PSYC 241 Chapter 5: Chapter 5: Persuasion
11 Mar 2017
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Document Summary
Persuasion: the process by which a message induces a change in beliefs, attitudes, or behaviours. It enables us to promote health or to sell addiction, to advance peace or stir up hate, or enlighten or deceive. Can be found everywhere and is inevitable. People can use good arguments to change people"s beliefs or change people"s minds without talking about the issue at all. Credibility: believability; a credible communicator is perceived as both an expert and trustworthy. Sleeper effect: a delayed impact of a message; occurs when we remember the message but forget the reason for discounting it. Perceived expertise: if the person seems knowledgeable and says things that agrees with the audience"s ideas. Perceived trustworthiness: speech style and the way the speaker carries himself. (confidence) Attractiveness: having qualities that appeal to an audience; an appealing communicator (often someone similar to the audience) is most persuasive on matters of subjective preference.
