Ch 7: Persuasion( we skip Ch 5 & will get to Ch 6 next in Myers’ text)

Part 1: Feb. 17, 2014

Persuasion• Attempt to change an attitude• 2 routes:– Central route - Focus on argument• How does it work?

– Peripheral route - Focus on emotion or other cues besides argument• How does it work?

– What determines which route we use?

• 1) Source of the persuasion –– Importance of credibility: 2 main dimensions?

– Importance of likeability: 2 main dimensions?

• Effect of personal involvement –

• 2) The Message –– Primacy vs. recency effect – which has more

evidence?

– Fear-based messages – do they work?

• Need to induce certain conditions –

• Do subliminal messages work? – Words/pictures not consciously perceived but may

influence attitudes or behaviors• Distinction between subliminal perception & subliminal persuasion

– Examples?

– Greenwald’s experiments –• Subliminal memory or self-esteem messages • Manipulation: told of actual message or told of opposite message• Results?

– Contrast Greenwald’s experiment w/Murphy’s subliminal experiment using Chinese characters:• Details -

• Murphy’s results:

• Differences from Greenwald’s experiment: