PSYC 2740 Lecture Notes - Lecture 5: Child Development

• School: University of Denver
• Department: Psychology
• Course: PSYC 2740
• Professor: Pamela Miller

Document Summary

The process by which a message induces change in beliefs, attitudes, or behavior. Logical: results in more enduring change, occurs usually when, motivated and able to think about an issue. The elements of persuasion: the communicator, who says - credibility, expertise, trustworthiness, message content, what - reason vs. emotion, discrepancy, one-sided or two-sided. Primacy vs. recency: channel, how - active vs. passive, personal vs. media, audience, to whom - analytical or emotional age, one-sided argument: audience agrees with speaker (keep reinforcing the initial point) Two sided argument: audience disagrees with the speaker: over 50% were persuaded by the two-sided argument when it was initially opposed. Almost 50% were persuade by the one-sided argument when it was initially proposed. Personal persuasion is more powerful than media generally. Shelly chaiken & alice eagly (!978: dif cult messages are better understood and more likely to cause opinion change in written form. Easy messages are better understood and more likely to cause opinion.