The elements of Persuasion Part II

The elements of Persuasion Part II - The elements of...

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The elements of Persuasion: o Primacy Effect Other things being equal, information presented first usually has the most influence Recency effect: information presented last sometimes has the most influence; however, recency effects are less common than primacy effects o Asch- primacy and recency Asch presented students with a description of someone as “intelligent, industrious, impulsive, critical, and envious” students rated person more positive than when the words were switched around Primacy effect- first message is more persuasive Recency effect- if time gap separates the presentation, the result will likely be a recency effect in which the second message prevails o The communication Channel Active, face-to-face appeals Strengthens attitude; especially when self- aware/feel responsible Help strengthen attitudes, rooted in our own experience Repetition, rhyming, familiarity of a statement serves to increase its fluency and believability Print media effective for complex messages
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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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The elements of Persuasion Part II - The elements of...

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