PERSUASION
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Definition:
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History:
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Examples:
Goals and Objectives
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Compare and contrast situational/dispositional bases of persuasion.
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Explain and identified variables of the Yale Model of Persuasion
(Hovland et al. , 1950s')
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Recognize and apply real life examples that use the "Who
Said What to Whom" model.
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Analyze and provide evidence for the Elaboration Likelyhood
Model (ELM) of persuasion (Petty & Cacciopo, 1981).
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Know conditions when subliminal persuasion works.
Persuasion is within social influence
continuum:
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Yielding <------------INFLUENCE------------->
Resisting
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Obedi...Comply...Conform <--> Independ.....Assertive.......Defiance
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Group Pressure
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A Request
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An Order
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(from: Philichalk, 1995)
When are we more prone to persuasion?
Kelman (1961).
RESPONSE
-Compliance
-Internalization
-Identification |
DEPENDS ON
(power)
(credibility)
(attractiveness) |
MOTIVATION
-punish/ +reward
-Authority/Legitimacy
- Want to be like agent |
EDUCATION versus PROPAGANDA, ARE BOTH
PERSUASION?
(Zimbardo, Ebbesen & Maslach,
1977)
A. MODELS OF PERSUASION: YALE
MODEL- Hovland
et al. 1950s
WHO
said WHAT to WHOM?
Communicator
Message Audience
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Credibility -- Hovland & Weiss
(1952); Pratkanis et al. (1988)
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Sleeper Effect-- Communication source
decays over time, not message
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Trustworthiness -- (Aronson, Walster,
& Abrahams,1963)
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Attractiveness - (Eagly & Chaiken,
1978)
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Expertness -- Oppenheimer versus
Pravda
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Logical versus Emotional-Fear appeals
(Leventhal, 1970)
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One vs. Two sided
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Discrepancy (Aronson, Turner, & Carlsmith,
1963)
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Primacy vs. Recency (Miller &
Campbell, 1959)
Time Between Speakers and Decision
Effect Name
Speaker1-Speaker2....................Decision
Primacy
Speaker1....................Speaker2-Decision
Recency
Speaker1-Speaker2-Decision
.................. ________
Speaker1............Speaker2...........Decision
________
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AUDIENCE
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Age -- with age attitudes become more
fixed
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Intelligence -- must understand topic
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Personality -- self-monitoring, self-esteem
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Gender -- depends on specific topic
B. MODELS OF PERSUASION:
ELABORATION LIKELIHOOD MODEL-ELM
(Petty & Cacciopo, 1981,
1986, 1989).
integrates "who said what to whom."
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Two persuasion routes:
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Depends on:
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Involvement,
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Message Strength,
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Speaker Credibility
C. SUBLIMINAL PERSUSAION: FACT OR FICTION?
Subliminal -- info presented so fast,
that it is outside
a person’s normal awareness
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Mr. Vicary (1957) -- Spliced words into
filmstrip
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EAT POPCORN DRINK COKE
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58% increase in popcorn and 18% in coke
sales.
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Invading privacy--the mind
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70% of Americans believe in the subliminal
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What is more effective?
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Mere Exposure
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Commitment & dissonance
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Self-fulfilling prophesy
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Confirmation Biases
D. WHEN WILL PERSUASION NOT WORK.
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*Forewarning - (Freedman & Sears,
1965)
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*Inoculation - (McGuire &
Papageorgis, !961)
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*Distraction / Heckling -- (Festinger
& Maccoby, 64)
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*Reactance - (Brehm, 1966)
if time permits
Aristotle’s “Rhetoric,” written 2,400
years ago
3 elements needed to move an audience
Name........Made of
Description.................Clinton
Pathos..... Hearts Emotional
appeal......... Passion/sex/race
Logos...... Smarts Intellectual appeal.......Smarts/mystery
Ethos....... Sparkle Charisma (authority)....Sparkle/celebrity
During Aristotle’s days, a few could
enjoy such drama.
Today tv brings it to the living room