Persuasion%20-%20Chapt%207

Persuasion%20-%20Chapt%207 - Two Routes to Persuasion The...

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Unformatted text preview: Two Routes to Persuasion The Elements of Persuasion Case Studies in Persuasion: Cult Indoctrination 1. Fear-arousing messages are generally ineffective. 2. Speakers who talk fast are viewed as less credible than those who talk with occasional hesitation. 3. In a debate, it is usually advantageous to be the last to present your side of the issue. 4. In actual fact, television commercials for products have little effect on the buying habits of the general public. 5. People’s attitudes change considerably during adulthood. 6. One way to strengthen existing attitudes is to challenge them. 7. Associating a message with the good feelings one has while eating or drinking makes it more convincing. 1. Fear-arousing messages are generally ineffective. 2. Speakers who talk fast are viewed as less credible than those who talk with occasional hesitation. 3. In a debate, it is usually advantageous to be the last to present your side of the issue. 4. In actual fact, television commercials for products have little effect on the buying habits of the general public. 5. People’s attitudes change considerably during adulthood. 6. One way to strengthen existing attitudes is to challenge them. 7. Associating a message with the good feelings one has while eating or drinking makes it more convincing. The process by which a message induces change in beliefs, attitudes, or behaviors. Good or bad? ◦ “Education” vs “Propaganda” Social psychology asks: ◦ What leads to attitude change? ◦ What factors affect persuasion? ◦ How do we maximize the effectiveness of persuasion? Persuasion is like erosion Persuasion leads to action assuming a sequence of “hurdles” have been passed. Clearing hurdles Increased persuasion 1. Central Route ◦ Persuasion that occurs when interested people focus on the arguments and respond with favorable thoughts. 2. Peripheral Route ◦ Persuasion that occurs when people are influenced by incidental cues, such as a speaker’s attractiveness. Central Peripheral Central ◦ People are thinking deeply ◦ Attitude change more likely to “stick” ◦ Resistant to change ◦ Influences behavior ◦ BUT… requires time and effort Peripheral ◦ Not as effective but more likely ◦ Rely on heuristics (EX: trust experts and friends)...
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This note was uploaded on 03/06/2011 for the course SOP 3004 taught by Professor Dr.pamelad.hall during the Spring '08 term at FIU.

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Persuasion%20-%20Chapt%207 - Two Routes to Persuasion The...

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