Exam 2- Lecture 6 Flashcards
Persuasion
The process of changing someone’s attitude toward something
Elaboration Likelihood Model (ELM)
Two possible routes to persuasion 1. Central route processing - thinking systematically and evaluating the arguments - effortful processing MUST HAVE: -motivation to pay attention -ability to think about argument
- Peripheral route processing
- influenced by incidental or irrelevant characteristics
- ex. because attractive person gives message, because X made them happy
NOT:
-motivated
-able (e.g., distracted, don’t have time to think about argument)
Use central messages for
Long-lasting attitude change
Use peripheral messages if
Your argument is weak
Use central messages when audience
Is highly uninvolved, motivated, and/or analytical
Use peripheral messages when you audience
Is uninvolved, unmotivated, or not analytical
Yale approach to attitude change
“Who says What to Whom?”
Who: speaker effects
What: message effects
Whom: audience effects
What makes a speaker more persuasive? Speaker effects (Who)
- Credibility
- a combination of expertise (know what they are talking about) and trustworthiness
- > quote source study: to what extent do you agree (told quote either by Thomas Jefferson or Lennon) agreed/ disagreed based upon speaker
- > speaking speed: faster, more expert and smart as long as can still understand - Attractiveness
Exception:
Sleeper effect: delayed impact of a message that occurs when we remember the message but forget the reason for discounting it (the source)
-> b/c reason for discounting is now gone, it is persuasive
Sleeper effect
Exception to the speaker effect
Delayed impact of a message that occurs when we remember the message but forget the reason for discounting it (the source)
-> b/c reason for discounting is now gone, it is persuasive
Message effects (What)
- Message quality
- straightforward, clear, and logical
- explicitly refute the other side
- speak against your own self interest (must be saying because profoundly true)
- -> Prison study: essays for more lenient or harsher sentences, told written either by convicted felon to prosecuting attorney- stronger by convicted was more persuasive/convincing (and opposite was true) - Vividness
- statistics/facts vs. compelling story (more persuasive) - Fear
- could increase motivation OR shut down processing
- -> McGuire’s reception-yeilding model- > right amount of fear- get attention, process message deeper (central route), more persuasive
- > too scary, too intense- shut it out
- best way to use fear appeals:
- > aim for a moderate amount of fear
- > include a solution
McGuire’s reception-yeilding model
- > right amount of fear- get attention, process message deeper (central route), more persuasive
- > too scary, too intense- shut it out
Audience effects (Whom)
- Mood
- a positive mood may lead to greater persuasion- > top-down and bottom-up processing
- Janis et al. (1965)- Pepsi and peanuts study - > reviewed essays and their attitudes
- > those who had snacks rater better
- > top-down and bottom-up processing
- Distraction
- distraction during message presentation may enhance persuasion- > BUT only if people actually receive the message
Resisting persuasion
Be forewarned
Be an expert
Make a public commitment to your position
Have an ally on your position
Attitude inoculation
-> exposing people to weak attacks to their attitudes helps them develop counterarguments (resist big attack better)
Attitude inoculation
-> exposing people to weak attacks to their attitudes helps them develop counterarguments (resist big attack better)
Subliminal
Below the level of conscious awareness
