Persuasion Overview

Page 1: Definition of Persuasion

• Persuasion: A process by which a message induces change in beliefs, attitudes, or behaviors.

Page 3: Two Routes to Persuasion

• Central Route:

  • Focus on arguments.

  • Effective when individuals are motivated to think carefully about the issue.

  • Strong arguments lead to positive change; weak arguments may provoke counterarguments.

• Peripheral Route:

  • Influenced by incidental cues.

  • Effective when individuals are not motivated or are distracted.

  • Relies on cues that require little thought, such as associating products with attractive individuals.

Page 7: Evidence for the Elaboration Likelihood Model (ELM)

• Independent Variables (IV):

  • High vs. low involvement with the product.

  • High vs. low source prestige (e.g., popular athletes vs. average citizens).

  • Strong vs. weak arguments.

• Study Reference: Petty, Cacioppo, & Schumann (1983).

Page 8: Argument Strength

• Strong Arguments:

  • Advanced honing method for sharpness.

  • Special coating that prevents nicks, cuts, and rust.

• Weak Arguments:

  • Designed for bathroom use only.

  • Memorable but limited in utility.

Page 9: Attitude Measurement

• Dependent Variable (DV): Attitude toward the product.

• Study Reference: Petty, Cacioppo, & Schumann (1983).

Page 10: Results of Persuasion Study

• Product Attitudes:

  • Famous endorsers yield higher attitudes than non-famous endorsers.

  • Strong arguments lead to more favorable attitudes, especially in high involvement scenarios.

Page 12: Constructing a Persuasive Appeal

• Message Content:

  • Evoke positive feelings.

  • Use fear appeals effectively.

  • Choose between one-sided and two-sided appeals.

Page 13: Effects of Good Feelings

• Positive emotions can enhance responsiveness to persuasive messages.

Page 14: Effects of Fear Appeals

• Fear appeals must be carefully crafted to be effective.

Page 15: One-Sided vs. Two-Sided Appeals

• One-Sided Appeal:

  • Only presents pros.

  • Best when the audience agrees and won't discover cons.

• Two-Sided Appeal:

  • Addresses both pros and cons.

  • Best when the audience is opposed or aware of the cons.

Page 16: Effectiveness of Appeals

• Data shows that two-sided appeals can be more effective in changing attitudes, especially among initially opposed audiences.

Page 17: Order of Two-Sided Arguments

• Independent Variable (IV): Type of message (one-sided vs. two-sided).

• Dependent Variable (DV): Openness to persuasive message.

Page 18: Findings on Two-Sided Arguments

• Two-sided messages are more effective when the acknowledgment of the opposing side comes at the end, enhancing perceptions of thoughtfulness and sincerity.

Page 19: Application of Persuasion Principles

• Discussion on whether to use one-sided or two-sided appeals for persuading people to sleep more.

Page 21: Six Principles of Persuasion

1. Authority: Deference to credible experts.

2. Liking: Favorable responses to those we like.

3. Social Proof/Consensus: Validation through the behavior of others.

4. Reciprocity: Obligation to repay favors.

5. Consistency: Honor public commitments.

6. Scarcity: Value placed on scarce items.

Page 29: Persuasion in Action

• Comparison of persuasive messages to encourage calling operators.

Page 31: Resisting Persuasion

• Reactance: A response when freedom to act is threatened, leading to a desire to perform the threatened behavior.

Page 32: Reactance Example

• Study showing increased graffiti when individuals are told not to write on walls.

Page 33: Strategies for Resisting Persuasion

• Attitude Inoculation: Exposing individuals to weak arguments to prepare them for stronger attacks.

• Real-Life Applications: Inoculating children against peer pressure, such as smoking.