SOCPSY - 7 PERSUASION

Persuasion

Process by which a message induces change in beliefs, attitudes, or behaviors.

Central route

Occurs when interested people focus on the arguments and respond with favorable thoughts.

Peripheral route

Occurs when people are influenced by incidental cues, such as a speaker’s attractiveness.

Credibility

Perceived expertise and trustworthiness.

Attractiveness and liking

Having qualities that appeal to an audience.

Foot-in-the-door phenomenon

If one want people to do a big favor, one should get them to do a small favor first.

Lowball technique

People who agree to an initial request will often still comply when the requester ups the ante. People who receive only the costly request are less likely to comply with it.

Door-in-the-face technique

After someone first turns down a large request, the same requester counteroffers with a more reasonable request.

Primacy effect

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

Recency effect

Information presented last sometimes has the most influence; less common.

Channel of communication

The way the message is delivered— whether face-to face, in writing, on film, or in some other way.

Life cycle explanation

Attitudes change (for example, become more conservative) as people grow older.

Generational explanation

Attitudes do not change; older people largely hold onto the attitudes they adopted when they were young. Because these attitudes are different from those being adopted by young people today, a generation gap develops.