1. Chapter 7 - Persuasion Part 2: March 2, 2006

2. Primacy v Recency Primacy effect – argument presented first usually has important effect. Recency effect – better memory for more recent info. Which seems to be most powerful based on research?

3. Another factor in persuasion… The Channel –In general, persuasion decreases as the significance & familiarity of the issue increases –A major source of influence is personal contact or appeals –See Fig 7-7 in book comparing coronary risk after health ed based on ads v. personal contact

4. The Ad & The Ego Video How many ads are we exposed to daily? How has advertising changed over time? –From pre-1950’s, to 1950-era, to current ads? –What are their main messages and links with consumerism?

5. Media & Persuasion Third-person effect – Evidence of media’s effect on attitude change? –Difficult to do this research –Appears to be small effects overall Effects of consumer ads? Effects of political ads? –Agenda control? Dearing & Rogers study -

6. Resistance to Persuasion Why are media effects so small? 1. Attentional biases & resistance 2. Pre-existing commitments 3. Prior knowledge effects

7. Attentional Biases People are inclined to attend selectively to info that confirms their original attitudes –Study comparing students who support/oppose legalizing marijuana Manipulation? –Results? –Conclusion?

8. Previous Commitments & Resistance Political allegiances – –Passed from parents to children, hard to overcome –Studies of ‘public commitments’ where people state their attitudes – What is the effect? Why? “Thought polarization” –

9. Attitude Inoculation Tactics for resisting influence/persuasion Expose people to weak attacks on their attitudes  What is the result? Applications of this and evidence?

10. Counterarguments Tobacco ads - In 1971 tobacco cos. stopped TV ads. Why? –2 years previously, law enacted giving anti- smoking forces equal amount free air time for every smoking ad –How persuasive were the counter-ads? –TV versus other media? Use of counterarguments?

11. The Communicator: Gender Differences Carli study of powerful v powerless speech –Powerless speech includes, –Hesitation – –Disclaimers – –Qualifiers - –Tag Questions – –What is powerful style related to? Who is more likely to use powerful/powerless?

12. Gender Link w/effectiveness – Carli study –Women attempting to get men to change attitude, which style most effective? –In getting other women to change attitudes? How did Carli explain these results? In a follow-up study, what was found?