Extra credit opportunities in this class

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Extra credit opportunities in this class Up to ____ % for participating in research. ½ hour participation = ½ % point added on After February 2nd: Go to http:// wisc-commarts.sona-systems.com User name = netid Password = 10-digit student # (can change it) Find your 4-digit SONA id number in your account NEED THIS TO GET CREDIT: WRITE IT DOWN Browse for studies: will be added throughout semester Sona guide on moodle Questions: Esther Paik at jpaik3@wisc.edu

Persuasion involves… Symbolic process – taken loosely Intentionality: deliberate attempt People must persuade themselves: generate thoughts Free choice: lack of coercion

Persuasion today More prevalent than at any other time in history More subtle and sophisticated Speed of persuasion More complex audience

Historical view: Greece Ancient Greece- strong emphasis in ancient Greece on persuasion and rhetoric Sophists- taught classes in persuasion techniques- tricks to increase persuasiveness.

Historical view: Social science After WWI: Public relations field to persuade 1930s: Dale Carnegie How to Win Friends and Influence People 1930s: Attitude research starts Hovland- post WW2 Yale attitude change approach (ex. one-sided versus a two-sided presentation) Target characteristics Source characteristics message characteristics/ message medium Who Says What In Which Channel To Whom To What Effect Empirical approach: experiments and surveys

Persuasion functions Shaping Reinforcing Changing

Three levels of processing in persuasion Systematic/Central: process persuasive message carefully, understanding arguments and beliefs Deliberate Elaboration High attention- uses working memory Can still be biased Information and rational argumentation Type 2 processing

Two: Simple cues Low effort rules of thumb; some processing; fairly quick Moderate cognitive effort; low motivation Type 1 processing

Automatic/nonconscious Nonconscious: "operating or existing outside of consciousness” Done automatically, mindlessly: with minimal cognitive effort More affect based ex.) evaluative associations Without explicit attention to persuasive communication- less activation of defenses Different from subliminal; different from Freud’s psychoanalytic, unconscious Examples: touching, nonverbal mirroring, scents, grocery store layout, shelf placement Type 1 processing