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Unit 12 - The Social Psychology of Persuasion

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Western University
Sociology 2234E
Brendan Murphy

Unit 12 The Social Psychology of Persuasion Attitudes dont always introduce behaviourneed motivationThe motivation to appear unbiased will override the attitude of biasbehaving in an unbiased wayMotivationsmotives are importantPersuasive communication advocating only one side of an argument Using persuasion to change someones attitudeopinion about something ndA The ElaborationLikelihood Model 22 ways persuasive communication can cause attitude change o Central route people are motivated to pay attention to the arguments in the communicationMotivatedlooking for logical messagesBest way to persuade them is to use logical arguments and facts o Peripheral routepeople only notice the surface characteristics of the message credibility attractiveness etcMotivated by physical features of messageBest way to persuade use an expertappealing person short message etcNot engaged in the argument only looking at surface characteristics People who process information carefully and base their attitudes on a careful analysis of the arguments are more likely to maintain this attitude over time behave consistently with this attitude and are more resistant to persuasionstB The Yale Model of Persuasion 1Trying to find out the ways to persuade peopleThe communicator The SourcePeople who are credible trustworthy attractive etc are more likely to be persuasive a Credibility and trustworthiness of the communicator b Attractiveness of the communicatorc Similarity of the communicator Similarity to ones selfAds with regular everyday people trying to sell us something d The sleeper effectPersuasive message paired with a discounting cuePaired so it causes the individual to thin more about the message over timePaired with disclaimers etcThe communication The Message a Logical vs emotional appeals Cognitively based attitudes changedpersuaded through logical argumentsex energy efficient products
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