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Persuasion

Persuasion. Attitude change through communication. Operation Iraqi Freedom Leaflets. Elaboration Likelihood Model (Petty & Cacioppo, 1986). Central route processing –persuasion depends on the logic, merit, or strength of the arguments.

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Persuasion

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  1. Persuasion • Attitude change through communication

  2. Operation Iraqi Freedom Leaflets

  3. Elaboration Likelihood Model (Petty & Cacioppo, 1986) • Central route processing –persuasion depends on the logic, merit, or strength of the arguments. • Peripheral route processing- persuasion depends on cues unrelated to the strength or quality of the arguments.

  4. Elaboration Likelihood Model • Central route leads to more enduring attitude change. • For central processing to occur, the recipient must be motivated and able to analyze the message content.

  5. Elements of Persuasion • The communicator • Credibility • The Sleeper Effect: Low credibility msg…………time………………….acceptance

  6. Elements of Persuasion • The communicator • Attractiveness

  7. Elements of Persuasion • The Message • Amount of Info • Emotional content

  8. The Pen Study

  9. Elements of Persuasion • Repetition • Mere exposure effect-the tendency for novel stimuli to be liked more after repeated exposure

  10. Order of Presentation: Primacy vs. Recency Response Message #1 Accepted Primacy effect predicted: Message #1 Message #2 Time Response Message #2 Accepted Recency effect predicted: Message #1 Message #2 Time

  11. The message recipient • Involvement in the issue • Forewarning • Attitude inoculation – exposure to weak persuasive attacks makes people more resistant to stronger attacks. • Need for cognition

  12. The Need for Cognition Scale • 1. Thinking is not my idea of fun. 1 2 3 4 Strongly disagree strongly agree • 2. I like tasks that require little thought once I’ve learned them. 1 2 3 4 Strongly disagree strongly agree

  13. Summary: Elaboration Likelihood Model Audience Processing Persuasion Central Route Persuasive Appeal Response PeripheralRoute

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