1. Persuasion
Social Psychology

2. Persuasion
The direct attempt to influence or change other people’s attitudes

3. Persuasion
Elaboration likelihood model- a model suggesting that attitudes can change through evaluation of the content of a persuasive message (central route) or by irrelevant persuasion cues (peripheral routes)

4. Persuasion
Central route of persuasion- the listener focuses on the content of the product.
Uses evidence & logical arguments

5. Elaboration Likelihood Model
Buying a Car--Focusing on the Central Route of Persuasion
Salesman: “how can I help you?”
Buyer: “I am interested in this Dodge Charger. What kind of gas mileage does it get?”
Salesman: “Great mileage! Let me show you a picture of my family.”
Buyer: “Nice picture, but I am more interested in what kind of an engine and turn ratio does this car have?”
Salesman: “The best car in the world when it comes to hemi power.”

6. Persuasion
Peripheral route of persuasion- the listener focuses on the tone of person’s voice, their excitement- indirect; tries to link person/product/idea with something positive or negative

7. Elaboration Likelihood Model
Buying a Car Focusing on the Peripheral Route of Persuasion
Salesman: “How can I help you?”
Buyer: “I am interested in this Dodge Charger.”
Salesman: “Do you have any kids?”
Buyer: “No”
Salesman: “I will tell you, this car attracts the women!!!”
Buyer: “Really?”
Salesman: “I love this car, it will turn back the aging process 20 years.”
Buyer: “Really?”
Salesman: (High fives the buyer) “you are meant to drive this car!!!!!!”

8. Changing Attitudes with Persuasion
Social Psychology

9. What affects the persuasiveness of an argument?
The Communicator (source)
Credibility
Expertise
Physical attractiveness
Similar to audience in age, ethnicity, etc.

10. What affects the persuasiveness of an argument?
The Message
Repeated exposure
Clear, convincing, logical
Central route
Emotional appeals
Based on a strong emotion, not logic
Especially fear
Peripheral Route

11. Emotional Appeals

12. What affects the persuasiveness of an argument?
The Medium (how?)
TV most widespread
Face-to-face very effective, esp. in politics

13. What affects the persuasiveness of an argument?
The Audience
Attitude change more likely when new attitude isn’t too different
Openness to change is related to age & education
Audience should find message personally important