Chapter 7 Persuasion

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Chapter 7 - Persuasion

• Part 1 Feb 28, 2006

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Persuasion and its paths

• Persuasion is process of changing an attitude,
  belief, or behavior
• Effective v ineffective ad campaigns?
• Elaboration Likelihood Model (ELM) proposed 2
  paths through which persuasion can occur

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Elaboration Likelihood Model

• Central Route
• Focus on argument.
• How does it work?
• Peripheral Route
• Focus on emotion or other cues besides argument
• How does it work?

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Central Route

• Central Route focuses on providing information
  and attempting to persuade through logical
  arguments.
• Examples of ads using this?
• Rely on reason
• When is it most likely used?
• 1.
• 2.
• 3.
• Are there any pure examples of these?

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Peripheral Route

• Peripheral cues include visual images
  (billboards, ads)
• Examples of ads using this?
• Use of experts and celebrities, hoping well be
  influenced by them
• Rely on emotion
• Most likely used when
• 1.
• 2.

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Which path is more effective?

• Depends on type of change preferred
• For long-lasting impact or change?
• For temporary attitude change?
• For shortcuts (quick decisions)?

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ELM studies

• How are these typically set up?
• What factors are varied?
• Hypothesis?
• Petty et al. example
• Results?

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Persuasion Elements

• How does context impact persuasiveness of a
  message? Main elements
• The Communicator
• The Message
• The Audience

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The Communicator

• Same argument given by 2 different parties
  (Dem/Rep) interpreted differently why?
• Effect of credibility?
• Sleeper effect
• Who is more likely to be viewed as expert?
• How does attractiveness play a role?

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The Message

• Reason v Emotion depends on education.
• How is education linked to preference for the
  type of message?
• Effect of self-interest?
• Mood induction what is the effect?
• Inducing fear also works but only under certain
  conditions when?

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Primacy v Recency

• Primacy effect argument presented first usually
  has important effect.
• Recency effect better memory for more recent
  info.
• Which seems to be most powerful based on research?

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The Ad The Ego Video

• How many ads are we exposed to daily?
• How has advertising changed over time?
• From pre-1950s, to 1950-era, to current ads?
• What are their main messages and links with
  consumerism?