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Persuasion. Social Psychology. Persuasion. The direct attempt to influence or change other people’s attitudes. Persuasion. - PowerPoint PPT Presentation
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PersuasionSocial Psychology
PersuasionThe direct attempt to influence or change other
people’s attitudes
PersuasionElaboration likelihood model- a model
suggesting that attitudes can change through evaluation of the content of a persuasive message (central route) or by irrelevant persuasion cues (peripheral routes)
PersuasionCentral route of
persuasion- the listener focuses on the content of the product.
Uses evidence & logical arguments
Elaboration Likelihood Model
Buying a Car--Focusing on the Central Route of Persuasion Salesman: “how can I help you?” Buyer: “I am interested in this Dodge Charger. What kind
of gas mileage does it get?” Salesman: “Great mileage! Let me show you a picture of
my family.” Buyer: “Nice picture, but I am more interested in what
kind of an engine and turn ratio does this car have?” Salesman: “The best car in the world when it comes to
hemi power.”
PersuasionPeripheral route of
persuasion- the listener focuses on the tone of person’s voice, their excitement- indirect; tries to link person/product/idea with something positive or negative
Elaboration Likelihood Model
Buying a Car Focusing on the Peripheral Route of Persuasion Salesman: “How can I help you?” Buyer: “I am interested in this Dodge Charger.” Salesman: “Do you have any kids?” Buyer: “No” Salesman: “I will tell you, this car attracts the women!!!” Buyer: “Really?” Salesman: “I love this car, it will turn back the aging process 20
years.” Buyer: “Really?” Salesman: (High fives the buyer) “you are meant to drive this
car!!!!!!”
Changing Attitudes with Persuasion
Social Psychology
What affects the persuasiveness of an
argument? The Communicator (source)
Credibility Expertise Physical attractiveness Similar to audience in age, ethnicity, etc.
What affects the persuasiveness of an
argument? The Message
Repeated exposureClear, convincing,
logical Central route
Emotional appeals Based on a strong
emotion, not logic Especially fear
Peripheral Route
Emotional Appeals
What affects the persuasiveness of an
argument? The Medium (how?)
TV most widespread Face-to-face very effective, esp. in politics
What affects the persuasiveness of an
argument? The Audience
Attitude change more likely when new attitude isn’t too different
Openness to change is related to age & education
Audience should find message personally important