Theories of Persuasion Tuesday Week 3
Theories of Persuasion Tuesday Week 3 CMS 332K
Popular in Theories of Persuasion
Popular in Communication Studies
This 8 page Class Notes was uploaded by Cimmi Alvarez on Wednesday September 7, 2016. The Class Notes belongs to CMS 332K at University of Texas at Austin taught by Matthew McGlone in Fall 2016. Since its upload, it has received 8 views. For similar materials see Theories of Persuasion in Communication Studies at University of Texas at Austin.
Reviews for Theories of Persuasion Tuesday Week 3
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 09/07/16
Theories of Persuasion Persuasive Message Processing (Petty and Cacioppo, 1986) Focus on different paths to persuasion Imagines persuasion as different journies persuasion can take Path the message takes to persuade Path you take to understand persuasion Peripheral Route Persuasion Low involvement Mindless processing Consider superficial properties of source and message Find them persuasive because of who is saying it a nd how they say it rather than what is being said. Ex: Who is saying it Credible title, you’re familiar with them, attractive, or famous How saying it Novel way, said to music, said intensely INDEPENDENT OF WHAT IS BEING SAID When we process messages this way its on low involvement; not really paying attention to the argument intensely Central Route Persuasion High involvement, mindful processing consider information quality of message you are paying a lot of attention to the message, scrutinize it more mindful about how you process it Focus less on who is saying it and more on the quality of the message All comes down to motivation Processing How involved you are to paying attention to the message Do people have ability and motivation to pay attention? Ability Well rested, how complicated the message is, language (listener doesn’t speak the language, message speaker has an accent,), Bells and whistles attached to the message (good synonym for the peripheral route), Internal and external noise (internal- distracting thoughts, strong emotions. External- noise outside, flickering light, presentation, competition for your attention.) Motivation Do you care about the message Someone has the ability and motivation to pay attention then they will take the Central route Will be persuaded based on how compelling they find the persuasion Happens along central route then attitude change tends to be long lasting. Someone doesn’t have the ability and motivation they wi ll then take the Peripheral Route to processing the message 2 Attuned to peripheral cues in the way that grabs your attention in a novel way Attitude change is a lot more fleeting and short term Central Route Persuasive Appeals Can create messages catered to the central route Factual, logical, wordy Peripheral Route Appeals Few words, sensorial Tiny print very few people actually read. Low emphasis on words More focused on the image (print), or Auditory (radio) Hybrid Appeals Some cues are central Route Words, evidence based arguments, compelling argument Others Peripheral Route Pictures, Use of actress/ familiar celebrity, prestige props, Direct eye contact, pseudo-expertise as TV nurse/doctor, Both contribute to the persuasiveness Something in between the two Personal Testimonials, invocation of trust Words presented as personal Elaboration Likelihood Model (Petty and Cacioppo, 1986) How you process message depends on factors Persuasive message -> audience factors (High motivation/attention) -> Central Route Processing approach (focus on quality of message) -> Persuasion outcome (Long-term attitude change) 3 Persuasive Message -> Audience factors (low motivation/attention) -> Peripheral Route Processing Approach (Focus on surface features -> short term attitude change. Persuasion doesn’t work May process via central route but you just don’t find the argument compelling. Can create long term attitude change that works against the persuasion Most Advertisements on Commercials Directed at Peripheral Route 90% Directed at Central Route 10% Directed at Peripheral because It takes too much time to use central route, don’t initially have motivation to watch commercial instead motivation on other things, distraction, need something to catch the attention, children not compelled by central, Watch TV when tired, a lot of different options, not much difference between certain products, Breakthrough in the Peripheral route need the novel factor to get in. Elaboration (attitude-relevant thinking) more likely in central than peripheral route processing you are considering your attitude and why you are likely to change higher attitude-relevant thinking along the central route rather than the peripheral route 4 Use peripheral because we are not focused on commercials If the central route is more rational than the peripheral route, why do we ever to the latter? People aren’t rational No compacity to focus on all information coming our way Not enough time to focus Peripheral route processing is easy, fast, and hard to turn off (“automatic”) Peripheral Route Processing in Gulls (Collier, 1969) Chillini Click-Whirr Fixed action pattern initiated by very specific trigger stimulus Animals born producing the behaviors. They are not learned Gull chicks peck at red dot to obtain food (from mother) Chicks will instinctively peck at red Chicks will peck at red dot whether or not it is on mother’s beak Stickleback Attack Orientation (bosch, 1975) Does not matter shape of fish or object Male are presented with an object with RED, they attack Do not attack the fish that looks like a stickleback, but does not have any red on it. Based on precise stimulus- Red- will respond if it has this Peripheral Route Processing in Wasps (Tinbergen, 1979) Noticed plat wasp would set up nests they associated the place of the nests with geographical landmarks Set up nest of landmarks then moved the landmarks and the wasps would not be able to find their nests 5 Platte wasps attend to the geometric shape of landmarks to keep track of their nests This is a fixed action pattern Algorithms vs. Heuristics Different Strategies for Making Decisions Algorithm Step by step procedure for making a decision Requires much time, effort Almost always produces a correct decision Mindful controlled process Ex Recipe, steps to an outcome in geometry, computer program Attentive and precise, following steps in a specific order, get an outcome Heuristic Simple decision rule Requires little time, effort Works most (but not all) of the time Mindless, automatic process. Arrive at same conclusions as algorism with less effort Is it going to rain today? Algorithm Check several sources (newspaper, weather channel, app, etc.) for weather information in or area Compare/ contrast information from different sources 6 If information is consistent, make your judgements accordingly. The Window Heuristic If it looks overcast outside, assume that it’s going to rain Use Heuristics without being analytical Chaldini Click-whirr is a heuristic pattern Principle of Perceptual Contrast Differences are most apparent when extremes are juxtaposed Mecklen ‘91 Nutri-burger: tofu burger is very nutritious but average in taste 36% chose this Tasti-burger: Beef burger that is very tasty but average in nutrition 64% chose this Try-a-burger: Beef burger that is above average in taste and average in nutrition (Ghost option) Added this and it changed to Nutria-26% Try 0% Tasti 74% Ghost option changed the % of choice because If going flavor route chose tasti Chose health Nutri If choosing flavor you are going for the best not the above average. 7 8
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'