Persuasion2 - Chapter 7 Persuasion (Day 2) Chapter 7...

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Unformatted text preview: Chapter 7 Persuasion (Day 2) Chapter 7 Persuasion Persuasion: the process by which people's minds are changed. When are peripheral routes most persuasive? When are peripheral routes most persuasive? When the issue is unfamiliar. When are peripheral routes most persuasive? When the issue is insignificant or trivial. Five proven facts about persuading people to buy "insignificant" items: 1. Ads with the words "quick, new, easy, improved, amazing, or introducing" sell better. Five proven facts about persuading people to buy "insignificant" items: 2. Merchandise on shelves at eyelevel sells best. Five proven facts about persuading people to buy "insignificant" items: 3. Ads using animals, babies, or sex sell better than ads using cartoons or historical figures. Five proven facts about persuading people to buy "insignificant" items: 4. Stuff at the end of the aisle or close to checkout stand sells better. Five proven facts about persuading people to buy "insignificant" items: 5. Bundle pricing (2 for $1 rather than 50 cents each) sells more. More on "trivial" persuasion: Giving a reason (even a stupid one) for a request makes a difference. : Langer's "I need to make copies" study. When are central routes most persuasive? When the issue is important. Famous 1981 study conducted by Richard Petty at MU: Q: What does it take to get students to agree that a graduation exam is a good idea? Famous 1981 study conducted by Richard Petty at MU: Design: A 2 (Sub's involvement: low vs. hi) x 2 (Source's credibility: low vs. hi) x 2 (Argument's quality: low vs. hi). Dependent measure: Post-message Attitude towards required graduation exams. Famous 1981 study conducted by Richard Petty at MU: Famous 1981 study conducted by Richard Petty at MU: In words: strong arguments convinced students that graduation exams might be a good idea, but only when the students had a stake. When they didn't have a stake, expert opinion was most persuasive. Famous 1981 study conducted by Richard Petty at MU: Petty's results can be explained by assuming that people are "cognitive misers," who only think as much as they have to. Famous 1981 study conducted by Richard Petty at MU: Note: Petty study provides great examples of "interaction effects." The result depended on the combination of two or more factors. Famous 1981 study conducted by Richard Petty at MU: Fun (?) activity: Design the ideal persuasive statement to convince me you should all get an A in this class! - Consider source credibility, listener involvement, and argument quality. Central route is better for creating lasting change. But, it is harder to pull off. Shown another way: Back to the four influences on persuasion: TO WHOM: The young are more easily persuaded. TO WHOM: So are distracted, uninterested, or unprepared audiences. One particular vulnerability of the young: more easily persuaded to join cults! Remember the Heaven's Gate cult... Starting your own cult: 1. Be credible, attractive Starting your own cult: 2. Focus on the young, middle-class Starting your own cult: 3. Use the foot-in-door technique (escalating requirements) Starting your own cult: Starting your own cult: 4. Cut them off from their past Starting your own cult: 5. Use initiation rites Q: How can we protect ourselves (and others) from harmful persuasion techniques? One A: Use "attitude inoculation" techniques. One A: Use "attitude inoculation" techniques. - Expose people's current (positive) attitudes to weak attack. One A: Use "attitude inoculation" techniques. I.e., - Challenge their beliefs - Help them develop counterarguments One A: Use "attitude inoculation" techniques. - Like a vaccine, this strengthens the desired attitude and trains the person to resist stronger attacks and persuasion attempts. Real-life applications: Attitude Inoculation programs Inoculating children against peer pressure ("just say no") Real-life applications: Attitude Inoculation programs Inoculating children against advertising Example intervention program: ...
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