Persuasion Learning Objectives Chapter 7 BE ABLE TO APPLY ALL OF THESE CONCEPTS TO YOUR LIFE AND COME UP WITH AN EXAMPLE FOR EACH 1 What is persuasion Know the real life examples of persuasion presented in class The process by which a message induces a change in beliefs attitudes or behaviors lecture o Examples Commercials for products Presidential campaigns Peer pressure 2 What are the two routes in the elaboration likelihood model of persuasion and what are characteristics of each lecture and book pg 228 230 The two routes in the elaboration likelihood model are the central route to persuasion and the peripheral route o Central route when interested people focus on the arguments and respond with favorable thoughts deep thinking Audience is analytical and motivated processing is high elaborate and includes arguments and counterarguments o Peripheral route when people are influenced by incidental cues shallow processing Audience is not analytical used for weaker arguments number of arguments matters instead of quality 3 What are the heuristics mentioned that people use in the peripheral route and how does each affect persuasion lecture and book pg 229 Heuristics are mental shortcuts if using the peripheral route to persuasion you want to use cues and heuristics so your audience can use low effort when trying to understand the argument Peripheral route uses simple rule of thumb heuristics such as long messages are credible and trust the experts Heuristics are used in every day life to make split decisions several arguments good motives and the speaker is articulate and appealing all factor into heuristics and persuasion 4 What are the elements of persuasion lecture and book pg 251 The communicator who says it o Matters who is giving the message The message reason vs emotion o Reason is more persuasive for intellectuals o Good mood people are more responsive to persuasive messages when in a good mood o Moderate fear is very persuasive when used correctly The channel the way information is communicated o Mere repetition o Personal experiences are stronger than media o Which channel creates the most opinion changes Videos are the most effective form of persuasion for an easy message With a difficult message written information influences more people than a video and audio The audience o Knowing someone is trying to persuade you might not work as well o Need for cognition psychological personality trait persuasion of message can change based on cognition 5 How does expertise and trustworthiness relate to speaker credibility and persuasion lecture and book pg 231 233 Expertise both real and imagined o They should be knowledgeable o Confident o Talk fast Trustworthiness o Look in the eyes o Argue against self interest If someone does these things they are perceived as more credible when giving arguments The communicator should also be relevant to the particular argument being made 6 What is the sleeper effect book pg 232 The sleeper effect if a delayed impact of a message that occurs when an initially discounted message becomes effective such as we remember the message but forget the reason for discounting it 7 How does attractiveness and similarity relate to persuasion and when is persuasion more likely for certain topics regarding similarity lecture and book pg 233 235 Attractiveness applies to the communicator and how persuasive they can be If the person is attractive people are more likely to be persuaded by what they say If the communicator has similarities to the audience it makes them more relatable which in turn makes them more credible We tend to like people who are like us and they influence us It is persuasive is more likely when similarities are used for serious messages like smoking and alcohol When someone who is younger is featured in the ads it automatically relates to the younger generations of kids who see the advertisement o The similarity in age allows the credibility of the speaker to be established so they are more likely to be persuaded by the message 8 When do rational appeals work better lecture and book pg 236 240 When the message is intended for well educated or analytical people o Thoughtful and involved audiences often travel the central route which is where reason works better in an argument 9 Why do good feelings increase persuasion lecture and book pg 236 237 Good feelings often enhance persuasion partly by enhancing positive thinking and by linking good feelings with the message If good feelings are associated with a certain message it becomes a more persuasive message 10 What is the effect of arousing fear on persuasion lecture and book pg 238 239 When persuading people to cut down on smoking or other serious issues that can cause harm fear arousing works well for persuasion Fear arousal works best if a message leads people not only to fear the severity and likelihood of a threatened event but also to perceive a solution and feel capable of implementing it 11 Does repetition increase or decrease persuasion lecture and book pg 245 Repetition increases persuasion because it makes it easier for people to remember it and have it roll off their tongues that leads to increased believability o Example Head On Apply Directly to the Forehead commercials repeat that phrase over and over and over but now everyone knows of their product and their commercials because of the continuous repetition 12 Are personal experiences or the media stronger influences lecture and book pg 245 247 Personal experiences are stronger influences because personal influence and influence from peers is what persuades us the most 13 What is the 2 step flow of communication and how does it relate to how a message is communicated lecture and book pg 246 247 The two step flow of communication involves the process by which media influence often occurs through opinion leaders who in turn influence others o The action involving the media initially influencing opinion leaders who then influence others It relates to how a message is communicated because we are more likely to be persuaded by our peers and if the media can reach a certain group of people who already have an influence on other people then the message will be perceived as credible and influential since it trickles down through our peers 14 What medium written audio or video increases persuasion the most lecture and book pg 247 Videos are most effective form of persuasion for an easy message Written messages are more influential
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