Ch 7: Persuasion ( we skip Ch 5 & will get to Ch 6 next in Myers’ text) Part 1: Feb. 17, 2014

Persuasion Attempt to change an attitude 2 routes: – Central route - Focus on argument How does it work? – Peripheral route - Focus on emotion or other cues besides argument How does it work? – What determines which route we use?

1) Source of the persuasion – – Importance of credibility: 2 main dimensions? – Importance of likeability: 2 main dimensions? Effect of personal involvement –

2) The Message – – Primacy vs. recency effect – which has more evidence? – Fear-based messages – do they work? Need to induce certain conditions –

Do subliminal messages work? – Words/pictures not consciously perceived but may influence attitudes or behaviors Distinction between subliminal perception & subliminal persuasion – Examples? – Greenwald’s experiments – Subliminal memory or self-esteem messages Manipulation: told of actual message or told of opposite message Results?

– Contrast Greenwald’s experiment w/Murphy’s subliminal experiment using Chinese characters: Details - Murphy’s results: Differences from Greenwald’s experiment: