Quiz 3: Ch 8 & 9Chapter 8: PersuasionDual-Process Approaches to Persuasion 2 Models of Persuasion1. Heuristic-Systematic Model2. Elaboration-Likelihood ModelDual-Process Model of Persuasion1. Peripheral (Heuristic) Processa. Unconscious, fast, automaticb. Use of peripheral information or heuristics for evaluationc. Ex- source attractiveness, source expertise, number and length of arguments, consensus2. Central (Systematic) Processa. Conscious, slower, more deliberateb. Use of central or systemic processing of information for evaluationc. Ex- argument quality, does the argument make sense, is it convincingElaboration Likelihood Model (ELM)- Basic idea: when you see a message, can either think about it a lot or a littleo Thinking about it a lot means you have elaborated on the message—central routeo Thinking about it a little means you have not elaborated on the message—peripheral route - Lists factors that determine how likely you will elaborate or not Factors that influence processing The Process Factors that promotepersuasion-Issue is personally relevant-Knowledgeable about the issue-Personally responsibleCentral (Systematic) Argument quality-Issue is not personally relevant-Tired or distracted-Message is hard to understandPeripheral (Heuristic)-Source attractiveness, expertise-Number and length of arguments-ConsensusTwo “routes” to persuasion: Central and Peripheral 1. Centrala. Used when there is high ability and motivationb. If you are not distracted and you care about the topic, you will pay attention to the logic/rationale of the messagec. Arguments, statistics, numbers, logic2. Peripherala. Used when there is low ability and motivationb. If you are distracted and do not care about the topic, you will not pay a lot of attention to the message itself; will use superficial cuesc. Celebrity endorsements, attractiveness, emotions, pictures Manipulated 3 Things1. Strong vs. Weak Arguments (central)a. Good arguments or bad arguments2. Source Expertise (peripheral)a. Commission on higher education or a local HS class3. Personal Relevance (motivation)a. Will be implemented in 1 year or in 10 yearsHigh motivation  strong arguments persuade you more, weak arguments dissuade you more Low motivation  expert source persuades you more, non-expert source dissuades you Low Relevance- Peripheral cues matter- More persuasion if you have pretty pictures, expert sources, heuristic cuesHigh Relevance- Central arguments matter- More persuasion if you have strong arguments, numbers, data, statistics, rational logicPeripheral- Weaker arguments- Low attention- Low motivation and ability Central- Strong, logical arguments- High attention- High motivation and ability Elements of PersuasionWho—Message Source What—Message ContentWhom—Message Receiver Who: Source Characteristics- Attractiveness- more attractive people are more persuasiveo Celebrities, models- Halo effect- people you like (famous, people you like, etc.) are assumed to have other good qualities as well - Credibility- are the sources reliable or not, experts are more persuasiveo Doctors, lawyers, anyone in white- The sleeper effect- messages from unreliable sources tend to be rejected initially, but over time become acceptedo Political campaigns o Typically only occurs if the unreliable source is known after reading the message; not before You read a message first, and then learn about the sourceo If you learn about the unreliable source first, you are likely to ignore the message completely without even reading the message What: Message Characteristics- Message Qualityo High quality messages are more persuasiveo Straightforward, clear, logical o Appeal to core values of the audience- Message vividness- more vivid messages are more persuasive- Identifiable victim effect- messages that focus on a single, vivid individual are more persuasive than fact-based messages - Fear appealso Fear plus instructions: most effective o Extreme fear- causes people to tune out the message, which results in a lack of persuasion o Meta-analysis- fear can increase/decrease the persuasiveness of a message- Personalized persuasion Whom: Audience Characteristics- Age- young people are more persuadable than old people- Mood- feeling negative or positive mood increases persuasive- Need for cognition- the degree to which someone thinks deeply about thingso High NFC: persuaded by central cueso Low NFC: persuaded by peripheral cues - Culture- independent vs interdependent selvesWhat + Whom: Audience Size and Diversity- Message matching/tailoring- persuasion is more effective when you tailor a persuasive message to the audienceMetacognition and PersuasionMetacognition- thinking about our own thinking- We have primary thoughts and then thoughts about the thoughts we just had Self-validation hypothesis- feelings of confidence about our thoughts serves as a form of validation for them - If we doubt our thoughts, we disregard them- Might become less confident in something with a strong message Embodiment- bodily movements can influence attitudes- Nodding:o More agreement for strong argumentso Less agreement for weak argumentsMedia and Persuasion Third person effect: people assume that persuasive messages have a strong influence on other people, but not themselves Media campaigns are rarely effective at changing specific behaviors, but media can reinforce already existing behaviorsMedia and Politics- No significant correlation between the amount a candidate spends on an election and success in the election - Political ads have a very small effect on voting behavior, but they do influence late-decision voters- Negative ad campaigns are associated with low voter turnoutPublic Service Announcements- D.A.R.E participants showed no difference at age 20 in smoking, drinking, or illegal druguse- There are exceptions: safe-sex interventions- Behaviors are multifaceted and difficult to control Media coverage changes our perceptions of realityAgenda control- topics that are covered frequently are thought to be prevalent- More crime coverage  we think there is more crime- More war coverage  we think the current wars are an important issueResistance to Persuasion Selective Attention- Schemas guide attention- People seek out and tune into information that supports their pre-existing attitudes- People avoid and tune our information that contradicts their pre-existing attitudes- Leads us to maintain current attitudes Selective Evaluation- People like