5- Persuasion Factors Flashcards
What is persuasion?
Process where attitudes/behaviours are changed
What is communication?
Where we advocate a particular side of an issue
What happens in persuasion?
We get people to change their behaviours and attitudes
Why do we expose people to persuasive arguments?
To make them reconsider their attitudes and change their minds
Who came up with the Yale attitude change approach?
Hovland et al
What is the key idea of the Yale attitude change approach?
“Who said what to whom”
What 3 factors were focused on as part of the Yale attitude change approach?
Who, what and whom
How can persuasion make a message less effective?
People can become defensive
What is the comminicator?
Who the person delivering the message is
What aspects of credibility can make the message more effective?
Competence/expertise, and trustworthiness
How does competence/expertise influence the argument strength?
Higher competence or expertise normally means that the message will be more effective
How does trustworthiness influence the argument strength?
The more the audience feel that they can trust the communicator means the message being delivered will be more effective
How do fast talkers increase message effectiveness? (Miller et al, 1976)
Talking fast conveys people know what they’re talking about
How do powerful speakers increase message effectiveness? (Newcomb & Arknoff, 1979)
Someone who appears more powerful commands authority and respect, so people listen to them more
How does similarity between the source and the audience increase message effectiveness? (Mackie et al, 1990)
If we feel we can relate to the communicator then we are more likely to listen to them
