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Lecture 10

PSYC 221 Lecture 10: Persuasion

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PSYC 221
Dylan Selterman

• Persuasion – the source o More likely to be persuasive due to ▪ Similarity and familiarity ▪ Likability, popularity ▪ Authority figure/expert ▪ Cooperative behavior • Agreeableness ▪ No conflict of interest • Or against interest of speaker • The audience o Personality, age, intelligence ▪ Older people are harder to persuade ▪ Need for cognition – fact-based arguments ▪ Self-consciousness/self-monitoring, counter-intuitively, prefer • Brand names, styles, celebrities o Motivation ▪ Personally relevant arguments are more persuasive o Distraction and fatigue ▪ Dilution effect; automatic processing ▪ When people are distracted/tired, it is harder to pay attention • Resisting attitude change o Inoculation ▪ Rehearse counter-arguments o Situational factors ▪ Forewarning of intent to persuade ▪ Forewarning of position of the message • Compliance strategies o Behaviorism – association with positive affect ▪ Flattery o Negative affect – much less effective • PSA Warnings o Do negative health warnings work? ▪ No ▪ “People who are trying to diet end up eating more unhealthy sacks after seeing negative “food police”-style advertisements” o IV: Positive, negative, and two-sided conditions ▪ Dessert is bad, dessert is good, Dessert tastes good but is bad for your health o DV: Unhealthy snacking (plate of coo
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