Lecture 8 -- Persuasion

Lecture 8 -- Persuasion - Persuasion What makes a message...

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Persuasion
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What makes a message persuasive?
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Elaboration Likelihood Model Elaboration Likelihood Model (ELM) Central route – systematic thinking Peripheral route – heuristic thinking Critical determinant – are we motivated/ able to pay attention to the content of the message
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Peripherally vs. centrally-based attitudes Peripherally-based attitudes are: 1. Weaker 2. Less resistant to counterargument 3. Less predictive of actual behavior
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Along the “route,” there are two elements that influence the extent of our attitude change: 1. Source characteristics 2. Message characteristics
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Source characteristics 1. Credibility a. expert b. trustworthy 3. Likeability a. physical attractiveness b. fame c. similarity
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Persuasion Video
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Message characteristics 1. Reason vs. emotion
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Reason vs. Emotion
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Message characteristics 1. Reason vs. emotion – depends on the issue 2. Discrepancy
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Aronson, Turner, & Carlsmith, 1963 1. Participants read a poem and reported their liking for it (most disliked the poem) 2.
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Lecture 8 -- Persuasion - Persuasion What makes a message...

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