Transcript The elements of persuasion

Persuasion
Chapter Seven
Two routes to persuasion
• Central route persuasion
– Through understandable, compelling arguments
given to interested people
• Peripheral route persuasion
– Influence from incidental cues which trigger
acceptance without much thinking
The elements of persuasion
• The communicator
– Credibility
• The “sleeper effect”
• What makes an expert?
– Perceived expertise
– Perceived trustworthiness
– Attractiveness
• Physical appeal
• Similarity
– Subjective preference vs. objective reality
The elements of persuasion
• The message content
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Reason versus emotion
Discrepancy
One-sided versus two-sided appeals
Primacy versus recency
• “All things being equal, info presented first usually
has the most influence”
• Information presented last sometimes has the most
influence
The elements of persuasion
• The communication channel
– Active experience or passive communication
• The power of repetition
• Exposure to unfamiliar material breeds liking
• Persuasion decreases as the significance and
familiarity of the issue increase
– Personal versus media influence
• Two-step flow of communication
The elements of persuasion
• The audience
– How old are they?
– What are they thinking?
Case studies in persuasion: Cult
indoctrination
• Attitudes follow behavior
– Compliance breeds acceptance
– The foot-in-the-door phenomenon
• Persuasive elements
– The communicator
– The message
– The audience
• Group Effects
Resisting persuasion: Attitude
inoculation
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