Persuasion
- Created by: Sess
- Created on: 16-05-15 10:51
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- Persuasion
- Routes to persuasion
- Elaboration Likelihood Model
- Central Route
- Focuses on the argument. If they are strong + compelling, persuasion is likely.
- Involves careful consideration of message content
- If the arguments are weak, the audience will produce counter- arguments
- This route is used for larger sales such as laptops
- Used when there's more time to sway audience.
- Peripheral Route
- The strength of the argument isnt important, but presentation of it is
- e.g. Attractive presenter = attractive argument
- Used if theres less time to sway audience or if audience isnt that invested e.g buying ice cream
- Petty + Cacioppo (1970s)
- Central Route
- Heuristic Systematic Model
- Chaiken (1989)
- Systematic processing
- Carefully considering arguments, evaluating their source
- Heuristic processing
- Using short-cuts 'trust the expert, long messages seem more credible but rarnt actuallly read
- Unimodel of Persuasion
- States that there is just a central route to persuasion
- As in, the process of persuasion is the same but central/peripheral routes are how info is received.
- Kruglanski (1989)
- Elaboration Likelihood Model
- Extreme Persuasion
- Elements of Persuasion
- The Communicator
- Often charismatic, 'expert' + trustworthy
- Jim Jones used 'psychic readings' but really called someone who lived with the initiate
- Many cult members are recruited by family or friends
- Conway + Siegelman (1979)
- The Message
- Vividly emotional + full of warmth to welcome + attract lonely people
- e.g. join our family
- The Audience
- Usually young and impressionable
- Those at turning points in their lives
- The Communicator
- Group Effects
- Cults cut off members from outsiders, allowing only contact with group members
- The group defines reality
- The group punishes doubt, reinforcing their ideologies
- CULTS
- The greater the commitment, the more we need to justify it
- Comliance breeds acceptance. New initiates are put into fund raising and public commitment rituals
- Foot in the door phenomenon: Small requests get bigger
- Jim Jones Jonestown Suicides
- Students were asked to take part in an experiment.
- If they were told it started at 7am in the beginning, only 24% agreed. If they were told after, all showed up
- Cialdini et al
- Elements of Persuasion
- Definition
- The Process by which a message induces a change in beliefs, attitudes or behaviour
- Resisting Persuasion
- Occurs if:
- Personal commitment
- One has confidence in one's beliefs
- Their beliefs are mildly attacked (belief inoculation)
- Counter arguments are developed
- Ppts were showed that they were vulnerable to attack on truism such as brushing teeth everyday is good
- Because they were exposed to mild attacks, they were able to resist stronger ones
- McGuire (1964)
- Occurs if:
- Routes to persuasion
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