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This 0 page Class Notes was uploaded by Kole Corwin on Sunday November 1, 2015. The Class Notes belongs to PSY at Indiana University taught by Scott Thompson in Fall. Since its upload, it has received 18 views. For similar materials see /class/233463/psy-indiana-university in Psychlogy at Indiana University.
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Date Created: 11/01/15
Persuasion Anybody s attempt to in uence our attitudes or beliefs subsequently in uence our behavior 0 education vs propaganda 0 Education Propaganda Black and White Video 1936 Reefer Madness Teenagers at a party Smoking cigarettesweed peer pressure Distributing narcotics to students The student driving ran over a person Rumors of crimes with students addicted to weed Adva tising Industry 100 Billion a year spent on persuading their products 0 Elaboration likelihood model Probability that the recipient of a persuasive message will elaborate on the information contained in the message 0 Elaboration Likelihood Model Probability that the recipient of a persuasive message will elaborate on the information contained in the message 0 Central route processing Carefully analyzed and understand the message Are the arguments compelling Yes 9Change attitude 0 EX Buying cars Peripheral route processing In uenced by the super cial cues associated with the argument Are the peripheral cues compelling N09 No attitude change 0 EX Buying athletic shoes 0 Susceptible to counterpersuasion Jury should be in uenced by central route but often are in uenced by peripheral route processing 4 key elements communicator message itself channel of communication audience NBC amp GM Commercial They picked a beautiful wellrespected journalist Communicator o Credib ity Truth without compromise trustworthiness expertise competence o Attra ctiveness 0 Study of attractivenonattractive people trying to get a petition signed around campus I Attractive 41 I NonAttractive 32 o szeab ity o Smyhrity Fred Tuttle o 79 yo farmer o 10Lh grade dropout 0 201 0 Won Candidacy by a 31 landslide 0 Huge likeability 0 Could trace his ancestry in Vermont to the 1800 s Jack McMullen o 56y0 multimillionaire 0 Two Harvard Degrees 0 475000 Message We are not only persuaded by who says it but by what is said 0 Reason rational vs emotion Depends upon the audience 0 WellEducatedInvolved Better to rely on rational 0 Not WellEducatedInvolved Better to make emotional appeals o Emotional Appeals Positive affect make people feel good Food and Music Fear Reefer Madness movie Egg fryingbrain 0n pan hot girl doing the commercial more successful President Johnson don t text and drive In order for a fear campaign to worldpersuade I Substantial Fear I Feared outcome likely to occur I Message will eliminate outcome I Audience capable of executing the message Guilt Ex Baby Bubba commercial about feeding your kids nutritional food to learn If you can induce guilt you can more easily persuade them message discrepancy Amount of discrepancy between message and audience s preexisting believes can in uence the persuasiveness of a message onesided V twosided Depends upon the audience 0 Onesided is more persuasive when audience is already inclined to agree with you less educated audience themselves see the issue as one sided Republican State 0 Twosided is more persuasive when audience is aware of opposing argument Well educated if the audience is likely to be exposed to some subsequent information Undecided voters o Primaeyv Reeeiiey o Primacy Argument that you will bene t from primacy effect Information that is encountered first is better stored in memory 0 Recency Argue that you can go second States that information towards the end is information that is more efficiently stored and easily recalled o Depends on time between arguments and time on last argument and when an audience makes a decision 0 Message 1 9 Immediately after Message 2 is given 9 Audience makes a decision Neither Effect 0 Message 1 9 Message 2 9 Long Delay before decision Primacy Effect 0 Message 1 9 Delay 9 Message 2 9 Long delay 9 Decision No effect 0 Message 19 Delay 9 Message 2 9 Decision Recency Effect 0 Repetition If all else fails repeat 0 Mere exposure effect repeat exposure to the stimulus is sufficient enough to cause liking for that stimulus 0 Environmental Spoiling Repeatedly exposed to a stimulus you initially dislike those repetitions will cause an escalated dislike Hearing a terrible song on the radio 20 times 0 Complexity of message If a message is simple and is played over and over they have time to analyze message Channel How are you going to deliver your message 0 Mass media advantaged to good looking 0 First televised debate Kennedy and Nixon 0 Kennedy is young charismatic speaks well TV said Kennedy won 0 Nixon was pail hospitalized earlier refused makeup RadioTranscript said Nixon won 0 Facetoface advantage is tailoring to certain crowds disadvantage is not getting your message out to as many people Audience Some people are more persuadable than others Need fbr cognition A person who likes to think about thinking like to analyze and gure things out More easily persuaded low need for cognition They will not counterargue or dissect the issue 0 Sel inonitoring High self monitors more persuadable High self monitors depend on social situations Low self monitors stay true to their believes behavior is dictated by your own valuesbelieves 0 Age Young to Teenagers are more easily persuaded still growing and learning and trying to figure out who they are 0 Sel esteein People with low self esteem do not cognitively process information very well they don t care High self esteem confident about what they believe in People with moderate levels of self esteem are most persuaded 0 Intelligence lesser intelligence levels are more persuadable provided the message is relatively simple Persuasion amp the marketplace Publishers Clearing House Wants you to subscribe Average lay people think they have to subscribe to the magazine to enter into the contest which you do not Average person 700 ads per week 0 persuasive advertising 0 advertising messages Graph Y axis involvement how importantexpensive is the product X axisHow people respond to the product cognitiveemotional A C ars Perfume Bday card for Grandma 4 lt Bug Killer L