Persuasion

psy 104s exam 2

The Elaboration Likelihood Model

how people are persuaded and how their attitudes change— two routes of persuasion

Central route persuasion

people carefully think about the message and evaluate the quality of the arguments (facts, evidence, and logic)

Peripheral route persuasion

People are persuaded by surface-level details (speaker's attractiveness, popularity, reputation, or confidence— weaker, more temporary attitude changes)

Cognitive dissonance

when our beliefs, thoughts, or actions contradict each other, creating an uncomfortable feeling

Aronson & Mills— Effort justification paradigm

2 groups of women undergo a process to join a group— the group that underwent embarassing process convinced themselves that the group was more interesting than it actually was

Festinger & Carlsmith— Insufficient justification paradigm

Participants completed a boring task, one group for 1$ and another group for 20$. The group that was paid 1$ convinced themselves that the task was enjoyable because that amount of money wasn’t enough to justify lying. The other group, did lie because 20$ seemed like enough to justify lying.

New Look Model

Dissonance is stronger when people feel responsible for causing a negative outcome.