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UTC - PSY 3310 - Class Notes - Week 12

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UTC - PSY 3310 - Class Notes - Week 12

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background image Social Psychology  Chapter 7 Notes    Persuasion: How people communicate in order to influence other people’s  attitudes and behaviors.   o  After WWII persuasion became a key focus in social psychology Recently in 2008 the study of why and how people spend their 
money has also come up as a focus. 
o  Yale Communication Model: This was founded in the 1950s by  researcher Carl Hovland and states that message acceptance, or 
persuasion of message has 3 factors. 
1.  The Communicator of the message.    The person or organization who delivers the message is  known as the sourceAttractiveness of the individual 
has a persuasive impact on people, but so does 
similarity. If the source is someone you can relate to you 
will be more likely to purchase. The credibility of the 
source is an important factor, too. People have to 
believe the source holds authority. There is something 
called the sleeper effect which is when an initially non-
credible source gains credibility in the individual’s eye 
over time. This can be related to the peripheral route of 
persuasion in that things about the source that are 
persuasive are typically superficial. 
2.  The Content of the message.     This can be visual or verbal. The first step is to decide  whether to attract or repel an audience. In psychology 
this is termed valence (the attraction or aversion a 
person has toward an idea). If the message is going to be 
negative, it will probably be fear-based appeal. This is 
basically giving a threat to modify behavior. Smoking is a 
huge example. Commercials depict miserable conditions 
in old age due to cigarettes. This is supposed to stop 
younger people from smoking. When using this tactic, it 
is best to use mild threats because if the threat is too 
background image extreme people will have the “It won’t happen to me” 
mentality. It also helps if the fear-based appeal includes 
not just a threat, but also a solution so people are not 
overwhelmed. 
  Messages can also have positive valence that modifies  behavior. An example would be an image of a group of 
friends laughing and having fun getting into a cab, verses 
a mangled car to promote no drinking and driving. 
Positive valence techniques have better effect in 
western cultures, while fear-based has a better effect in 
non-western cultures like Japan. 
  How the message is presented matters, the length of the  message matters, and the strength of the message 
matters. A message that includes both sides of the issue 
are more successful than a message with just the 
reasons to get the product.   
3.  The Audience receiving the message.     Audiences can be determined by demographic factors  such as gender, age, or education. For example, older 
adults are more perceptible to emotional messages, or 
women are more likely to be persuaded in face to face 
contact.  
  People with a higher need for cognition, who enjoy  effortful thinking, are less likely to be persuaded without 
strong argument. People who do not enjoy pursuing 
deep thinking are easier and more gullible to persuade.   
  Self-monitoring also effects the person being  persuaded. If the person is a high self-monitor, meaning 
that they adjust their behavior to fit the situation, then 
they are more likely to take the popular and superficial 
route that is accepted by society so as to fit in. 
  The audiences focus matters. If the person is distracted,  they might not have time to analyze the argument and 
just accept it, as in watching a short T.V. commercial.  

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School: University of Tennessee - Chattanooga
Department: Psychology
Course: Social Psychology
Professor: David Ross
Term: Fall 2016
Tags:
Name: Social Psychology Chapter 7 Notes
Description: These notes are just on chapter 7 from the book.
Uploaded: 11/23/2016
5 Pages 48 Views 38 Unlocks
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