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Social Psychology Persuasion Notes

by: Meghan Haddy

Social Psychology Persuasion Notes PSYCH 2203

Marketplace > University of Northern Iowa > Psychology > PSYCH 2203 > Social Psychology Persuasion Notes
Meghan Haddy
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About this Document

Social Psychology Persuasion Notes Week 8 (10/11, 10/13)
Social Psychology
Dr. Rowena Tan
Class Notes
social, Psychology, persuasion




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This 5 page Class Notes was uploaded by Meghan Haddy on Thursday October 13, 2016. The Class Notes belongs to PSYCH 2203 at University of Northern Iowa taught by Dr. Rowena Tan in Fall 2016. Since its upload, it has received 4 views. For similar materials see Social Psychology in Psychology at University of Northern Iowa.


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Date Created: 10/13/16
Persuasion  Definition: A change in attitude that may lead to a change in behavior  Attitudes change depending on:  o Attention to the message  o Understanding of the message o Acceptance of the message  Influences on Persuasion  o Source o Message o Channel o Audience  Elaboration Likelihood Model o By Petty & Cacioppo o Central Route Persuasion  Using logic and a strong argument o Peripheral Route Persuasion  Using things that grab the audiences’ attention  Imagery, celebrities, humor, etc.  Source o Things that make a source credible   Credentials  Incentives (giveaways, food)  Appearance  Confidences/ Enthusiasm  Persistence  Similarity to audience (you) o Sleeper Effect  Delayed effectiveness of a message from an non­credible source  Seeing/ hearing something and not believing it because the source  is not credible.  Later, you remember the information but cannot  remember where you heard it, therefore the lack of credibility form  the source does not keep you from believing it  Only works if the message if the message is somewhat convincing  and you read/ listen to the message then quickly discount it  Message o Vividness vs Evidence  Imagery is more effective  o Fear Appeal  Fear brings about an action o Humor  People pay more attention but they are less likely to remember the  product  o 1 vs 2 Sided Messages 1.) All positive things about the speaker and their message 2.) About positive and negative things about the speaker’s  message ­OR­ about both the speaker and their competitor’s  positive attributes  (2 sided messages tend to be more trustworthy) o Subliminal Messaging  Not proven to work at all  Why is it so popular? • People find it interesting • Some see it as mind control (influencing the subconscious)  James Vicary (1957) • Put subliminal message “eat popcorn, drink more coke” in movies  at his movie theater • Claimed sales for popcorn and coke then increased • No one could replicate his experiment and get the same results • Later admitted to fabricating his research   Wilson Bran Key 2 • Claimed many popular ads of his time had subliminal messages  (many sexual) • Most controversial (wrote a book on it): Claimed the Denny’s plate of clams in one of their ads was actually an orgy   Judas Priest Trail • Parents claimed listening to Judas Priest music make their sons  commit suicide • If they listened to it backwards there were hidden messages • No evidence was found of this  Why do people think it works? • Mere Exposure: The more you are exposed to something, the more you  will like it  • Subliminal Placebo Effect: If you stare at something or listen to  something long enough, you will think you see/ hear things • Subtle and Subliminal are different!   Channel o Variable that make a more persuasive channel  Face­to­Face: most effective way of communication  Rapid Speech: Makes the speaker sound more informed and  credible because it sounds like they have more info  Audience Involvement: The audience is more likely to be  persuaded if they are involved or directly affected  Speech Styles • A more powerful speech style is most often more effective • Powerful speech: Confident, no hesitation, no question in voice,  straightforward • Bad speech styles: Hesitation, disclaimers, tag on questions • Soft speech style can be more persuasive in some situations • Soft speech style: Think of when you are trying to guilt your  parents into giving you something o Repetition  Repeated exposure makes the product or person seem more  likeable and makes it easier to remember 3  Mascots, jingles, slogans o Order of presentation  Climax order: Weak to strong arguments   Anti­Climax order: Strong to weak arguments   Pyramidal: Strong arguments mixed in with the weak ones (least  effective)  Audience o Age  Life Cycle: Attitudes change as we grow up  Generation: Attitudes stay the same as we grow up and each  generation has a different attitude • Most evidence supports the generational attitude view  Most impressionable age is young adult hood  Most people still like the things they liked between 16­24 o Mood  People in a good mood are easier to persuade o Need of cognition  Needing to know more information about something to be  persuaded  o Self­Monitoring   High self­monitors are more easily persuaded by imagery and other peripheral route persuasion techniques o Latitude of Acceptance   People are more easily persuaded if it is in their latitude of  acceptance  If it is close to their original views on a subject, they can be  persuaded  If it is way outside of how they usually think, they will not be  persuaded  (unless you change their mind little by little) o Self­Generated Persuasion  4  People are best persuaded by themselves o Attribution Persuasion  Self­Fulfilling Prophecy  Labels: if you label someone in a certain group (such as the  cleanest room group) they will act in that way (keeping their room  clean) o Audience Persuasion Techniques  Foot in the door • Ask for something small then ask for another small thing until they  build into a larger thing  Door in the Face  • Ask for something huge and unrealistic then ask a regular/big  request, making the regular/big request seem small  Lowballing • Requesting something small then switching the terms or adding  terms  Monopolization • Saying something someone can’t disagree with  Channelization • Taking a feeling or attitude and channeling it towards something  else   Supplementation • Adding a mascot  5


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