PSYCH 350 1st Edition Lecture 17Outline of Last Lecture I. Behaviorsattitudesa. Foot in the doorb. Low ballc. Door in the faceII. Theoriesa. Cognitive dissonancei. Festinger’s studyii. Insufficient justificationb. Self-perception theoryc. Impression-management theoryd. Self-affirming theoryIII. Comparing theoriesOutline of Current Lecture I. Persuasion II. ELMIII. Elements of persuasion IV. Communicator V. Message characteristics VI. AudienceCurrent LectureoPersuasionThe process by which a message induces change in beliefs, attitudes, or behaviorsoElaboration likelihood model (ELM)A model of persuasion that says there are two different routes to persuasion, the central route & the peripheral routeThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.oCentral routeLasting change that resists fading and counterattackoPeripheral routeTemporary change that is susceptible to fading and counterattack oCentral route:Conscious, deliberate, thoughtful consideration and elaboration of arguments concerning a given issueConsidering the messages logic & argumentsWhat makes central route processing more likely?Personal relevance of the messageKnowledge of the topicoPeripheral routeLess careful and more emotional, even superficial, evaluation of a messageFor example: evaluating based on the length of the message or the attractiveness of the person giving the messageWhat type of peripheral route processing more likely?Low motivationInterference with attentionoElements of persuasion Elements of persuasion:CommunicatorMessageAudience oCommunicatorThe person or group delivering the messageCredibility: perception of trustworthiness and expertiseExpertise: knowledge and experience Trustworthiness: honesty and lack of biasSo, you want to appear to be credible? Here's how:State that you're an expertSpeed up your speech by 25%Have good postureBe tallOn average, male Fortune 500 CEOs are 3 inches taller than the average manIn the general population (males), only about 15% of men are 6 feet or taller 500 CEOs, 58% are 6 feet or taller In the general population (males), only 4% are 6 foot 2 inches or taller. Among F500 CEOs 33% of menAttractiveness: having qualities that appeal to an audiencePhysical attractiveness (more likely to sign petition)Similarity (African American Children more likely to brush teeth if instructed by African American dentist)oMessage Characteristics MessageIs it more persuasive to present a one-sided or two-sided argumentTwo-sided! Why?Makes the communicator seem more trustworthyRepetition Head on example & call me maybe exampleGreater processing if mood & message content matchHappy messages illicit more processing in happy people Sad messages illicit more processing in sad or depressed peopleFear appeals Can be highly effective when:Moderate amount of fearSuggest behavior to alleviate