CHAPTER 7: Persuasion

Persuasion

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

central route to persuasion

occurs when interested people focus on the arguments and respond with favorable thoughts (explicit)

peripheral route to persuasion

occurs when people are influenced by incidental cues, such as a speaker's attractiveness (implicit)

credibility

Believability. A credible communicator is perceived as both expert and trustworthy.

sleeper effect

a delayed impact of a message that occurs when an initially discounted message becomes effective, such as we remember the message but forget the reason for discounting it

attractiveness

Having qualities that appeal to an audience. An appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference.

foot-in-the-door phenomenon

-the tendency for people who have first agreed to a small request to comply later with a larger request

-SMALL REQUEST-->LARGE REQUEST

lowball technique

-A tactic for getting people to agree to something. 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.

-CHEAP REQUEST --> COSTLY REQUEST

door-in-the-face technique

-a strategy for gaining a concession. after someone first turns down a large request, the same requester counteroffers with a more reasonable request

-LARGE REQUEST --> DENIAL --> SMALL 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. Recency effects are less common than primacy effects.

channel of communication

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

two-step flow of communication

the process by which media influence often occurs through opinion leaders, who in turn influence others

need for cognition

The motivation to think and analyze. Assessed by agreement with items such as "The notion of thinking abstractly is appealing to me" and disagreement with items such as "I only think as hard as I have to."

attitude inncoluation

exposing people to weak attacks upon their attitudes so that when stronger attacks come, they will have refutations available

Counter argument

reasons why a persuasive message might be wrong

What paths lead to persuasion?

-Central route to persuasion

-Peripheral route to persuasion

What are the elements of persuasion?

1. THE COMMUNICATOR: credibility, perceived expertise, trustworthiness, attractiveness, speaking style

2. THE MESSAGE: Reason vs emotion, inducing good feelings, inducing fear to discourage behavior, fear-->solution-->sell, foot in the door, lowball, door in the face, two sides messages (acknowledging opposing arguments), primacy, recency.

3. HOW THE MESSAGE IS COMMUNICATED: face to face (works best), print media (best for complex message, central route), mass media (best for minor issues, peripheral route).

4. THE AUDIENCE:young peoples attitudes subject to change, "stealing thunder" by forewarning audience of opposing arguments, directing audience to central route (using rhetorical questions, examples, challenging audience to think), reactance

can persuasion be resisted?

-strengthen existing attitudes by challenging them and developing counter arguments to them

-challenge cannot overwhelm attitude by being too strong