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Chapter 7 Outline

Chapter 7 Outline - Chapter 7 Persuasion I Persuasion The...

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Chapter 7 Persuasion I. Persuasion: The process by which a message induces change in beliefs, attitudes, or behaviors A. Persuasion is inevitable and comes from a variety of influences such as: politics, family, school, and religion II. What paths lead to persuasion? A. Central route to persuasion: Occurs when interested people focus on the arguments and respond with favorable thoughts B. Peripheral route to persuasion: Occurs when people are influenced by incidental cues, such as a speaker’s attractiveness III. What are the elements of persuasion? A. The 4 primary ingredients of persuasion: The communicator, the message, how the message is communicated, and the audience. B. Who says? The communicator 1. Credibility: Believability. A credible communicator is perceived as both expert and trustworthy a. Speaker must appear knowledgeable, trustworthy, agreeable, and seem as if they are not trying to persuade the audience 2. Sleeper effect: A delayed impact of a message occurs when an
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