Exam 2, Lec 2: Persuasion Lecture Slides for Canvas Fall 2024

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.