1. Extra credit opportunities in this class
Up to ____ % for participating in research.
½ hour participation = ½ % point added on
After February 2nd:
Go to wisc-commarts.sona-systems.com
User name = netid
Password = 10-digit student # (can change it)
Find your 4-digit SONA id number in your account
NEED THIS TO GET CREDIT: WRITE IT DOWN
Browse for studies: will be added throughout semester
Sona guide on moodle
Questions: Esther Paik at

2. Persuasion involves… Symbolic process – taken loosely
Intentionality: deliberate attempt
People must persuade themselves: generate thoughts
Free choice: lack of coercion

3. Persuasion today More prevalent than at any other time in history
More subtle and sophisticated
Speed of persuasion
More complex audience

4. Historical view: Greece
Ancient Greece- strong emphasis in ancient Greece on persuasion and rhetoric
Sophists- taught classes in persuasion techniques- tricks to increase persuasiveness.

5. Historical view: Social science
After WWI: Public relations field to persuade
1930s: Dale Carnegie How to Win Friends and Influence People
1930s: Attitude research starts
Hovland- post WW2 Yale attitude change approach (ex. one-sided versus a two-sided presentation)
Target characteristics
Source characteristics
message characteristics/ message medium
Who Says What In Which Channel To Whom To What Effect
Empirical approach: experiments and surveys

6. Persuasion functions
Shaping
Reinforcing
Changing

7. Three levels of processing in persuasion
Systematic/Central: process persuasive message carefully, understanding arguments and beliefs
Deliberate
Elaboration
High attention- uses working memory
Can still be biased
Information and rational argumentation
Type 2 processing

8. Two: Simple cues
Low effort rules of thumb; some processing; fairly quick
Moderate cognitive effort; low motivation
Type 1 processing

9. Automatic/nonconscious
Nonconscious: "operating or existing outside of consciousness”
Done automatically, mindlessly: with minimal cognitive effort
More affect based ex.) evaluative associations
Without explicit attention to persuasive communication- less activation of defenses
Different from subliminal; different from Freud’s psychoanalytic, unconscious
Examples: touching, nonverbal mirroring, scents, grocery store layout, shelf placement
Type 1 processing