Transcript Persuasion - Freeman Public Schools

Persuasion
20-3
Objectives
• Describe the factors involved in the
communication process
• Explain the different types of persuasion
processes
Bell Ringer
• Read Exploring Psychology p. 590
• Use a technique called familiarity
Persuasion
• Persuasion
– The direct attempt to influence attitudes
• The persuader’s main hope is by changing the
other person’s attitude, they will also change
their behavior.
The Communication Process
• 4 parts of the communication process
– The source
• How a person sees the source or who is giving them the
information is a critical factor in his/her acceptance of
the information
• Boomerang effect- a change in attitude or behavior
opposite of the one desired by the persuader
The Communication Process
• The message
• Two ways to deliver a message
– Central route for persuasion
• Presents information in form of strong arguments and
fact
• Focused on logic
– Peripheral route
• Relies on emotional appeals
• Emphasizes personal traits and positive feelings
The Channel
• This is the where, when, and how a message is
presented
• In general, personal contact is the most
affective approach
• Some evidence that television and film are
more effective than printed material
The Audience
• All the people whose attitudes the
communicator is trying to change
– Foot in the door technique- make a small request
they are sure to say yes to and then ask for a more
demanding request.
– Door in the face technique-Make a large request
you know they will say no to and then hit them
with the smaller request
Models of Persuasion
• Heuristic model
– Heuristic is a rule of thumb or a shortcut that may
lead to but does not guarantee a solution
– If a person is not interested in the issue- they are
likely to result to a heuristic processing, a very low
or casual form of analyzing evidence
– If they are interested in the issue- use systematic
processing or the central processing route
Sleeper Effect
• Changes in attitude are not always permanent
• Sleeper effect- the delayed impact on attitude
change of a persuasive communication.
• Explanations:
– Tendency to remember the message but forget
the source
– As the message sinks in, attitudes change more
Inoculation Effect
• How to resist persuasion
– People can be educated to resist change
– It motivates individuals to defend their beliefs
more strongly
– People need to practice defending their beliefs
and that makes them less likely to change
– The most vulnerable attitudes are those which
you have never had to defend
Brainwashing
• The extreme form of attitude change
– Uses peer pressure, physical suffering, threats,
rewards, guilt, and intensive indoctrination.
• Most extensive studies have been done on
Westerners captured by the Chinese in the
Korean War.
Brainwashing
• Step 1: strip away all identity
• Step 2: subject person to extreme social
pressure and physical stress
• Step 3: Isolate the person from social support
• Step 4: Reward cooperation
• Prisoner comes to believe his own confession
• Difficult to say where persuasion ends and
brainwashing begins
Brainwashing
• Cult- a group of people who organize around a
strong authority figure