Week 4 - Persuasive Communication - Persuasive...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Persuasive Communication Dr Caroline Wesson Outline - Models of persuasion - Focus on persuasive communication - Persuasion variables - Resistance to persuasion What is Persuasion? - A process of inducing a person to adopt a particular set of values, beliefs or attitudes - Identifying factors making up such a message is important in social psychology - Early research focused on the information processing model (receive info/process info/response) - Simple model did not account for mixed results. Dual Process Models of Persuasion Elaboration-likelihood Model (ELM) (Petty & Cacioppo, 1981, 1986) - Central route to persuasion - Peripheral route to persuasion Heuristic-Systematic Model (HSM) (Chaiken, 1980, 1987) - Systematic route to persuasion - Heuristic route to persuasion - Central route similar to Systematic route - Peripheral route similar to Heuristic route. Central/Systematic: - Careful scrutiny of information provided - After have done this, if the information is deemed correct, will lead to persuasion via this route. - Takes cognitive effort however, and may be difficult if not motivated to process (Cognitive Misers - Taylor, 1981) Peripheral/Heuristic: - Cues to lead to deicision - Find the quickest route to the possible solution. - Can use previous knowledge of how the argument has gone before. Determinants of Cognitive Effort Elaboration Likelihood:
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
- High - Motivation, Ability to process, persuasive message - Low - Motivation, ability to process, persuasive message.
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern