Persuasion Persuasion 02 17 2015 An attempt to change cognitions attitudes or feelings o Advertising is a form of persuasion you likely encounter on a daily basis Geico commercials preacher man on Marshall Don t mess with Texas Yale Attitude Change Model Focuses on the who what and where of persuasion Focuses on the source message and recipient of a persuasion We are mostly automatons our thoughts and behavior being dictated by outside forces Factors in Persuasion Source credibility o E g expertise o E g facts logic Message Higher quality arguments are more persuasive Recipient Is the recipient capable of understand the good arguments made in the message o E g high IQ paying attention to the message A credible source providing a compelling argument to a Persuasion capable recipient Aristotle s Rhetoric 3 routes to persuasion o ETHOS CREDIBILITY Source o LOGOS SOURCE Message o PATHOS EMOTIONS Dual Proccess Model s interaction Also kind of message or a message recipient Elaboration likelihood model Heuristic systematic model Systematic o More conscious Heuristics o More unconscious Passive Heuristics Requires effort ability and motivation experts are right beautiful is good more is better always buy the cheapest one Credibility and heuristics Heuristic Cues Source characteristics attractiveness Source Characteristics o Attractiveness o Credentials even bad ones Message characteristics o Vivid details or images o Emotional appeals o Sheer length of argument Systematic Processing What is motivating o Personal Relevance Should the USA adopt the Common Core educational Should Syracuse University enact comprehensive standard graduation exams 02 17 2015 02 17 2015
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