chapter 7 persuasion

chapter 7 persuasion

Persuasion

• The process of changing beliefs, attitudes, or behaviors through a message.

Persuasion Example:

A political leader uses a speech to persuade citizens to vote for them by highlighting their past achievements and proposing policies that benefit the group.

ostracised

• refers to the social exclusion or rejection of an individual or group from a larger society or community.

When someone is ostracised

• they are deliberately excluded from participation or interaction, often as a form of punishment or social control

Central Route to Persuasion

• Occurs when people carefully think about the message and respond with thoughtful, favorable thoughts.

Central Route to Persuasion Example

A person reads a detailed article about climate change policies and critically analyzes the scientific evidence, forming an opinion based on careful thought and reasoning.

Peripheral Route to Persuasion

• Occurs when people are influenced by superficial cues, like the speaker's attractiveness, rather than the message itself.

Peripheral Route to Persuasion Example

• A person buys a product simply because a celebrity they admire endorses it, without carefully evaluating the product’s features or benefits.

Credibility

• Believability. A credible communicator is seen as both an expert and trustworthy.

Credibility Example:

In a public health campaign, doctors and medical professionals promote vaccination. Because they are seen as experts in healthcare, their messages are more likely to persuade people to get vaccinated.

Sleeper Effect

• When a message is initially discounted but becomes more persuasive over time, as we forget why we ignored it.

Sleeper Effect Example:

A person hears a political argument from a source they initially distrust (e.g., a politician they dislike). Over time, they forget the source but still remember the argument, which eventually influences their opinion.

Attractiveness

• People are more persuaded by communicators who are attractive or similar to them, especially on subjective matters.

Attractiveness Example:

In a study, an attractive person is more likely to persuade others to donate to a cause, especially in situations where the decision is based on personal preference or aesthetics (e.g., fashion or beauty products).

Seven Persuasion Principles (Cialdini)

1. Authority: People follow credible experts.

2. Liking: People respond to those they like.

3. Social Proof: People follow others’ examples.

4. Reciprocity: People feel obligated to return favors.

5. Consistency: People stick to their commitments.

6. Scarcity: People value what’s rare.

7. Unity: People are more likely to say yes to those they see as part of their group.

Example of Seven Persuasion Principles (Cialdini)

1. Authority: A highly respected professor in social psychology persuades students to adopt a new research method due to their expertise in the field.

2. Liking: A person is more likely to agree to a request from a colleague they like and get along with, compared to someone they don't know well.

3. Social Proof: When someone sees that most of their friends are posting on social media about a new restaurant, they are more likely to check it out, assuming it’s a good choice.

4. Reciprocity: A volunteer organization offers small gifts to potential donors, and the donors feel obliged to contribute in return.

5. Consistency: After signing a petition for environmental protection, a person is more likely to continue supporting green initiatives due to their commitment.

6. Scarcity: A limited-time offer for a concert ticket makes people rush to buy it, fearing they’ll miss out if they don’t act quickly.

7. Unity: A political leader emphasizes shared cultural identity with a community, leading people to vote for them because they feel part of the same group.

Foot-in-the-Door Phenomenon

• People who agree to a small request are more likely to agree to a larger one later.

Foot-in-the-Door Phenomenon Example:

A person agrees to sign a petition supporting animal rights. Later, when asked to donate money to the cause, they are more likely to comply because of their prior small commitment.

Lowball Technique

• Once someone agrees to an initial request, they are more likely to comply when the terms are made less favorable.

Lowball Technique Example:

A salesperson offers a customer a discount on a car, and after the customer agrees to buy, the salesperson raises the price with additional fees. The customer still buys because they’ve already committed.

Door-in-the-Face Technique

• After someone refuses a large request, a smaller request is more likely to be accepted.

Door-in-the-Face Technique Example:

A charity worker first asks for a $500 donation, knowing it will be rejected. After the refusal, they ask for a $50 donation, which is more likely to be accepted.

Primacy Effect

• The first information presented is usually the most influential.

Primacy Effect Example:

In a job interview, the first impression made by the interviewee (e.g., confidence and good communication) influences the interviewer's overall opinion, even if later answers are less impressive.

Recency Effect

• The last information presented can sometimes be more influential, but it’s less common than the primacy effect.

Recency Effect Example:

After attending a series of political speeches, the last speech given is the most memorable and has the greatest impact on the voter’s decision, especially if there is a time gap between the speeches.

Channel of Communication

• The way the message is delivered (e.g., face-to-face, writing, video).

Channel of Communication Example:

A persuasive message about voting rights may be more effective when delivered in person at a community meeting (face-to-face) rather than in a pamphlet or advertisement.

Two-Step Flow of Communication

• Media influence happens through opinion leaders, who then influence others.

Two-Step Flow of Communication Example:

Opinion leaders (like popular social media influencers) influence the opinions of their followers. Those followers then share the message with their own circle, spreading influence through a broader network.

Need for Cognition

• The desire to think carefully and analyze information.

Need for Cognition Example:

Someone with a high need for cognition might spend hours reading research articles on social behavior and critically evaluating the evidence, while someone with a low need for cognition might skim through the same content and move on quickly.

Elements of Persuasion

1. Who says it (communicator)

2. What is said (message)

3. How it is said (channel)

4. To whom it is said (audience)

Example of Elements of Persuasion

1. Who says it (communicator): A well-known psychologist explains the benefits of cognitive therapy in a workshop, making the message more persuasive.

2. What is said (message): A charity advertises the importance of mental health awareness with clear, persuasive statistics about its benefits.

3. How it is said (channel): A persuasive message delivered face-to-face might be more effective in a group setting, compared to a printed flyer.

4. To whom it is said (audience): A message promoting sustainable environmental practices is more likely to persuade younger people, who are more concerned about climate change.

Attitude Inoculation

• Exposing people to weak arguments against their attitudes so they can resist stronger attacks later.

Attitude Inoculation Example:

A person hears a mild attack on their belief in climate change, which helps them develop counterarguments. When stronger challenges to their belief arise later, they are better prepared to defend it.

Counterarguments

• Reasons to argue against a persuasive message.

Counterarguments Example:

When presented with a persuasive message about the benefits of social media, someone may argue against it by pointing out its potential negative effects on mental health.

How Persuasion Can Be Resisted

• Developing counterarguments helps resist persuasion.

• Mild challenges can make people more resistant by preparing them for stronger attacks.

How Persuasion Can Be Resisted Example:

A teenager who is frequently exposed to peer pressure might resist persuading messages about smoking by developing strong counterarguments and thinking critically about the long-term consequences.