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
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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