Persuasion Attitude change through communication Attitude change through communication

Operation Iraqi Freedom Leaflets

Elaboration Likelihood Model (Petty & Cacioppo, 1986) Central route processing –persuasion depends on the logic, merit, or strength of the arguments. Central route processing –persuasion depends on the logic, merit, or strength of the arguments. Peripheral route processing- persuasion depends on cues unrelated to the strength or quality of the arguments. Peripheral route processing- persuasion depends on cues unrelated to the strength or quality of the arguments.

Elaboration Likelihood Model Central route leads to more enduring attitude change. Central route leads to more enduring attitude change. For central processing to occur, the recipient must be motivated and able to analyze the message content. For central processing to occur, the recipient must be motivated and able to analyze the message content.

Elements of Persuasion The communicator The communicator Credibility Credibility The Sleeper Effect: The Sleeper Effect: Low credibility msg…………time………………….acceptance

Elements of Persuasion The communicator The communicator Attractiveness Attractiveness

Elements of Persuasion The Message The Message Amount of Info Amount of Info Emotional content Emotional content

The Pen Study Pen/High Involvement Coffee/Low Involvement Happy Neutral

Elements of Persuasion Repetition Repetition Mere exposure effect-the tendency for novel stimuli to be liked more after repeated exposure Mere exposure effect-the tendency for novel stimuli to be liked more after repeated exposure

Order of Presentation: Primacy vs. Recency Message #1 Message #2 Response Message #1 Accepted Message #1 Message #2 Response Message #2 Accepted Time Primacy effect predicted: Recency effect predicted:

The message recipient The message recipient Involvement in the issue Involvement in the issue Forewarning Forewarning Attitude inoculation – exposure to weak persuasive attacks makes people more resistant to stronger attacks. Attitude inoculation – exposure to weak persuasive attacks makes people more resistant to stronger attacks. Need for cognition Need for cognition

The Need for Cognition Scale 1. Thinking is not my idea of fun. 1. Thinking is not my idea of fun Strongly disagree strongly agree 2. I like tasks that require little thought once I’ve learned them. 2. I like tasks that require little thought once I’ve learned them Strongly disagree strongly agree

Summary: Elaboration Likelihood Model Persuasive Appeal Central Route Peripheral Route Analytical & motivated High effort: Elaborate, agree, or counter- argue Cogent arguments evoke enduring agreement Not analytical or involved Low effort: Use peripheral cues, rule-of- thumb heuristics Cues trigger liking and acceptance, often only temporarily Audience Processing Persuasion Response