5 - Persuasion

Persuasion

The process by which a message induces changes in beliefs, attitudes, and behaviors

• Central Route

• Peripheral Route

PATHS of Persuasion (2)

Central Route

Path 1

Central Route

When people are motivated and able to think about an issue —focusing on the arguments

Central Route

People are motivated and able to think about the issue.

• They pay attention to the quality of the arguments (facts, evidence, logic).

• They analyze the message deeply before deciding.

Central Route

If a student is deciding whether to buy a laptop, they might:

• Compare specifications

• Check reviews and evidence

• Think about price vs performance

Central Route

Audience focus on the substance of the message

Central Route

Change is durable and difficult to convert

Peripheral Route

Path 2

Peripheral Route

Rather than noticing whether the arguments are particularly compelling, we might follow the ________ to persuasion —focusing on cues that trigger automatic acceptance without much thinking

Peripheral Route

You buy a product because:

• Your favorite celebrity is promoting it.

• The advertisement looks cool and fun.

Peripheral Route

Audience focus on the visual and surface value of the message

Peripheral Route

Change may last until stronger emotional cues are presented

Central Route

______ processing can lead to more enduring change.

Peripheral Route

Persuasion via the _______ often produces superficial and temporary attitude change

• Communicator

• Message Content

• Channel of Communication

• The Audience

Elements of Persuasion (4)

Communicator

Social psychologists have found that who is saying something does affect how an audience receives it.

Communicator

It’s not just the message that matters, but also WHO says it.

persuaders

Effective _______ know how to convey a message effectively.

• Credibility

• Attractiveness & Liking

What makes one communicator more persuasive? (2)

Credibility

Believability.

• A credible that occurs when an initially discounted message becomes communicator is perceived as effective, as we remember the both expert and trustworthy.

Perceived Expertise

-Knowledgeable

-Speak confidently

Perceived Trustworthiness

-straight in the eye

-not trying to persuade

-argue against their own self-interest

-talk fas

Sleeper Effect

A delayed impact of a message

• that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it.

Sleeper Effect

a message becomes more convincing after some time, even if people did not believe it at first.

Sleeper Effect

Example

You hear advice from someone unreliable or biased, so you ignore it at first.

After some time, you remember the advice but forget the source, and you begin to believe it.

Attractiveness & Liking

Having qualities that appeal to an audience

• Physical Attractiveness

• Similarity

Forms of Attractiveness & Liking (2)

• Authority

• Liking

• Social Proof

• Reciprocity

• Consistency

• Scarcity

6 Persuasion PRINCIPLES:

Authority

People defer to credible experts

Authority

Establish your expertise;

identify problems you have solved and people you have served

Liking

People respond more affirmatively to those they like.

Liking

Win friends and influence people. Create bonds based on similar interests, praise freely.

Social Proof

People allow the example of others to validate how to think, feel, and act.

Social Proof

Use “peer power”

— have respected others lead the way.

Reciprocity

People feel obliged to repay

in kind what they’ve received.

Reciprocity

Be generous with your time and resources. What goes around comes around.

Consistency

People tend to honor their public commitments

Consistency

Have others write or voice their intentions. Don’t say “Please do this by…” instead, elicit a “yes” by asking.

Scarcity

People prize what’s scarce

Scarcity

Highlight genuinely exclusive information or opportunities.

Message Content

It matters not only who says something but also WHAT that person says.

Reason

Well-educated or analytical people tend to respond more to facts, evidence, and logical arguments.

They like to analyze information before deciding.

Emotion

Uninterested or less involved audiences are more influenced by how much they like the communicator

(for example, if the speaker is attractive, friendly, or famous).

One-Sided VS Two-Sided Appeals

Acknowledging the opposing arguments might confuse the audience and weaken the case.

On the other hand, a message might seem fairer and be more disarming if it recognizes the opposition’s arguments

Discrepancy

The effect of a large versus small discrepancy depends on whether the communicator is credible

Discrepancy

The difference between the message and the audience’s opinion,

and its persuasive effect depends on the communicator’s credibility.

Discrepancy

Example

• If a trusted scientist gives an opinion very different from yours, you might consider changing your view.

• If an unreliable person says something very different, you will likely reject it.

Primacy Effect

Other things being equal, information presented first usually has the most influence.

Primacy Effect

Example:

If the first thing you hear about a person is “smart and hardworking,” you may already form a positive impression.

Recency Effect

Information presented last sometimes has the most influence.

• less common than primacy effects.

Recency Effect

Example:

In a debate, the last speaker might be remembered more because their message is the most recent.

Channel of Communication

The way the message is delivered

• whether face-to-face, in writing, on film, or in some other way.

contact

Persuasion studies demonstrate that the major influence on us is not the media but our ____ with people.

2 Step Flow of Communication

Media Influence:

2 Step Flow of Communication

The process by which media influence often occurs through opinion leaders, who in turn influence others

2 Step Flow of Communication

Example

• People see a product advertisement.

• A popular influencer or respected friend (opinion leader) talks about it.

• Others decide to buy the product because they trust that person.

• Age

• Thinking

Characteristics of AUDIENCE:

• Life Cycle explanation

• General Explanation

Age (2)

Life Cycle explanation

Attitudes change because people age and experience different life stages.

General explanation

Attitudes are shaped by historical events experienced by a generation.

• Forewarned is Forearmed

• Distraction disarms counter arguing

• Uninvolved audiences use peripheral cues

Thinking (3)

Forewarned is Forearmed

• If people know in advance that someone will try to persuade them, they are more likely to resist.

• They can prepare counter-arguments ahead of time.

Example:

A student who knows a friend will try to convince them to skip class can plan reasons to say no.

Distraction Disarms Counter-Arguing

• If people are distracted while hearing a message, they cannot think carefully to argue against it.

• This makes them more likely to be persuaded.

Example:

Watching an ad while scrolling social media may make you less critical of the message.

Uninvolved Audiences Use Peripheral Cues

• People who aren’t interested in the topic won’t analyze arguments carefully.

• They rely on simple cues, like how attractive or famous the speaker is.

Example:

Buying a product because a celebrity endorses it, without thinking about its quality.

Need for Cognition

The motivation to think and analyze

Jim Jones

Leader of the “People’s Temple” cult

Jim Jones

• Self proclaimed messiah

• Mass Suicide in 1978

• Jonestown Massacre

• left more than 900 dead

Marshall Applewhite

Heaven’s Gate

Marshall Applewhite

Self proclaimed prophet

• Mass Suicide in 1997

• Hopes of being lifted into space

Hindsight Analysis

it uses persuasion principles to explain,

after the fact, a troubling social phenomenon.

Hindsight Analysis

Explains past social events using persuasion principles, after the fact.

Cult

(also called new religious movement)

• distinctive ritual and beliefs related to its devotion to a god or a person

• isolation from the surrounding “evil” culture

• a charismatic leader

Cult is characterized by: (3)

• Attitudes follow Behavior

• Persuasive elements

• Group Effect

How do cults indoctrinate? (3)

Attitudes follow Behavior

people usually internalize commitments made voluntarily, publicly, and repeatedly.

Compliance breeds Acceptance

means that when people first comply with a request, they may eventually start to truly believe in it.

Compliance breeds Acceptance

Example:

Someone first agrees to help a group, and later they start believing strongly in the group’s cause.

Group Effect / Social Implosion

The cult typically separates members from their previous social support systems

and isolates them with other cult members

Attitude Inoculation

people are exposed to weak attacks on their beliefs

so they can prepare defenses against stronger attacks later.

Attitude Inoculation

Example

Students might hear weak arguments supporting smoking and learn how to counter those arguments. Later, they are less likely to be persuaded to smoke.