Persuasion Primacy - Other things being equal, information presented first usually has the most
The Central Route to Persuasion - Occurs when interested people focus on the influence.
arguments and respond with favorable thoughts. Recency Effect - Information presented last sometimes has the most influence. Recency
Peripheral Route to Persuasion - Occurs when people are influenced by incidental effects are less common than primacy effects.
cues, such as a speaker's attractiveness. The best advice for persuasion is the following:
These two routes to persuasion-one explicit and reflective, the other more implicit and o Use logic or emotion, depending on the audience and the message.
automatic-were a forerunner to today's "dual processing" models of the human mind. o Ask a small favor before making a big request.
Central route processing often swiftly changes explicit attitudes. Peripheral route
o Offer two-sided messages that challenge arguments against your
processing more slowly builds implicit attitudes through repeated associations between
message.
an attitude object and an emotion.
o Go first or last for best results.
Different Paths for Different Purposes
When people are thinking carefully, they rely not only on the strength of persuasive How Is It Said? The channel of Communication
appeals but on their own thoughts in response. It's not so much the arguments that are PERSONAL VERSUS MEDIA
persuasive as the way they get people thinking. And when people think deeply rather INFLUENCE
than superficially, any changed attitude will more likely persist, resist attack, and Media Influence: The Two-Step
influence. Two-Step Flow of Communication- The process by which media influence often occurs
through opinion leaders, who in turn influence others.
what are the elements of persuasion?
Who says? The communicator Comparing Media
CREDIBILITY However, messages are best comprehended and recalled when written. if a message is
Credibility - Believability. A credible communicator is perceived as both expert and difficult to comprehend, persuasion should be greatest when the message is written,
trustworthy. because readers will be able to work through the message at their own pace.
Sleeper Effect - delayed impact of a message that occurs when an initially discounted o The Influence of Adults on Children
message becomes effective, such as we remember the message but forget the reason o Communication flows from adults to children
for discounting it.
1. Perceived Expertise To Whom Is It Said? The Audience
2. speaking Style WHAT ARE THEY THINKING?
Forwarded is forearmed --- If you care enough to Counterargue One is knowing that
3. Perceived Trustworthiness
someone is going to try to persuade you. If you had to tell your family that you wanted to
ATTRACTIVENESS AND LIKING drop out of school, you would likely anticipate their pleading with you to stay. So you
Attractiveness - Having qualities that appeal to an audience. An appealing might develop a list of arguments to counter every conceivable argument they might
communicator (often someone similar to the audience) is most persuasive on matters of make-and you'd then be less likely to be persuaded by them.
subjective preference.
Distraction Disarms Counterarguing
What Is Said? The Message Content Persuasion is also enhanced by a distraction that inhibits counterarguing. Participants
REASON VERSUS EMOTION who read a message while also watching a video (the common modern experience
Well-educated or analytical people are responsive to rational appeals. known as "multitasking") were less likely to counterargue (Jeong & Hwang, 2012).
It also matters how people's attitudes were formed. When people's initial attitudes
are formed primarily through the peripheral route, they are more persuaded by later Uninvolved audiences use peripheral cues
peripheral, emotional appeals; when their initial attitudes are formed primarily Recall the two routes to persuasion- the central route of systematic thinking and
though the central route, they are more persuaded by later information-based, the peripheral route of heuristic cues. Like a road that winds through a small town,
central route arguments. the central route has starts and stops as the mind analyzes arguments and
Good feelings often enhance persuasion, partly by enhancing positive thinking and formulates resple to her destinetion. Analytical peep the those, the high reed or
partly by linking good feelings with the message cognition - enjoy thinking carefully and prefer central routes (Cacioppo et al., 1996).
People who like to conserve their mental resources-those with a low need for
REASON VERSUS EMOTION cognition-are quicker to respond to such peripheral cues as the communicator's
* The Effect of Arousing Fear attractiveness and the pleasantness of the surroundings.
- Messages can be effective by evoking negative emotions Need for Cognition- The motivation to think and analyze. Assessed by agreement
- Humor can also mitigate some negative effects of fear appeals. with items such as "The notion of thinking abstractly is appealing to me" and
disagreement with items such as "I only think as hard as I have to." Moy using
Other persuasion techniques rely on the size of the request being made. retorie questiolored ways to stimulate people's thinking.
Foot-in-the-door phenomenon - The tendency for people who have first agreed o by presenting multiple speakers (for example, having each of three
to a small request to comply later with a larger request. When people commit speakers give one argument instead of one speaker giving three);
themselves to public behaviors and perceive those acts to be their own doing, they o by making people feel responsible for evaluating or passing along the
come to believe more strongly in what they have done. message;
The foot-in-the-door phenomenon is a lesson worth remembering.
o by repeating the message; or
Someone trying to seduce us-financially, politically, or sexually-will often sneak
their foot in the door to create a momentum of compliance. The practical lesson: o by getting people's undistracted attention
Before agreeing to a small request, think about what may follow.
Lowball technique - A tactic for getting people to agree to something. People who How can Persuasion Be Resisted!
agree to an initial request will often still comply when the requester ups the ante. Strengthening Personal Commitment
People who receive only the costly request are less likely to comply with it. Make a public commitment to your position. Having stood up for your convictions, you will
Door-in-the-face technique - A strategy for gaining a concession. After someone become less susceptible (or, should we say, less "open") to what others have to say.
first turns down a large request (the door-in-the-face), the same requester
counteroffers with a more reasonable request. DEVELOPING COUNTERARGUMENTS
Attitude Inoculation - Exposing people to weak attacks upon their attitudes so
ONE-SIDED VERSUS TWO-SIDED APPEALS that when stronger attacks come, they will have refutations available.
"Some people argue that healthy eating is too expensive and time-consuming. It's Real-Life Applications: Inoculation Programs
true that fresh produce and meal preparation can seem costly and require effort. o INOCULATING CHILDREN AGAINST PEER PRESSURE TO SMOKE
However, studies show that a balanced diet can save you money in the long run by o INOCULATING CHILDREN AGAINST THE INFLUENCE OF
reducing medical expenses and boosting your productivity. Plus, there are many ADVERTISING
quick, affordable recipes that make healthy eating accessible for everyone."
Implications of Attitude Inoculation
PRIMACY VERSUS RECENCY
The Central Route to Persuasion - Occurs when interested people focus on the influence.
arguments and respond with favorable thoughts. Recency Effect - Information presented last sometimes has the most influence. Recency
Peripheral Route to Persuasion - Occurs when people are influenced by incidental effects are less common than primacy effects.
cues, such as a speaker's attractiveness. The best advice for persuasion is the following:
These two routes to persuasion-one explicit and reflective, the other more implicit and o Use logic or emotion, depending on the audience and the message.
automatic-were a forerunner to today's "dual processing" models of the human mind. o Ask a small favor before making a big request.
Central route processing often swiftly changes explicit attitudes. Peripheral route
o Offer two-sided messages that challenge arguments against your
processing more slowly builds implicit attitudes through repeated associations between
message.
an attitude object and an emotion.
o Go first or last for best results.
Different Paths for Different Purposes
When people are thinking carefully, they rely not only on the strength of persuasive How Is It Said? The channel of Communication
appeals but on their own thoughts in response. It's not so much the arguments that are PERSONAL VERSUS MEDIA
persuasive as the way they get people thinking. And when people think deeply rather INFLUENCE
than superficially, any changed attitude will more likely persist, resist attack, and Media Influence: The Two-Step
influence. Two-Step Flow of Communication- The process by which media influence often occurs
through opinion leaders, who in turn influence others.
what are the elements of persuasion?
Who says? The communicator Comparing Media
CREDIBILITY However, messages are best comprehended and recalled when written. if a message is
Credibility - Believability. A credible communicator is perceived as both expert and difficult to comprehend, persuasion should be greatest when the message is written,
trustworthy. because readers will be able to work through the message at their own pace.
Sleeper Effect - delayed impact of a message that occurs when an initially discounted o The Influence of Adults on Children
message becomes effective, such as we remember the message but forget the reason o Communication flows from adults to children
for discounting it.
1. Perceived Expertise To Whom Is It Said? The Audience
2. speaking Style WHAT ARE THEY THINKING?
Forwarded is forearmed --- If you care enough to Counterargue One is knowing that
3. Perceived Trustworthiness
someone is going to try to persuade you. If you had to tell your family that you wanted to
ATTRACTIVENESS AND LIKING drop out of school, you would likely anticipate their pleading with you to stay. So you
Attractiveness - Having qualities that appeal to an audience. An appealing might develop a list of arguments to counter every conceivable argument they might
communicator (often someone similar to the audience) is most persuasive on matters of make-and you'd then be less likely to be persuaded by them.
subjective preference.
Distraction Disarms Counterarguing
What Is Said? The Message Content Persuasion is also enhanced by a distraction that inhibits counterarguing. Participants
REASON VERSUS EMOTION who read a message while also watching a video (the common modern experience
Well-educated or analytical people are responsive to rational appeals. known as "multitasking") were less likely to counterargue (Jeong & Hwang, 2012).
It also matters how people's attitudes were formed. When people's initial attitudes
are formed primarily through the peripheral route, they are more persuaded by later Uninvolved audiences use peripheral cues
peripheral, emotional appeals; when their initial attitudes are formed primarily Recall the two routes to persuasion- the central route of systematic thinking and
though the central route, they are more persuaded by later information-based, the peripheral route of heuristic cues. Like a road that winds through a small town,
central route arguments. the central route has starts and stops as the mind analyzes arguments and
Good feelings often enhance persuasion, partly by enhancing positive thinking and formulates resple to her destinetion. Analytical peep the those, the high reed or
partly by linking good feelings with the message cognition - enjoy thinking carefully and prefer central routes (Cacioppo et al., 1996).
People who like to conserve their mental resources-those with a low need for
REASON VERSUS EMOTION cognition-are quicker to respond to such peripheral cues as the communicator's
* The Effect of Arousing Fear attractiveness and the pleasantness of the surroundings.
- Messages can be effective by evoking negative emotions Need for Cognition- The motivation to think and analyze. Assessed by agreement
- Humor can also mitigate some negative effects of fear appeals. with items such as "The notion of thinking abstractly is appealing to me" and
disagreement with items such as "I only think as hard as I have to." Moy using
Other persuasion techniques rely on the size of the request being made. retorie questiolored ways to stimulate people's thinking.
Foot-in-the-door phenomenon - The tendency for people who have first agreed o by presenting multiple speakers (for example, having each of three
to a small request to comply later with a larger request. When people commit speakers give one argument instead of one speaker giving three);
themselves to public behaviors and perceive those acts to be their own doing, they o by making people feel responsible for evaluating or passing along the
come to believe more strongly in what they have done. message;
The foot-in-the-door phenomenon is a lesson worth remembering.
o by repeating the message; or
Someone trying to seduce us-financially, politically, or sexually-will often sneak
their foot in the door to create a momentum of compliance. The practical lesson: o by getting people's undistracted attention
Before agreeing to a small request, think about what may follow.
Lowball technique - A tactic for getting people to agree to something. People who How can Persuasion Be Resisted!
agree to an initial request will often still comply when the requester ups the ante. Strengthening Personal Commitment
People who receive only the costly request are less likely to comply with it. Make a public commitment to your position. Having stood up for your convictions, you will
Door-in-the-face technique - A strategy for gaining a concession. After someone become less susceptible (or, should we say, less "open") to what others have to say.
first turns down a large request (the door-in-the-face), the same requester
counteroffers with a more reasonable request. DEVELOPING COUNTERARGUMENTS
Attitude Inoculation - Exposing people to weak attacks upon their attitudes so
ONE-SIDED VERSUS TWO-SIDED APPEALS that when stronger attacks come, they will have refutations available.
"Some people argue that healthy eating is too expensive and time-consuming. It's Real-Life Applications: Inoculation Programs
true that fresh produce and meal preparation can seem costly and require effort. o INOCULATING CHILDREN AGAINST PEER PRESSURE TO SMOKE
However, studies show that a balanced diet can save you money in the long run by o INOCULATING CHILDREN AGAINST THE INFLUENCE OF
reducing medical expenses and boosting your productivity. Plus, there are many ADVERTISING
quick, affordable recipes that make healthy eating accessible for everyone."
Implications of Attitude Inoculation
PRIMACY VERSUS RECENCY
