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Persuasion Persuasion Attitude change through Attitude change through communication communication

Persuasion Attitude change through communication Attitude change through communication

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Page 1: Persuasion Attitude change through communication Attitude change through communication

PersuasionPersuasion

Attitude change through Attitude change through communicationcommunication

Page 2: Persuasion Attitude change through communication Attitude change through communication

Operation Iraqi Freedom LeafletsOperation Iraqi Freedom Leaflets

Page 3: Persuasion Attitude change through communication Attitude change through communication
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Elaboration Likelihood Model (Petty Elaboration Likelihood Model (Petty & Cacioppo, 1986)& Cacioppo, 1986)

Central route processing –persuasion Central route processing –persuasion depends on the logic, merit, or depends on the logic, merit, or strength of the arguments.strength of the arguments.

Peripheral route processing- Peripheral route processing- persuasion depends on cues persuasion depends on cues unrelated to the strength or quality unrelated to the strength or quality of the arguments.of the arguments.

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Elaboration Likelihood ModelElaboration Likelihood Model

Central route leads to more enduring Central route leads to more enduring attitude change.attitude change.

For central processing to occur, the For central processing to occur, the recipient must be motivated and able recipient must be motivated and able to analyze the message content.to analyze the message content.

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Elements of PersuasionElements of Persuasion

The communicatorThe communicator CredibilityCredibility

The Sleeper Effect:The Sleeper Effect:

Low credibility msg…………Low credibility msg…………time………………….acceptancetime………………….acceptance

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Elements of PersuasionElements of Persuasion

The communicatorThe communicator AttractivenessAttractiveness

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Elements of PersuasionElements of Persuasion

The MessageThe Message Amount of InfoAmount of Info Emotional contentEmotional content

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The Pen StudyThe Pen Study

Pen/High Pen/High InvolvementInvolvement

Coffee/Low Coffee/Low InvolvementInvolvement

HappyHappy

NeutralNeutral

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Elements of PersuasionElements of Persuasion

RepetitionRepetition Mere exposure effect-the tendency for Mere exposure effect-the tendency for

novel stimuli to be liked more after novel stimuli to be liked more after repeated exposurerepeated exposure

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Order of Presentation: Primacy vs. Order of Presentation: Primacy vs. RecencyRecency

Message#1

Message#2

ResponseMessage

#1Accepted

Message#1

Message#2

ResponseMessage

#2Accepted

Time

Time

Primacy effect predicted:

Recency effect predicted:

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The message recipientThe message recipient Involvement in the issueInvolvement in the issue ForewarningForewarning Attitude inoculation – exposure to weak Attitude inoculation – exposure to weak

persuasive attacks makes people more persuasive attacks makes people more resistant to stronger attacks.resistant to stronger attacks.

Need for cognitionNeed for cognition

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The Need for Cognition ScaleThe Need for Cognition Scale

1. Thinking is not my idea of fun.1. Thinking is not my idea of fun. 1 2 3 4 1 2 3 4

Strongly disagree strongly agreeStrongly disagree strongly agree

2. I like tasks that require little thought 2. I like tasks that require little thought once I’ve learned them.once I’ve learned them.

1 2 3 41 2 3 4Strongly disagree strongly agreeStrongly disagree strongly agree

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Summary: Elaboration Likelihood Summary: Elaboration Likelihood ModelModel

PersuasiveAppeal

Central Route

PeripheralRoute

Analytical & Analytical & motivatedmotivated

High effort: High effort: Elaborate, Elaborate, agree, or agree, or counter-counter-argueargue

Cogent Cogent arguments arguments evoke evoke enduring enduring agreementagreement

Not Not analytical analytical or involvedor involved

Low effort: Low effort: Use Use peripheral peripheral cues, rule-cues, rule-of-thumb of-thumb heuristicsheuristics

Cues Cues trigger trigger liking and liking and acceptance, acceptance, often only often only temporarilytemporarily

Audience Processing Persuasion

Response