Chapter 7 persuassion

Define Persuasion

the process by which a message induces a change in beliefs, attitudes, or behavior

ex: ads & political campaigns

Elaboration Likelihood Model

states that we evaluate persuasion tactics either with automatic or controlled thinking

Two routes to persuasion

peripheral and central route

processing involved with Peripheral route to persuasion

Automatic & low level (system 1)

preferred audience of Peripheral route to persuasion

unmotivated, not analytical, distracted

attitude change of Peripheral route to persuasion

temporary attitude change; spontaneous decision making

ex: placing ads near a cash regiter to attempt to induce the customer to buy product (gum)

attitude change of Central route to persuasion

long lasting attitude change

ex: using facts and data to persuade someone to stop vaping

preferred audience of Central route to persuasion

motivated, involved, engaged, and analytical, high need for cognition

processing involved with Central route to persuasion

controlled (system 2), deliberate, and high level thinking

Associative learning in the peripheral route

ex: Using celebrities in advertisements

Priming in the peripheral route

ex: Promoting good feelings via food (see Janis et al., 1965)

gave ppl food while reading arguments; the good feelings from food may transfer over to the arguments they take in

Effect of arousing fear and disgust in persuasion

can lead to stronger emotional responses and increased motivation to change attitudes or behaviors, particularly when accompanied by effective coping recommendations.

When is arousing fear and disgust MOST effective

when paired with a solution, provied clear patheway on what to do and reduces fear

ex: giving climate change ad that says “stop climate change before it changes u” then telling consumers they can recycle more

How working memory and motivation influence which route we use

Working memory capacity and motivation determine whether individuals engage in central or peripheral processing. High motivation and strong working memory support in-depth processing, while lower motivation may lead to reliance on peripheral cues.

What 4 things makes a communicator more persuasive

credibility, speaking style, trustworthiness, attractiveness/liking

What makes a communicator more persuasive (credibility)

more likely to be influenced by someone we think has perceived expertise or trustworhy

Ex: toothpaste ads stating that their toothpaste is #1 recommened by dentist

What makes a communicator more persuasive (speaking style)

more likely to be influenced by someone who is confident and certain, they speak clear and fluently

Ex: jurors are more influenced by an eyewitness testimoney when the person speaks cleary and confidently

What makes a communicator more persuasive (trustworthiness)

More likely to be influenced by someone perceived as honest and fair/relate or know well

Ex: more likely to be influenced by political candidate who shares our beliefs

What makes a communicator more persuasive (attractiveness/liking)

more likely to be influenced by a communicator who is likeable, physically attractive

ex: Taco Bell and Olivia Rodrigo collaboration to persuade consumers to buy

3 Different types of delivery techniques

The role of vividness & vivid examples; foot-in-the-door vs. door-in-the-face

The role of vividness & vivid examples

more likely to be influenced by smth colorful, insteresting and vivid

foot-in-the-door

tendecy for ppl to agree to a small request followed by a large request

Ex: sign a petition, then ask for a donation to the cause

door-in-the-face

after someone turns down large request, the requester counters w a smaller, more reasonable request

Ex: asking someone to donate $20 to a cause and then asing them to donate $5 after they say no

Two differernt types of agrument structures

one-sided vs. two-sided appeals

one-sided appeal agrument structure

only mentioning “pros” to get someone to do something. Effective if audience already agrees with message

EX: the flu shot boosts your immune system and can protect you from getting sick

two-sided appeal agrument structure

addressing both the “cons” and “pros”. Effective if audience opposes the message/aware of cons

Ex: the flu shot boost your immune system and can protect you frm getting sick, BUT some people do feel side effects

Serial Position Effect

the order in which info is presented affects what we remmeber

ex: milk, eggs, cheese, peppers, apples, chips

Primacy effect

info presented first can influence perception of later information

ex: i can only remmeber milk and eggs bc they were presented at the begining

Receny Effect

information that is presented last is sometimes more effective since it was most recent in memory, less likely to forget more likely to occur when there is a period of time between messages

Ex: i can only remember apple and chips bc they were the most recent in my memory

Coker study - Primacy Effect

participants who read negative reviews first were less likely to book the hotel and liked it less

How AI can be used to persuade against conspiracy theories with facts (i.e., the Debunk Bot; Costello et al., 2024)

participants talk to an AI trained against the conspiracy belief they select. Discussing a consipracy theory with an AI chatbot reduced the strength of the belief, lasted for 2 months

Three ways to try to ensure an audience will be persuadable

anticipate response (prepare counter agruments), manage cognitive load (distract), and match strategy (route) to involvement

define Attitude Inoculation

stregten resistance to persuavice agruments

How the realness of the communication channel influences persuasiveness

the more real a channel is, the more persuasive it tends to be

ex: study used 3 dif cali cities to persuade ppl to avoid coronary heart disease risks , face-to-face contact and in-person were most effective inpersuading participates (Maccody et al. )

How attitude inoculation strengthens resistance to persuasive arguments via counterarguments (McAlister et al)

practice developing counteragruments to weak attacks

Study: goal inoculate 7th graders against smoking tobacco, engaged roleplaying counteragruments, found they had lower rates of smoking

How attitude inoculation strengthens resistance to persuasive arguments via knowledge (Roozenbeek study)

learn about straegies

Study: bad news game (made up misinformationto help players recognize and counteract misinformation, resulting in improved resistance to persuasive messaging. ) learning abt misinforamtion stragetgies to recognize and counter misinformation.