Persuasion Basically a change in attitude, which MAY lead to a change in behavior.

Slides:



Advertisements
Similar presentations
Persuasion. We are bombarded with attempts at persuasion every day. Can we find some in this room?
Advertisements

ATTITUDES AND PERSUASION. Activity  Raise your hands if you agree  Our country needs to address the growing number of homeless persons.  It is a good.
Copyright ©2012 by Pearson Education, Inc. All rights reserved. THINK Social Psychology Kimberley Duff THINK SOCIAL PSYCHOLOGY Chapter The Power of Persuasion.
Persuasion Dr. K. A. Korb University of Jos. Outline McGuire’s Attitude Change Model Yale Programme Elaboration Likelihood Model (ELM) Fear Appeals Dr.
Social Psychology how the presence of other people (real, imagined, or implied) affects an individual’s thoughts, feelings, and behavior.
Ch 6: Attitudes Part 2: Oct. 7, Stanford Prison Experiment (cont.) How/why did the experiment end? Main Results from the SPE: – 1) – 2) – 3)
Social Psychology Questions  How do we explain behavior?  How does persuasion work?  How do others influence our behavior?
Schedule for week  Today – Dual mode presentation, ELM and HSM.  Wednesday – Finish up ELM and HSM and review for the mid-term.
Chapter 7 - Persuasion Part 1: Feb 28, Persuasion and its paths Persuasion is process of changing an attitude, belief, or behavior Effective v ineffective.
Ch 6: Attitudes Part 2: Oct. 6, Persuasion Attempt to change an attitude 2 routes: – Central route - Focus on argument. How does it work? – Peripheral.
Chapter 10 Persuasion.
Attitudes & Attitude Change Chapter 7. What are attitudes?  Evaluations of people, objects and/or ideas that often determine what we do.
Attitudes & Attributions Scott Johns and Jenna Callen.
Attitude change Theories of attitude change: Cognitive dissonance Persuasive communication Dual-process theory Evidence relating to these theories psychlotron.org.uk.
Persuasion, Attitude and Change
ELABORATION LIKELIHOOD MODEL CTU LIVE CHAT Developed by. Richard Petty. & John Cacioppo.
ELABORATION LIKELIHOOD MODEL Routes to Persuasion Richard Petty, John Cacioppo.
Desia Dunn Elaboration Likelihood Model (Chapter 5- Persuasion)
Elaboration-Likelihood Model
Key concepts Social norms to influence behavior Descriptive – What does everyone else do? Injunctive – What should everyone do? *concept of.
Persuasion Social Psychology.
MARKETING MANAGEMENT 14th edition
Learning goals identify and understand various theories of attitudes understand the three critical components of persuasion identify factors that influence.
Persuasion MAR 3503 February 7, A traditional model of persuasion.
Theories that focus on the individual Chapter 4
Persuasion Attitude change through communication Attitude change through communication.
Ch 7: Persuasion ( we skip Ch 5 & will get to Ch 6 next in Myers’ text) Part 1: Feb. 17, 2014.
Elaboration Likelihood Model Developed by Petty & Cacioppo.
Understanding Persuasive Messages © Stockbyte / SuperStock.
The Science of Persuasion: Using Persuasion Principles & Techniques.
SOCIAL PSYCHOLOGY SOCIAL PSYCHOLOGY Chapter 13. SOCIAL PSYCHOLOGY  Social psychology: The scientific study of how people think about, influence, and.
TM 9-1 Copyright © 1999 Addison Wesley Longman, Inc. Self-Persuasion Principles u Philosophies of the leading ad agencies u The elaboration likelihood.
The Persuasive Speech Ch. 24 Continued. Classic Persuasive Appeals: Using Proofs Pathos: Proof by Emotion – Aristotle taught that successful public speakers.
CLICKER QUESTION #1 The central route and the peripheral route refer to two actual physiological pathways found in the human brain. TRUE = A FALSE = B.
1 Chapter 14 Persuasive Presentations © 2008 McGraw-Hill Higher Education. All rights reserved.
Chapter 7: Persuasion Jim West/Alamy
Interactive Topic Test
Extra credit opportunities in this class
NEGOTIATION SEVENTH EDITION
Chapter 4 Attitudes.
Persuasion, Attitudes & Behavior
The Self, Attitudes, and Persuasion
The Nature and Role of Attitude
ATTITUDE FORMATION AND CHANGE
Persuasive Techniques
Communication Models and Advertising Research
ATTITUDES Attitudes include beliefs (cognitive) and feelings (affective) that predispose us to act (behavior) in a certain way toward objects, people,
Elaboration Likelihood Model (ELM)
From Groups to Persuasion
Chapter 3: Mass Communication, Propaganda, and Persuasion
Elaboration Likelihood Model
Social Psychology Talbot
Attitudes and Persuasion
Chapter 6 How Advertising Works
Social Thinking Attributions Attitudes Attitudes Affect Actions
Elaboration Likelihood Model
Communication Models and Advertising Research
Chapter Fourteen The Persuasive Speech.
Unit: Social Pyschology
Ch 6: Attitudes Part 2: Oct. 6, 2010.
Media message & creative execution
Social Psychology AP Psychology
Introduction of Psychology
Persuasion Chapter 6.
Social Cognition.
Unit 12: Social Pyschology
Communication Models and Advertising Research
CLICKER QUESTION #1 The central route and the peripheral route refer to two actual physiological pathways found in the human brain. TRUE = A FALSE = B.
QUESTION #1 The central route and the peripheral route refer to two actual physiological pathways found in the human brain. TRUE = A FALSE = B B.
Presentation transcript:

Persuasion Basically a change in attitude, which MAY lead to a change in behavior.

Message Learning Approach Hovland Attitude change depends on attention to the message Comprehension of the message Acceptance of the message

Factors that influence Persuasion Source Message Medium/channel Target

Elaboration Likelihood Model Petty and Cacioppo Central Route: People think carefully about the communication. Influenced by the strength of the argument Peripheral Route: Influenced by cues irrelevant to the content and the quality of the communication

Sleeper Effect the delayed effectiveness of a message from a non-credible source most effective if: * the message is convincing enough to lead to persuasion * discounting occurs after not before * discounting occurs faster than message

Presentation Order Makes a Difference Climax Order: Weak to Strong Anticlimax order: Strong to weak pyramidal: strong arguments between weak ones

Vividness If you were to add up all of the cracks around and under the doors of your home, you'd have the equivalent of a hole the size of a football in your living room wall. Think for a moment about all the heat that would escape from a hole that size. That's precisely why I'm recommending that you install weatherstripping....and your attic totally lacks insulation. We call that a naked attic. It's as if your home is facing winter not just without an overcoat, but without any clothes at all.

One vs. Two sided messages I am clearly the most amazing woman you can date, I’m intelligent, I’m rich, and I am way more fun than the other women out there Well, she definitely is nice and sweet but it’s a matter of priorities. Do you want sweet or do you want everything else?

NFC Need for Cognition: individual's preference for a tendency to engage in effortful cognitive activities

Speech Styles Hesitations Disclaimers Qualifiers Tag questions

life cycle: attitudes change as people grow older generational: people maintain the same attitudes when they are younger, but different generations have different attitudes.

Subliminal Advertising Vicary and the Popcorn Coke Study Eat Popcorn

Give Rowena Good Evaluations This is the best class you’ve ever had