Psych 2310 1st Edition Lecture 10 Outline of Last Lecture I. What is persuasion?II. Basic routes of persuasionIII. Influences on persuasionOutline of Current Lecture I. Peripheral vs. Central routes of persuasionII. 4 influences of persuasionIII. How to form a cultCurrent LectureI. Peripheral vs. Central routes of persuasiona. Peripheral routesi. When issue is unfamiliar this tactic works betterii. Ads with the words “new”, “quick”, “easy”, “improved”, “amazing”, or “introducing” sell betteriii. Merchandise on shelves at eye level sell betteriv. Ads using animals, babies, or sex sell better than ads using cartoons orhistorical figuresv. Things at the end of the aisle/close to checkout sell bettervi. Bundle pricing (2 for $1 rather than 1 for 59 cents) sell bettervii. Giving a reason for request helps1. Ex: Langer copy study. They tested if saying I need to use the copy machine or I need to make a copy was more effective. The one that stated a reason was much more effective even though they virtually say the same thing.b. Central routesi. Work better when issue is importantii. Richard Petty’s 1981 experiment1. Question: What does it take to get students to agree an exam needed to graduate is a good idea?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.2. Tested if the subject was involved in scenario, if source was credible, and the quality of argument3. Found that people with high stakes were more persuaded by strong arguments rather than expert opinion. People with no stake were more persuaded by expert opinion.4. People are “cognitive misers”. They want to only think as muchas they have to.5. “Interaction effects” are that the result depends on the combination of two factorsiii. Central route is better for creating lasting change but it is hardly to pull offII. 4 influences of persuasiona. Communicatorb. Message contenti. Fine line between how negative a message can be before it stops being effective.c. Channel d. Audiencei. Young are more easily persuadedIII. How to form a culta. Leader should be credible and attractiveb. Focus on recruiting people from the young and middle-classc. Use the foot-in-the-door technique. Don’t start out asking for a lot.d. Cut these people off from their past.e. Use initiation ritesf. How can we protect ourselves from harmful persuasion campaigns?i. Use attitude inoculation1. Give a weakened cult appeal to potential victims so that they can strengthen their arguments and practice saying no2. Ex: D.A.R.E programs in elementary
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