SOCIAL INFLUENCE: PERSUASION

Persuasion

• The science of getting what you want

• Change in a private attitude or belief as a result of receiving a message

Pervasive Persuasion

Persuasive appeals are everywhere in our daily lives

The Communicator (Persuader)

Person doing the persuasion

Halo effect

When a trait of the person or thing is used to make an overall judgement of that person or thing

The Message (Points/Arguments)

The goal is to get people to believe that a message makes sense so that they will follow it

Central Route

• focuses on logical arguments by using data from statistics or testimonies

• People want their decisions to be based on facts to avoid being fooled or scammed

Peripheral Route

focusing on cues that trigger automatic acceptance without much thinking

Mixed (Central & Peripheral)

Combining logical strategies and emotional appeal

Sleeper effect

A delayed impact of a message that occurs when an initially discounted message becomes effective, such as we remember the message but forget the reason for discounting it. (source amnesia)

Primacy effect

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

Recency effect

Information presented last sometimes has the most influence. Recency effects are less common than primacy effects

The Channel

How a message is delivered

Availability heuristic

a mental shortcut that relies on immediate examples that come to a given person's mind when evaluating a specific topic, concept, method, or decision