PSYC 351 Lecture Notes - Lecture 7: Elaboration Likelihood Model, Mass Media
Chapter 7 Persuasion
− Testimonials Attempt to Persuade
− Primacy and Recency principles
− Used for advertising
− Describe a time when you used a product that had testimonials.
− What convinced you? Problem/Solution
− Have you taken the advice from a friend?
− Rapport/Trust
− How is that different?
− More convinced to those close to you
− What was the result?
− More favorable results
− Persuasion
− Who has tried to persuade you in the course of your everyday life?
− Society, friends, mother, siblings, cat, coworkers, supervisors, managers,
− Who have you tried to persuade in the course of your everyday life?
− Friends, coworkers, cat, siblings, mother, supervisors, managers, guests
− What kinds of things do people persuade other people to do?
− Give solutions, explanations, examples,
− Persuasion in everyday life
− Did you list more for #1 or #2?
− people recall more people trying to persuade them than people they tried to persuade
− People recall more of being persuaded than being the persuader
− More passive in the persuasion but that they are recipients of persuasion
− Persuasion in everyday life
− Obtaining information, object, permission
− Getting someone to do favor/help, engage in an activity
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Document Summary
Describe a time when you used a product that had testimonials. More convinced to those close to you. Society, friends, mother, siblings, cat, coworkers, supervisors, managers, Friends, coworkers, cat, siblings, mother, supervisors, managers, guests. People recall more people trying to persuade them than people they tried to persuade. People recall more of being persuaded than being the persuader. More passive in the persuasion but that they are recipients of persuasion. Getting someone to do favor/help, engage in an activity. The method by which a message induces change in beliefs, attitudes, or behaviors. Other times, messages can be subtle but pervasive. An explanation of the two ways in which persuasive communications can cause attitude change: centrally or peripherally. Central route: people elaborate on a persuasive communication, listening carefully to and thinking about the arguments. Occurs when people have both the ability and motivation to listen carefully and think about the argument.
