- changing attitudes, beliefs,
behaviors
- what makes it good/bad?
- cognitive approach
o
why we are persuaded
o
routes of persuasion
§ central route
· arguments
· enduring changes
§ peripheral route
· superficial cues
· temporary changes
- 1. communicator
o
sleeper effect
§ delayed persuasion
§ initially discount message,
but then forget why
o
credibility
§ perceived expertise
· knowlegdgble
· speak confidently
§ perceived trustworthiness
· speech style
· argue against self-interest
o
attractiveness
§ physical appeal
§ similarity
· vs. credibility
o
personal matters
- similarity
o
judgments of fact
- credibility
- 2. content of message
o
reason vs. emotion
§ depends on audience
§ effect of good feelings
· good vs. bad mood
o
effect of fear
§ how much fear?
· more fear = greater response
o
interest, prevention
o
not always effective
o
fear persuasive when:
1. fear consequences
2. solution is offered
3. capable of solution
o
one-sided vs. two-sided appeals
§ present opposing arguments?
· agree vs. disagree
· aware of arguments
o
primacy vs. recency
§ primacy effect
· early info most persuasive
§ recency effect
· last info most influential
· how?
o
time separates messages
o
commit self after 2nd option
- 3. channel of communication
o
active vs. passive
§ active experience
· spoken message
§ passive reception
· advertising
o
political election
1.
familiarity
2.
believability
o
personal vs. media influence
· personal
o
heart disease study
o
college students
· media
o
two-step flow of communication
1.
media influences leaders, leaders influence others
o
comparing media
1.
live most effective
2.
written
3.
message difficulty influences medium
- 4. who
is audience?
o
age
§ younger influenced
o
what are they thinking?
§ forewarned = forearmed
· counterarguments
· sneak attacks
§ distraction
· pictures
§ level of involvement
· involved vs. uninvolved
- cults
o
devotion
o
isolation
o
charismatic leader
- how/why?
o
attitudes follow behavior
§ compliance breeds acceptance
§ foot-in-the-door
· gradual progression
o
persuasive elements
§ communicator
· charismatic
· credible
· trustworthy
§ audience
· well educated
· under 25
· turning point in life
o
group effects
§ “social
implosion”
· no counterarguments