Chapter 7 Influence - created from Mind Map

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What paths lead to persuasion?

What are the elements of persuasion?

Among the ingredients of persuasion explored by social psychologists are these four: (1) the communicator, (2) the message, (3) how the message is communicated, and

(4) the audience. In other words, who says what, by what method, to whom? How do these factors affect the likelihood that we will take either the central or the peripheral

route to persuasion?

How do cults indoctrinate?

How can persuasion be resisted?

The Central Route

Occurs when interested people focus on the arguments and respond with favorable thoughts.

The Peripheral Route

Occurs when people are influenced by incidental cues, such as a speaker’s attractiveness.

Much of consumer behavior—such as one’s spontaneous decision, while shopping, to pick up some ice cream of a particular brand—is made unthinkingly

Different Paths for Different Purposes

The ultimate goal of the advertiser, the preacher, and even the teacher is not just to have people pay attention to the message and move on. Typically, the goal is behavior

change (buying a product, loving one’s neighbor, or studying more effectively).

When people are thinking carefully and mentally elaborating on issues, they rely not just on the strength of persuasive appeals but on their own thoughts in response as well. It’s not so much the arguments that are persuasive as the way they get people thinking. And when people think deeply rather

than superficially, any changed attitude will more likely persist, resist attack, and , influence behavior

The Communicator

Social psychologists have found that who is saying something does affect how an audience receives it. In one experiment, when the Socialist and Liberal leaders in the Dutch parliament argued identical positions using the same words, each was most effective with members of his own party (Wiegman, 1985). It’s not just the message that matters, but also who says it. What makes one communicator more persuasive than another?

The Message Content

It matters not only who says something but also what that person says.

The Channel of Communication

The Audience

CREDIBILITY

If a credible person’s message is persuasive, its impact may fade as its source is forgotten or dissociated from the message. And the impact of a non credible person may correspondingly increase over time if people remember the message better than the reason for discounting it.

Believability. A credible communicator is perceived as both expert and trustworthy.

ATTRACTIVENESS AND LIKING

We’re more likely to respond to those we like.Even anmere fleeting conversation with someone is enough to increase our liking for that person, and our responsiveness to his or her influence.

atractiveness come from: physical or similarity

PERCEIVED EXPERTISE

sleeper effect A delayed impact of a message that occurs when an initially discounted message becomes effective, as we remember the message but forget the reason for discounting it.

One way is to begin by saying things the audience agrees with, which makes one seem smart. Another is to be introduced as someone who is knowledgeable on the topic.

Another way to appear credible is to speak confidently.

PERCEIVED TRUSTWORTHINESS

Speech style also affects a speaker’s apparent trustworthiness. Gordon Hemsley and Anthony Doob (1978) found that if videotaped witnesses looked their questioner straight in the eye instead of gazing downward, they impressed people as more believable.

We also perceive as sincere those who argue against their own self-interest.

Norman Miller and his colleagues (1976) at the University of Southern California found that perceptions of trustworthiness and credibility also increase when people talk fast.

When we know in advance that a source is credible, we think more favorable thoughts in response to the message. If we learn the source after a message generates favorable thoughts, high credibility strengthens our confidence in our thinking, which also strengthens the persuasive impact of the message.

REASON VERSUS EMOTION

DISCREPANCY

Like Nicole, social psychologists can reason either way. Disagreement produces discomfort, and discomfort prompts people to change their opinions.

ONE-SIDED VERSUS TWO-SIDED APPEALS

PRIMACY VERSUS RECENCY

THE EFFECT OF GOOD FEELINGS

Messages also become more persuasive through association with good feelings.Good feelings often enhance persuasion, partly by enhancing positive thinking

and partly by linking good feelings with the message.

THE EFFECT OF AROUSING FEAR

The effectiveness of fear-arousing communications is being applied in ads discouraging not only smoking but also risky sexual behaviors and drinking and driving

ACTIVE EXPERIENCE OR PASSIVE RECEPTION?

PERSONAL VERSUS MEDIA INFLUENCE

MEDIA INFLUENCE: THE TWO-STEP FLOW

COMPARING MEDIA

HOW OLD ARE THEY?

WHAT ARE THEY THINKING?

FOREWARNED IS FOREARMED—IF YOU CARE ENOUGH TO COUNTERARGUE

DISTRACTION DISARMS COUNTERARGUING

UNINVOLVED AUDIENCES USE PERIPHERAL CUES

Attitudes Follow Behavior

Persuasive Elements

Group Effects

COMPLIANCE BREEDS ACCEPTANCE

THE FOOT-IN-THE-DOOR PHENOMENON

THE COMMUNICATOR

THE MESSAGE

THE AUDIENCE

Strengthening Personal Commitment

Real-Life Applications: Inoculation Programs

Implications of Attitude Inoculation

CHALLENGING BELIEFS

DEVELOPING COUNTERARGUMENTS

INOCULATING CHILDREN AGAINST PEER PRESSURE TO SMOKE

INOCULATING CHILDREN AGAINST THE INFLUENCE OF ADVERTISING