1. Chapter 3: Mass Communication, Propaganda, and Persuasion

2. Central Peripheral Few appeals use one route or the other exclusively
Routes to Persuasion
Central
Peripheral
Few appeals use one route or the other exclusively

3. Key factors in effectiveness of communication
1. Source of communication
2. Nature of communication
3. Characteristics of the Audience

4. Source of the Communication
Expert and trustworthy.
Attractiveness
Communicator argues against their own self-interest.
Audience believes the communicator is not trying to influence them.
If we like and identify – likely to be influenced.

5. Nature of the Communication
Compelled by fear – fear arousing with specific instructions more likely to change behavior. But – if behavior is too threatening, avoided.
Statistics vs. personal examples – vivid powerful
One-sided vs. two-sided arguments – audience position and informed-ness
Order of presentation of arguments – primacy and recency (next slide)
Relationship between credibility of communicator, discrepancy of views with audience, and persuasion.

6. Primacy and Recency Effects
Most evident when statements are back to back
and behavior change follows a time gap
Recency
Most evident when enough time separates the two messages and audience commits soon after the second message.

7. Characteristics of the Audience
Self Esteem
Higher less persuadable, more likely to act quickly in fear situation
Prior Experience
Happy and well fed
Don’t want to be led around
Counter arguments on the spot
Discrepant views, one or two sided arguments.

8. Cognitive Dissonance and Persuasion
If message of the communicator is inconsistent with the audience, persuasion depends on…
Size of the discrepancy
Communicator variables (trustworthiness – can the communicator be changed or derided?)
Other audience responses
Innoculation/ability to develop arguments in opposition

9. As a social psychologist, why would this be effective… …or not?
Consider Condom Use
As a social psychologist, why would this be effective…
…or not?

10. A few social influence tactics…
Multiple Requests
Foot-in-the-door – small request at first to larger
Door-in-the-Face – large request to small
That’s Not All! -- add incentives

11. Persuasion tactics Ingratiation (be credible, or scary)
Pressure (demands, intimidation)
Upward Appeals (support from authority)
Exchange Tactics (offer reciprocal benefits)
Coalition Tactics (work with others)
Rational Persuasion (logic and evidence)
Inspirational Appeals (appeal to values, ideals)
Consultation (involve target in decision making)

12. Attitudes vs. opinions
Opinions are something a person believes to be factually true
Opinions are cognitive -- they take place in the head rather than the “gut”
Attitudes are opinions with an evaluative and an emotional component
Attitudes are much harder to change than are opinions

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