Social Psychology Talbot Chapter Seven Persuasion

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Two routes to persuasion Central route persuasion Peripheral route persuasion Copyright © 2002 by The McGraw-Hill Companies, Inc. 2 of 16

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The elements of persuasion The communicator Credibility Attractiveness The message content Reason versus emotion Discrepancy One-sided versus two-sided appeals Primacy versus recency Copyright © 2002 by The McGraw-Hill Companies, Inc. 4 of 16

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The elements of persuasion The communication channel Active experience or passive communication Personal versus media influence The audience How old are they? Self-esteem? What are they thinking? Copyright © 2002 by The McGraw-Hill Companies, Inc. 5 of 16

Copyright © 2002 by The McGraw-Hill Companies, Inc. What are they thinking? Forewarned is forearmed Distraction disarms Uninvolved audiences use peripheral cues Copyright © 2002 by The McGraw-Hill Companies, Inc. 3 of 16

Case studies in persuasion: Cult indoctrination Attitudes follow behavior Persuasive elements The communicator The message The audience Group Effects Copyright © 2002 by The McGraw-Hill Companies, Inc. 6 of 16

Resisting persuasion: Attitude inoculation Copyright © 2002 by The McGraw-Hill Companies, Inc. 7 of 16

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