Persuasion2ovweb

Persuasion2ovweb - theory Reality: People are fairly good...

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Persuasion myths and mindless automatic compliance Persuasion 368 Lecture 2
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Automatic Compliance Fixed action pattern: trigger feature
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Compliance trigger features We have trigger features that work to our advantage, except when exploited by compliance seekers. “Civilization advances by extending the number of operations we can perform without thinking about them.” Alfred Whitehead Examples: expensive = good Reciprocation; social proof; consistency; authority; liking; scarcity
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Automatic compliance Our trigger features are not instinct, but learned psychological principles that usually work for us. Activate the trigger feature under the wrong circumstances Example: activating expensive=good when selling less than high quality goods
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Persuasion myths Myth 1: The mass media is all powerful Behaviorism of 1950s and Psychoanalytic
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Unformatted text preview: theory Reality: People are fairly good at resisting Third person effect Myth two People are rational and approach the messages of mass media rationally Information processing model Must attend to message Understand and comprehend message Learn arguments and see them as true Act on arguments when incentive to do so Reality Mass media can have strong effects Repeated exposure and familiarity Produce thoughts consistent with persuaders appeal Education or Propaganda? Where does one end and the other stop? Propaganda- simply wants to change attitudes Education- simply wants to inform and teach EX. Mitt Romney ad; Channel One What is education and propaganda may depend on your values...
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Persuasion2ovweb - theory Reality: People are fairly good...

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