PSYCH 350 1st Edition Lecture 18Outline of Last Lecture I. Persuasion II. ELMIII. Elements of persuasion IV. Communicator V. Message characteristics VI. AudienceOutline of Current Lecture I. AudienceII. Principles of InfluenceCurrent Lecture-Audienceo Ability to focus: distractions lead to greater persuasion through the peripheral route-Why? We need time and effort to process through the central routeoMotivation to focus: if a person is uninterested or uninvolved, he/she won't process through the central routeoAge-most easily persuaded? 18-25 year olds-Why?-Compared to adults, college students have less stable attitudes and a stronger tendency to comply with authority oSelf-monitoring: the tendency to change one's attitudes and behaviors to fit the situation -High self-monitors: more persuadable; low self-monitors: less persuadable oNeed for cognition: a person's enjoyment of engaging in careful and effortful processing of information-High in need for cognition: persuaded by central route; low in need for cognition: persuaded by peripheral route-Principles of influenceoAuthority -People are more likely to follow the directions or recommendations of someone they view as an authority oNorm of reciprocity -Expectation that when others treat us well, we should respond in kindoScarcity -"only 4 left in stock"These 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.oConsistency -Appearing consistent in behaviors-Foot-in-the-door techniqueoSocial proof-"fastest-growing"oLiking-Tendency to be persuaded by someone we know and
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