Persuasion Flashcards
(17 cards)
Douglas and Sutton 2008
Control -
Undergrad students
Statements about death of Diana
Rate their agreement, classmates perceived agreement
Experimental
Undergrad students
Conspiracy theories
Rate their agreement, classmates perceived agreement, retrospective agreement
Findings of Douglas and Sutton 2008
Experimental group accurately estimated others attitude change, understated how much their own changed
3 variables of persuasion
- Communicator
- Message
- Audience
Variable of persuasion:
Communicator
Popularity : increase
Expertise : increase
Attractiveness : increase
Similarity : same institution increases persuasion
Variable of persuasion:
Message
Repetition
New product
+
Repeated exposure
=
Reinforced preferences
Variable of persuasion:
Message 2
Not obvious for persuasion, more successful
Consistency - links with attitude
Fear - protection motivation theory
Social norms approach
What is the social norms approach
Behaviour is influenced by perceptions of what is normal in a group
Variables of persuasion:
Audience
GENDER
Face to face better in women (guagagno & cialdini 2002)
Women more susceptible to persuasive messages
Variables of persuasion:
Audience 2
AGE
increasing persistence - high persuasion in early adulthood, declines with age
Early adulthood impressionable years
U curve
Persistence - most beliefs are set during pre-adult stage, little change after
Variables of persuasion:
Audience 3
PERSONALITY AND INDIVIDUAL DIFFERENCES
Holland et al 1953 - low self esteem associated with high persuasion
Need for cognition - high cog will think more about the message so are more likely to be persuaded if message is strong
Need for cognitive closure - high in this are less susceptible to influence
What paths lead to persuasion?
Dual processing model
2 features of dual processing model
- Central
- Peripheral
Dual processing model:
Central
- Careful consideration of the message
- focus on arguments
- if arguments are strong, persuasion is likely
Dual processing model:
Peripheral
- careless consideration of message
- focus on cues that may trigger acceptance
- if cues are strong, persuasion is likely
Likelihood model
??Researcher and date??
Petty and cacioppo 1986
Elaboration Likelihood model key points
Suggests persuasion can occur in two ways, differing in how much cognitive effort/ elaboration the message receives
Attitude may occur in two routes of influence: central/peripheral
Central - think critically about issue-related arguments
Peripheral - rely on shortcuts eg number of arguments
Elaboration likelihood : motivation and ability
Motivation - individuals personal relevance to message
Ability - cognitive competence to prior expertise with the attitude object
If these are low, people may rely on peripheral cues such as message length or speed
- maheswaran & chairmen 1991
- smith and Schaffer 1991
