Persuasion Flashcards
What is Persuasion?
Persuasion is the process by which a message induces a change in belief, attitude, or behavior (Myers et al., 2010). Can be regarded as education or manipulation.
What is the persuasion process?
To successfully manipulate, a person must pay attention to the message, understand it, believe it, remember it, and behave accordingly (Rabbi Abraham Herschel, 1961).
Persuasion limitations?
Persuasion can be consequential in terms of behavior toward individuals; for example: the Nuremberg trials
What are the factors involved in persuasion?
The four main factors of persuasion are the communicator, the content of the message, the channel of communication, and the audience (Hovland et al., 1949).
the Communicator role?Limitation?
They have to be seen as credible through the way they talk and act. As well as being attractive and likable by being similar (subjective preference).
Limitation -
a. effect of credibility diminishes over time.
b. being dissimilar can be more persuasive than a similar non-expert (Objective reality). (Goethals and Nelson, 1973)
Content of “the message role”?
The content preference will vary depending on the audience type; for example: if educated we use a more logical message, if less educated we use an emotional path mainly associated with good, positive feelings. Unless we use fear-evoking messages that are effective in preventing unwanted behavior. (Sherif & Hovland, 1961)
The Social Judgement Theory
Implies that differing messages are less persuasive but not when they come from a credible source.
Primacy and Recency effects?
the primacy effect is used when two messages are given before giving time to respond.
The recency effect is used they wait to send the second message a while after sending the first one. (Miller & Campbell, 1959)
The channel of communication role?
shows Each situation requires a different form of communication to be most effective. And is important to have both personal and media communication (Eldersveld and Dodge, 1954).
The audience role?
adds distractions To avoid counterarguments from the audience.
Limitation - But it can also be good to have people think about the message; it can either increase persuasiveness or weaken it.
What is the elaboration likelihood model?
Suggests two different routes to persuasion, Attitude (central path) or behavior (peripheral path) influenced by the level of cognitive processes depending on motivation. For successful persuasion, they rely on the quality of the message and persuasion cues. (Petty and Cacioppo, 1986)
Uni Model Of Persuasion
argues that the central and peripheral routes are aspects of a single path of persuasion (Kruglanski and Thompson, 1999).
Cults
Cults are formed groups where members may be persuaded to give up their income, freedom, and even their lives. For example: Applewhite’s Heaven’s Gate cult
Foot-in-the-door phenomenon ?
Where people are persuaded by cult leaders to comply with a small task, and then move on to a larger one.
‘Low-balling’ technique?
where people agree to an attractive deal and then gradually raises the charge, which makes it more difficult for members to change their minds due to prior commitment. (Cialdini et al., 1978)
