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Persuasion - PERSUASION PSY 102 Social Psychology...

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PERSUASION Instructor: Courtney Gosnell PSY 102: Social Psychology
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Outline Everyday Persuasion Models of Persuasion Compliance Techniques Indoctrination & Inoculation
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Persuasion 1. Who has tried to persuade you in the course of your everyday life? 2. Who have you tried to persuade in the course of your everyday life?
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Persuasion in everyday life Did you list more for #1 or #2? Rule et al. (1985) found that people recalled more people trying to persuade them than people they tried to persuade
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Persuasion in everyday life (Rule et al., 1985) What are people persuading others about? Obtaining information; object; permission Getting someone to do favor/help; engage in an activity Changing someone’s opinion Buying or selling something Changing an existing relationship Changing someone’s personal habit(s) Helping a third party Getting someone to do something against their self- interest
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Elaboration Likelihood Model Yale Model of Persuasion Models of Persuasion
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Elaboration Likelihood Model (Petty & Cacioppo, 1986) An explanation of the two ways in which persuasive communications can cause attitude change: centrally or peripherall y *Video from book website*
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Two routes to persuasion Central route: People elaborate on a persuasive communication, listening carefully to and thinking about the arguments. Occurs when people have both the ability and motivation to listen carefully and think about the argument Compelling arguments evoked enduring persuasion Often longer-lasting
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Two routes to persuasion Peripheral route: The case whereby people do not elaborate on the arguments in the persuasive communication but are instead swayed by peripheral cues (e.g., surface cues).
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