PSYC 3170 Chapter Notes - Chapter 5: Dogma, Old Dog, New Tricks, Authoritarianism

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Some people are more persuadable than others, the search for a single underlying trait or characteristic that makes people persuadable has not been successful. Persuasion is more complicated than that and so are people. All communicators are unique in terms of gender, age, personality and background. These characteristics are important to understanding the nature of social influence. In this chapter: we explore the role communicator characteristics play in the process of persuasion. Demographics include characteristics such as age, gender, ethnicity and intelligence. We discuss how each of these is related to persuasion. Age and persuasion: pretty please with sugar on top. They are vulnerable to persuasive trickery because they lack the ability to understand the nature and intent of persuasive attempts: Kids are exposed to 360,000 commercials by the time they graduate high school. Two variables to decrease children s vulnerability to advertising: Adult influence: provide them with a better understanding of the nature and purpose of advertising.

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