1. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Social Psychology by David G. Myers 8 th Edition Persuasion

2. Copyright © 2005 by The McGraw-Hill Companies, Inc. Two Routes to Persuasion Central route persuasion Peripheral route persuasion

3. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. The Elements of Persuasion The communicator –Credibility –Attractiveness The message content –Reason versus emotion –Discrepancy –One-sided versus two-sided appeals –Primacy versus recency

4. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. The Elements of Persuasion The communication channel –Active experience or passive communication –Personal versus media influence The audience –How old are they? –What are they thinking? © Kathy McLaughlin/ The Image Works

5. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Case Studies in Persuasion: Cult Indoctrination Attitudes follow behavior Persuasive elements –The communicator –The message –The audience Group Effects ©AP/Wide World Photos

6. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Resisting Persuasion: Attitude Inoculation Strengthening personal commitment Large scale inoculation programs Implications

7. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Supplemental Slides

8. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Processing Messages

9. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Processing Messages

10. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Routes to Persuasion

11. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Routes to Persuasion

12. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Changing Attitudes

13. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Effects on Persuasion

14. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Information Campaigns

15. Persuasion Copyright © 2005 by The McGraw-Hill Companies, Inc. Information Campaigns