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Persuasion Social Psychology

Persuasion

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Persuasion. Social Psychology. Persuasion. The direct attempt to influence or change other people’s attitudes. Persuasion. - PowerPoint PPT Presentation

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Page 1: Persuasion

PersuasionSocial Psychology

Page 2: Persuasion

PersuasionThe direct attempt to influence or change other

people’s attitudes

Page 3: Persuasion

PersuasionElaboration 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)

Page 4: Persuasion

PersuasionCentral route of

persuasion- the listener focuses on the content of the product.

Uses evidence & logical arguments

Page 5: Persuasion

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.”

Page 6: Persuasion

PersuasionPeripheral 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

Page 7: Persuasion

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!!!!!!”

Page 8: Persuasion

Changing Attitudes with Persuasion

Social Psychology

Page 9: Persuasion

What affects the persuasiveness of an

argument? The Communicator (source)

Credibility Expertise Physical attractiveness Similar to audience in age, ethnicity, etc.

Page 10: Persuasion

What affects the persuasiveness of an

argument? The Message

Repeated exposureClear, convincing,

logical Central route

Emotional appeals Based on a strong

emotion, not logic Especially fear

Peripheral Route

Page 11: Persuasion

Emotional Appeals

Page 12: Persuasion

What affects the persuasiveness of an

argument? The Medium (how?)

TV most widespread Face-to-face very effective, esp. in politics

Page 13: Persuasion

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