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Persuasion

Persuasion. Social Psychology. Persuasion. The direct attempt to influence or change other people’s attitudes. Persuasion.

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Persuasion

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  1. Persuasion Social Psychology

  2. Persuasion • The direct attempt to influence or change other people’s attitudes

  3. Persuasion • Elaboration likelihood model- a model suggesting that attitudes can change through evaluation of the content of a persuasive message (central route) or by irrelevant persuasion cues (peripheral routes)

  4. Persuasion • Central route of persuasion- the listener focuses on the content of the product. • Uses evidence & logical arguments

  5. Elaboration Likelihood Model Buying a Car--Focusing on the Central Route of Persuasion • Salesman: “how can I help you?” • Buyer: “I am interested in this Dodge Charger. What kind of gas mileage does it get?” • Salesman: “Great mileage! Let me show you a picture of my family.” • Buyer: “Nice picture, but I am more interested in what kind of an engine and turn ratio does this car have?” • Salesman: “The best car in the world when it comes to hemi power.”

  6. Persuasion • Peripheral route of persuasion- the listener focuses on the tone of person’s voice, their excitement- indirect; tries to link person/product/idea with something positive or negative

  7. Elaboration Likelihood Model Buying a Car Focusing on the Peripheral Route of Persuasion • Salesman: “How can I help you?” • Buyer: “I am interested in this Dodge Charger.” • Salesman: “Do you have any kids?” • Buyer: “No” • Salesman: “I will tell you, this car attracts the women!!!” • Buyer: “Really?” • Salesman: “I love this car, it will turn back the aging process 20 years.” • Buyer: “Really?” • Salesman: (High fives the buyer) “you are meant to drive this car!!!!!!”

  8. Changing Attitudes with Persuasion Social Psychology

  9. What affects the persuasiveness of an argument? • The Communicator (source) • Credibility • Expertise • Physical attractiveness • Similar to audience in age, ethnicity, etc.

  10. What affects the persuasiveness of an argument? • The Message • Repeated exposure • Clear, convincing, logical • Central route • Emotional appeals • Based on a strong emotion, not logic • Especially fear • Peripheral Route

  11. Emotional Appeals

  12. What affects the persuasiveness of an argument? • The Medium (how?) • TV most widespread • Face-to-face very effective, esp. in politics

  13. What affects the persuasiveness of an argument? • The Audience • Attitude change more likely when new attitude isn’t too different • Openness to change is related to age & education • Audience should find message personally important

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