Elements of Persuasion
- Created by: Sess
- Created on: 16-05-15 11:11
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- Elements of Persuasion
- The Communicator
- A) Credibility
- Perceived Experience
- They must be seen to be knowledgeable on a topic eg. dentist on tooth decay
- Olsan + Cal (1984)
- They must speak confidently, confident speakers are perceived as much more credible
- Pentland (2010)
- They must be seen to be knowledgeable on a topic eg. dentist on tooth decay
- Perceived Trustworthiness
- They must not appear to be trying to persuade
- Walster + Festinger (1962)
- An effective communicator goes against self interest eg Nelson Mandela
- Chaiken et al (1978)
- They must talk fast to appear more objective, intelligent + trustworthy
- Miller (1976)
- They must not appear to be trying to persuade
- The communicator must be perceived as being expert + trustworthy
- Their credibility diminishes over time, however, as sources of info are forgotten
- Cook + Flay (1978)
- Perceived Experience
- B) Attractiveness/ Likeability
- Similarity vs. Credibility (Expert)
- DIYers were more influenced by the opinion on how much paint to buy than shop owner.
- But when it came to dental hygiene, dentist was more convincing
- Brock (1965)
- We are more likely to respond to people we like
- Burger et al (2001)
- Attractiveness can arise from two means:
- Physical Appeal
- Similarity to us
- Similarity vs. Credibility (Expert)
- A) Credibility
- The Content
- Need for Cognition
- The quality of the argument had an effect on students with a high need for cognition but low effect on those with a low need for cognition
- Capioppo et al (1983)
- Good Feelings = affectiveness
- People in a good mood make faster + impulsive decisions using the peripheral route
- Sad people tended to think more, using the central route
- Moons + Mackie (2007)
- Fear Arousal
- There is a greater response to messages that frighten
- Fear loaded messages can be more effective to get people to quit smoking
- de Hoog et al (2007)
- The more frightened + vulnerable, the more responsive
- Women aged 44-60 viewed videos on mammograms.
- Banks et al
- Fear got 2/3 to get one done.
- Positive benefits got 1/2 to go get one done
- But fear isnt always effective
- Sometimes fear messages can lead to denial if there are more available coping strategies
- Rogers _ Mewborn (1976)
- Primacy vs. Recency
- Primacy: The info that is presented earlier gets remembered
- Recency: The info that is presented later is remembered
- College students were given sentences to read about a guy called john.
- When it was intelligent to envious, John was reported more positively than if it had been the other was around
- Asch (1946)
- Discrepancy
- How persuasive a message is is based on how the receiver evaluates the position of the messsage
- Students read a poorly written poen and were given an evaluation of it by TS Elliot or some student
- The eval was either moderately in support of the poem or very in support of it
- Opinions were most changed if TS had written a strong positive review of it
- Aronson et al (1963)
- Arguments are more persuasive for an educated or analytical audience
- Emotional please are more convincing for less educated audiences
- Cacioppo et al (1983)
- Therefore, educated audiences often travel the central route, less educated down the peripheral route
- Chaiken (1980)
- Need for Cognition
- The Audience
- Age
- Life cycle Explanation
- Young people vs. old people tend to have different attitudes as change during the lifespan
- Generational Explanation
- Attitudes do not change, people hold on to the attitudes that they developed when young
- They are different than those adopted by the young nowadays
- Sears (1986)
- There is more evidence for a generational explanation
- Life cycle Explanation
- Their thoughts
- Forewarning
- If someone is forewarned that they will be persuaded, they will be less open to persuasion
- Distractions
- Can disarm potential counterarguments eg political campaigns use images so we dont analyse the words
- Defensive Rhetoric
- A technique used to resist/undermine counterarguments
- Forewarning
- Age
- The Channel
- Active Experience vs Passive Reception
- Crawford et al (1974)
- People belonging to 12 churches were visited at home before + after a sermon about racism + bigotry
- When the 90% were asked if they had heard of such a topic at church, only 60% said yes
- In the 2nd interview, only 10% said they had heard about such topics recently
- Personal or Media?
- Type of Media
- The level of persuasiveness is also affected by the complexity of the message and the method used to convey the message.
- Difficult messages are more persuasive when written
- Simple messages are more persuasive in video form
- Chaiken + Eagly (1976)
- Students were given hard or easy messages in written audio or video format
- Personal influence appears more important than media influence eg Harry potter success from WoM
- Political personal visits
- Those not intending to vote were divided into 3 groups
- 1) Exposed to mass media campaigns. 19% voted in favour
- 2) Received mail on it. 45% voted in favour
- 3) Personally visited by a representative. 75% voted in favour
- Eldersvald + Dodge (1954)
- Type of Media
- Active Experience vs Passive Reception
- Hovland (1940-50)
- The Communicator
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