SOP-3004 Lecture Notes - Lecture 13: Unification Church
Document Summary
Two routes of persuasion : central route to persuasion analytical, information-based, motivated audience. Maintain information / attitudes long-term: peripheral route to persuasion audience is not involved, flashy, celebrity-endorsements. Attitudes / information basic-level; not persistent or long-lasting. Communicator trustworthiness; personal conversations; eye-contact; credibility; argue against own self-interest (cid:894)this does(cid:374)"t (cid:271)e(cid:374)efit (cid:373)e(cid:895); similarity to audience (common ground); attractiveness / likeability. Expert communicators effective in objective reality (when there is a correct answer) Similar communicators effective in subjective reality (opinion based) Emotional appeal affective with uninterested / uninformed audience. Rational / reason-based appeal effective with interested / educated audience. Associate message with good or bad feeling can make more persuasive. When associating with a negative / fearful feeling, must follow with a possible solution. Discrepancy how different the message is from the original perspective of the audience. High discrepancy & high credibility = increased persuasion. High discrepancy & low credibility = decreased persuasion. High discrepancy & high engagement = decreases persuasion.
