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