PSY 210 Lecture Notes - Lecture 6: Drive Theory, Cognitive Dissonance, Elaboration Likelihood Model
23 Aug 2016
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Persuasion = attitude change: traditional approach. The yale group (hovland, janis, and kelley 1953) identified many factors associated with persuasion. Looked at speaker (source), the message, the audience (target) They were concerned about propaganda in germany looked into persuasion. Attractive speakers are more persuasive if male: tends to work oppositely for females. Rapid speakers are generally more persuasive: however there is a point where this backfires. More persuasive if message appears not intended to persuade. Message that evokes strong emotion, especially fear, is more persuasive: sometimes if things are too emotion provoking, people will shut out the message. Easier to persuade a distracted audience sometimes: subliminal messaging. Audience with low self esteem is more easily persuaded. If audience is initially opposed, present 2-sided argument. If audience is initially in favor, present 1-sided argument. The more the audience knows, the more difficult the persuasion: the cognitive approach. Scrutinizing arguments and developing on arguments in same direction.
