Psych 585: Psychology of Persuasion

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Psych 585 Psychology of Persuasion

• Professor Icek Aizen
• Office Tobin 625
• Email aizen_at_psych.umass.edu
• Tel [phone]

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Course Characteristics

• This is an Upper-Level Psychology Course
• Covers psychological theories and research
  relevant to persuasion.
• Assumes motivated, professional students with
  appropriate background.
• Requires a fair amount of independent reading and
  thinking.
• Preparation, class attendance, and participation
  in discussions are expected.
• The exams require reasoning and understanding of
  basic principles. Memorization is not sufficient
  to succeed.

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Persuasion Talk

• Perception, Persuasion, and Communications
• John Davies
• Davies Communications

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Modern Persuasion

• Pervasive
• Fast
• Institutionalized
• Subtle and indirect
• Complex and impersonal

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Common Assertions about Persuasion I

• Advertising, especially on TV, can get people to
  buy things they dont really want or need.
• Many people are so closed-minded that it is
  impossible to persuade them with rational
  arguments.
• Under the right circumstances, most people can be
  brainwashed to believe almost anything.
• The most effective political campaigns provide
  negative information about the opposing candidate
  rather than positive information about their own
  candidate.

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Common Assertions about Persuasion II

• Television advertising uses subliminal stimuli
  to influence viewers without their awareness.
• Endorsement of a product by a celebrity is more
  effective in getting people to buy the product
  than is discussion of its merits.
• The political candidate with the most money to
  spend wins the election.
• It is possible to become more assertive or get
  rid of embarrassing habits by playing tapes with
  subliminal messages during sleep.

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What is Persuasion?

• Definition (Perloff)
• A symbolic process in which communicators try to
  convince other people to change their attitudes
  or behaviors regarding an issue through the
  transmission of a message in an atmosphere of
  free choice.
• Symbolic process
• Use of language, images, sounds.
• Explicit attempt to influence
• Unlike journalism, education.
• Means of persuasion A message or communication.
• The receiver is to be convinced
• free choice, not coercion.

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Distinctions

• Persuasion vs. Influence
• Persuasion vs. Education
• Persuasion vs. Propaganda
• Persuasion vs. Coercion
• Persuasion vs. Brainwashing

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Influence Strategies Persuasion?

• Legislation Exerting influence by prescribing
  and enforcing desired behavior.
• Subterfuge Subtle ploys that induce people to
  engage in the desired behavior e.g.,
  foot-in-the-door technique.
• Circumvention of awareness Avoiding conscious
  opposition by such measures as hypnosis,
  subliminal instructions, conditioning, affect
  transfer.
• Promotion Offering inducement for desired
  behavior e.g., free bus ticket, sale.
• Facilitation Promoting strategies and training
  designed to help people carry out intended
  behaviors.

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Persuasion Situations
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Persuasion Situations
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Persuasion Situations
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Persuasion Situations
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Persuasion Situations