Chapter 8 - Persuasion
Chapter 8 - Persuasion PSYC 2130
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This 3 page Class Notes was uploaded by Rebecca Stewart on Monday March 14, 2016. The Class Notes belongs to PSYC 2130 at University of North Carolina - Charlotte taught by Kathleen Burke in Spring 2016. Since its upload, it has received 9 views. For similar materials see Intro to Social Psychology in Psychlogy at University of North Carolina - Charlotte.
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Date Created: 03/14/16
31416 Social Psychology Class Notes Pe rsua sio n Objectives 1 What is Persuasion 3 Elaboration Likelihood Model 2 The Yale School of Attitude Change 4 Resisting Persuasion 1 What is Persuasion Persuasion a method of a person s cognitions feelings behaviors or general evaluations attitudes towards some object issue or person 0 Attitude change 2 The Yale School of Attitude Change Who says what to whom in what context Focus on source content audience and context 0 After WWII why was Hitler so popular Why did he have followers For persuasion to occur people must 1 Pay attention to message 2 Learn message 3 Yield to message 4 Remember message 1 Strong arguments not always persuasive 2 Experts not always persuasive Source Effects 1 Credibility I Competence expertise People who are good at what they do or who are experts are persuasive I Trustworthiness Honest people are more persuasive People who argue against selfinterest are more persuasive 2 Likeability I Similarity People who belong to same groups or like same things more persuasive I Physical attractiveness Physically attractive people more persuasive 3 Elaboration Likelihood Model ELM Petty and Cacioppo 1986 31416 Social Psychology Class Notes 0 People differ in messagerelevant thinking 0 determines response to messages 0 Are you thinking carefully about the message Elaboration the amount of elaboration people engage in depends on and to elaborate ELM s two routes to persuasion 1 Peripheral Route I Occur with low elaboration Mommaquot 390 domle I Superficial cues determine persuasion Able toglgiomea I Example expertlse beauty brand name 2 Central Route I Occurs with high elaboration N I Involves careful thought about the message m I Focus on the strength of the arguments ELM s two routes depend on the level of elaboration mm by Whyde 0 Central focus on of the message high fades Wad cantd bmomaaaga b umoaaao maugoqud y cues m dd Minnow balms loge elaboration looking directly at it 0 Peripheral focus on characteristics low elaboration its there but you aren t focused on it mwhether we elaborate 1 to elaborate I Situational factors 0 Personal relevance 0 Accountability I Need for cognition Cacioppo amp Petty 1982 I Whether people enjoy and regularly engage in thinking even if it takes effort 2 Need for cognition scale items I quotI prefer my life to be filled with puzzles that I must solve I quotThe notion of thinking abstractly is appealing to me I quotThinking is not my idea offun 3 to elaborate I Situational factors 0 Time pressure 0 Distraction 0 Message repetition I Personal factors 0 Knowledge 0 Fatigue Classic example of central vs peripheral processing Petty Caciopoo amp Goldman 1 981 o Read a message stating why university should have comprehensive exams 31416 Social Psychology Class Notes 0 M mgh exams would be implemented next year M exams would not be implemented for 10 years Strong vs low I and of the source Princeton professor quotCarnegie Commission on Higher Educationquot vs high school students 0 m I Level of agreement with the persuasive message attitude toward comprehensive exams Mud lowId amok sin 0 um um tuna A watchman 0 i o I 1 0 1 WM 39139quot o M monvamon mo umquot 70 PROMOY39NG o M hm ponona y I M FACTORS ATTITUDE CHANGE o 24 o u o M o l l 1 Danniunion o 24 minimum 04 39 W l o 2 on i L o M o 3 014 o u Pma y quotMam m w I um ponmly quotbum c 06 os I Strong 000mm Moll New cl inquot some coupon some 1 o NHWWI Inc tmnii IJIIW W Mmlmpovpu 5quot 39urhobqv 39 OM jli l mild nu 1 Elaboration leads to strong attitudes 0 Central route processing leads to stronger attitudes 0 Peripheral route processing leads to weak attitudes 0 Use central route for important decisions 0 Use peripheral route for trivial decisions 4 Resisting Persuasion Attitude Inoculation McGuire 1964 o Inoculation Metaphor I Small dose of a virus gt body develops immunity to fullblown disease Exposure to arguments against your position may your ability to later resist arguments 0 Why Weak arguments lead you to more able to yourself from future attacks
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