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Persuasion Persuasion

Persuasion - PowerPoint Presentation

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Uploaded On 2016-06-16

Persuasion - PPT Presentation

Social Psychology Persuasion The direct attempt to influence or change other peoples attitudes Persuasion Elaboration likelihood model a model suggesting that attitudes can change through evaluation of the ID: 364356

salesman persuasion buyer car persuasion salesman car buyer route model peripheral affects persuasiveness argument change central audience message interested likelihood elaboration attitudes

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Slide1

Persuasion

Social PsychologySlide2

Persuasion

The direct attempt to influence or change other people’s attitudesSlide3

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) Slide4

Persuasion

Central route of persuasion

-

the listener focuses on the content of the

product.

Uses evidence

&

logical

arguments

Slide5

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.” Slide6

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 Slide7

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!!!!!!” Slide8

Changing Attitudes with Persuasion

Social PsychologySlide9

What affects the persuasiveness of an argument?

The

Communicator (source)

Credibility

Expertise

Physical

attractiveness

Similar

to audience in age, ethnicity, etc. Slide10

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 RouteSlide11

Emotional AppealsSlide12

What affects the persuasiveness of an argument?

The Medium (

how?)

TV

most widespread

Face

-to-face very effective, esp. in politics Slide13

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