Transcript Chapter 9 Social Psychology as Science

Chapter 3:
Mass Communication,
Propaganda, and
Persuasion
Routes to Persuasion
 Central
 Peripheral
 Few
appeals use one route
or the other exclusively
Key factors in effectiveness
of communication
1. Source of communication
2. Nature of communication
3. Characteristics of the Audience
Source of the Communication
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Expert and trustworthy.
Attractiveness
Communicator argues against their own
self-interest.
Audience believes the communicator is
not trying to influence them.
If we like and identify – likely to be
influenced.
Nature of the Communication
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Compelled by fear – fear arousing with
specific instructions more likely to change
behavior. But – if behavior is too threatening,
avoided.
Statistics vs. personal examples – vivid
powerful
One-sided vs. two-sided arguments –
audience position and informed-ness
Order of presentation of arguments – primacy
and recency (next slide)
Relationship between credibility of
communicator, discrepancy of views with
audience, and persuasion.
Primacy and Recency Effects
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Primacy
Most evident when statements are back to back
and behavior change follows a time gap
Recency
Most evident when enough time separates the
two messages and audience commits soon
after the second message.
Characteristics of the Audience
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Self Esteem
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Higher less persuadable, more likely to act
quickly in fear situation
Prior Experience
Happy and well fed
 Don’t want to be led around
 Counter arguments on the spot
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Discrepant views, one or two sided
arguments.
Cognitive Dissonance and
Persuasion
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If message of the communicator is inconsistent
with the audience, persuasion depends on…
Size of the discrepancy
 Communicator variables (trustworthiness – can the
communicator be changed or derided?)
 Other audience responses
 Innoculation/ability to develop arguments in
opposition
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Consider Condom Use
As a social psychologist, why would
this be effective…
…or not?
A few social influence tactics…
 Multiple
Requests
 Foot-in-the-door
– small request at
first to larger
 Door-in-the-Face – large request to
small
 That’s Not All! -- add incentives
Persuasion tactics
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Ingratiation (be credible, or scary)
Pressure (demands, intimidation)
Upward Appeals (support from authority)
Exchange Tactics (offer reciprocal benefits)
Coalition Tactics (work with others)
Rational Persuasion (logic and evidence)
Inspirational Appeals (appeal to values, ideals)
Consultation (involve target in decision making)
Attitudes vs. opinions
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Opinions are something a person
believes to be factually true
Opinions are cognitive -- they take place
in the head rather than the “gut”
Attitudes are opinions with an evaluative
and an emotional component
Attitudes are much harder to change
than are opinions
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