Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Social Psychology by David G. Myers 8 th Edition Persuasion

Copyright © 2005 by The McGraw-Hill Companies, Inc. Two Routes to Persuasion Central route persuasion Peripheral route persuasion

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. The Elements of Persuasion The communicator –Credibility –Attractiveness The message content –Reason versus emotion –Discrepancy –One-sided versus two-sided appeals –Primacy versus recency

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. The Elements of Persuasion The communication channel –Active experience or passive communication –Personal versus media influence The audience –How old are they? –What are they thinking? © Kathy McLaughlin/ The Image Works

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Case Studies in Persuasion: Cult Indoctrination Attitudes follow behavior Persuasive elements –The communicator –The message –The audience Group Effects ©AP/Wide World Photos

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Resisting Persuasion: Attitude Inoculation Strengthening personal commitment Large scale inoculation programs Implications

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Supplemental Slides

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Processing Messages

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Processing Messages

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Routes to Persuasion

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Routes to Persuasion

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Changing Attitudes

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Effects on Persuasion

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Information Campaigns

Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Information Campaigns