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Lecture 6

week 6 reading.docx

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PSYC 2310
Saba Safdar

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Week 6 Readings – PSYCH 2310 – Chapter 7 - Persuasion What is persuasion? - refers to the communication that is designed to influence a person’s attitudes and behaviour o these communications can be deliberate attempts to influence attitudes, and they can be less formal (like the arguments you hear from a friend who wants you to vote for a particular political candidate) Routes to Persuasion - elaboration likelihood model (ELM): a model describing two distinct routes that are used to process persuasive messages o the two distinct routes?  1) central or systematic route processing: occurs when people have the ability and motivation to carefully evaluate the arguments in a message  2) peripheral or heuristic route processing: occurs when people lack the ability and motivation to carefully evaluate a persuasive message (more easily influenced) So what factors the type of processing used? - the ability to focus o if you are distracted, it is difficult to concentrate on central messages that require greater processing, and you may therefore rely on peripheral cues - motivation to focus o with no motivation, you are likely to rely on peripheral cues. Which are cues associated with the context of a message rather than the content Which route is more effective? - both are effective at changing people’s attitudes (different types of processing are effective in different ways, for different people) - messages that are high personal relevance motivate us to pay attention, and as long as we have no distractions, we process such messages centrally - on the other hand, messages that are of low personal relevance or that we need to process while distracted are processed peripherally. - The same cue can be processed in different ways o White teeth in a toothpaste ad o Centrally – white teeth could be a sign of effective toothpaste o Peripherally – white teeth are likely to be a cue of attractiveness What factors influence persuasion? - 1) Source (who delivers the message) o Attractiveness  More persuasive than unattractive and less likeable people Week 6 Readings – PSYCH 2310 – Chapter 7 - Persuasion  We might become more attractive if we buy this product, engage in this behaviour, etc. o Similarity  If your good friend is wearing that shoe, you are more likely to buy it over some athlete on tv advertising it. Why? you are more similar with your friend.  Another reason involves identification – we’re more persuaded by people who we identify with o Credibility  Sources who appear credible, are more persuasive than those who lack credibility - 2) Content of the Message o length  link between message length and persuasiveness is complex! o Discrepancy  Messages that differ excessively from people’s attitudes are likely to be ignored  Eg. “No sex, ever” versus “Always use condoms if you have sex” – second option is more realistic o Audience  Demographic factors - (people in their late adolescent and early adult years are most influenced by persuasive messages, which may in part explain why this demographic group is coveted by television executives)  personality - 3) Six Principles of Persuasion (Robert Cialdini) o reciprocation  we comply with the requests of those who have done us a favour o social validation  we comply with a request if other people, and those who are similar to us are also complying o consistency  once we take a position, we tend to comply with requests that are consistent with position o friendship/liking  we’re more likely to comply with the requests of friends and others whom we like o authority  we tend to comply with the requests of those who are authority figures (more likely to buy a drink if our favourite actor is promoting it) o scarcity  we value opportunities and products that are less available (limited time offer!) We
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