Persuasion Process used to change someone s belief attitude or behavior Persuasion is EVERYWHERE Is it good or bad It depends can be used to help or hurt How to be persuasive Who says what to whom and how it all matters Who communicator What message Whom audience How medium Who The communicator We are more likely to change if message given by someone credible and or likeable trustworthiness expert What Messages can be logical or emotional Elaboration likelihood model Two paths to persuasion Central reason argument based Audience digests material Peripheral emotion based Go with gut or take short cuts When do you target the central route You have strong arguments and an engaged motivated audience more lasting change When do you target the peripheral route You have distracted uninvolved audience that is likely to rely on heuristics more temporary change Target Audience Whom Age younger easier 18 25 Attitude strength Harder to change pre existing strong attitudes good mood easier How Medium Generally the more life like the better Live video audio written Exception If the message is COMPLEX then written message is better Resisting persuasion Be forewarned Avoid ego depletion recharge your batteries Public commitment Strengthen your beliefs Attitude inoculation like a shot stress you a little and you get better at defending your position Social Cognition Mental processes used to understand to make sense of the social world use on self and others Attribution Theory Attributions inferred causes of events behaviors assigned reasons One Dimension Dispositional internal personality characteristics vs Situational external environmental circumstances Examples If you pass an exam was it because you are smart dispositional or because the test was easy situational Attribution patterns are common people tend to have a style Culture impacts attribution patterns Individualistic Society emphasize personal identity uniqueness focus on competitive success strength and skill value independence self reliance Seen more in America and Western Europe Collectivist Society group goals ahead of individual goals feel more responsible to others cooperation important define self by group membership Seen more in Asia Africa and Latin America
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