Elements of Persuasion Review

Elements of Persuasion Review - Review Elements of...

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Review Elements of Persuasion: Persuasion Principles: o Authority Credible expert o Liking Like the person o Social proof “peer power” o Reciprocity Feel obligated to repay in kind what they’ve received o Consistency Honor public commitments o Scarcity Prize what’s scarce Communicator o Credibility- believability, credible communicator perceived as expert and trustworthy o Sleeper effect- delayed impact of a message that occurs when an initially discounted message becomes effective, remember message but forget reason for discounting it o Perceived expertise- ‘knowledgeable’ say things audience agrees with o Perceived trustworthiness- get audience to believe they aren’t being persuaded, speaker argues against his self interest o Attractiveness- having qualities that appeal to an audience Persuasive on matters of subjective preference Message Content o Reason vs. emotion Reason- well educated, analytical, involved audience
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This note was uploaded on 03/16/2011 for the course PSYCH 12 taught by Professor Stock during the Fall '10 term at GWU.

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Elements of Persuasion Review - Review Elements of...

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