think hard about the...
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This note was uploaded on 10/17/2008 for the course PSYCH 2800 taught by Professor Gilovich,t/regan,d during the Spring '08 term at Cornell University (Engineering School).

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Persuasion - March 4--Attitudes and Persuasion This slide...

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