Test 2- Persuasion

persuasion

a deliberate attempt to change or influence another person’s attitudes, beliefs, or behaviors

yale attitude change approach

a model explaining persuasion by focusing on four main parts- the source, message, audience, and channel

source creidibility

how believable or trustworthy the speaker seems. higher credibility makes persuasion more effective

expertise

the amount of knowledge or skill the communicator appears to have about the topic

trustworthiness

how honest and reliable the communicator seems. if people think you have nothing to gain, they trust you more

sleeper effect

when a message from a low-credibility source becomes more persuasive over time because people forget where they heard it

attractiveness (of communicator)

we are more persuaded by people we find good-looking, likable, or charming

similarity (of communicator)

we are more influenced by people who seem similar to us (in background, opinions, or identity)

emotion-provoking content

using emotional appeals (like fear or humor) to influence people’s attitudes

fear appeals

messages that try to scare people into changing behavior. works most effectively when…

1. fear is moderate (not extreme)

2. clear ways are provided to reduce the danger

3. people feel capable (self-efficiency) of following the advice

one-sided message

only presents arguments in favor of the speaker’s position.  best for audiences that already agree or have little knowledge 

two-sided message

presents both pros and cons but argues for one side. best for audiences that are educated, skeptical, or already aware of counterarguments

channel

the medium through with which the message is delivered- print, audio, or video

print channel

written messages (books, articles)- better for complex arguments since readers can process details

audio/video channels

spoken or visual messages (radio, TV, social media)- better for emotional or simple messages

elaboration likelihood model (ELM)

a theory that says people are persuaded through two main routes depending on how much they think about the message- the central route or peripheral route

central route to persuasion

when people carefully think about the message and are influenced by strong arguments and facts.  result- longer-lasting attitude change

peripheral route to persuasion

when people are influenced by surface cues (like attractiveness, emotion, or slogans) instead of facts. result- temporary attitude change

inoculation

exposing someone to a weaker version of an argument helps them build “resistance” to stronger persuasion later- like a mental vaccine

forewaring

knowing that someone will try to persuade you helps you prepare and resist their influences.  (“forewarned is forearmed”)

mindfulness

being alert and thinking critically makes persuasion less likely to succeed

mindlessness

acting automatically makes you more easily influenced

strategies for resisting persuasion

• think critically about messages

• question sources and motives

• avoid automatic responses

• use inoculation (practicing defending your beliefs)