PSYC105 Lecture Notes - Lecture 5: Normative Social Influence, Norm (Social), Suggestibility

• School: Macquarie University
• Department: Psychology
• Course: PSYC105
• Professor: Alissa Beath

Document Summary

Persuading people to give up everything (jonestown: persuaded 900 followers to take their own lives. Incremental commitment: lots of uncertainty (we tend to look to others) The message-learning (yale) approach to persuasion: message-learning, attitude change follows a series of stages, attend to the message, comprehend the message, accept the message. Incentives of new message > old: factors influencing persuasion, source variables, message variables, target/audience variables, many research findings, third person effect. Source variables: attractiveness, physical appearance, like ability, similarity to the audience, high vs low credibility, fast talkers seem more credible. Message variables: vivid information is generally more persuasive, except when it interferes with the comprehension of the message, fear appeals. Inverted u function: humour, relevance to message, repetition, mere exposure, medium. Audience variables: self esteem, curvilinear, mood, affect as information (schwartz, 1990, sadness increases buying prices and reduces selling prices (lerner, 2004)