Persuasion – Chapter 5

Definition of Persuasion

Where an argument or information communicates a message that results in a change in beliefs, attitudes, or behaviours.

Communication-Persuasion Paradigm

The Source -> The Message -> The Target -> The Response

The Source

Credibility of the source; expert, likeable, attractive, trustworthy

The Message

Fact, emotion, discrepant message, relationship between credibility of source and discrepancy of message

The Target

Factors that may impact whether the target is persuaded; intelligence, degree of involvement, personality, degree of focus/distraction

Central Routes of Persuasion

Uses the rational mind, explicit, and reflective. Occurs when people focus on the argument and respond with favourable thought using evidence and logic.

Peripheral Routes of Persuasion

Not rational; Through heuristics, implicit and automatic. Occurs when people are influenced by incidental cues like the speaker's attractiveness, or through fear.

Compliance

Publically acting in accord with social pressure while privately disagreeing.

Why People Comply

'Do as you are told', through threats/promises (reward vs punishment), magnitude and credibility (how big threat/reward) (will the person actually do it?)

Hierarchy of Credibility

Scientists, Politicians, Activists, Celebrities

Obedience

Recognition of a social system (authority figures). We all follow rules of authority. Not through reward, but fear of punishment.

Authority

Authority must be accepted, "civil order hinges on obedience...", Milgram's experiment.

Primacy Effect

Information presented first is easier to remember and most persuasive.

Recency Effect

Information presented last sometimes influences us most because we remember it more - less common.

Sleeper Effect

Delayed impact of message because over time, we remember the message and forget about the source - effective when based on beliefs.

Resistance 'Types'

Inoculation, Forewarning, Reactance

Inoculation

Exposure to weak arguments makes it easier for us to come up with counter-arguments

Forewarning

Target is warned beforehand that someone will try to persuade them, we resist since we know that's their intention

Reactance

"boomerang effect" when target gives a 180 to what source wanted, comes from a reaction of "don't tell me what to so", motivates us to protect or restore our sense of freedom when our freedom of action is threatened