Chapter 7 Persuasion Part 1 Feb 28 2006

Chapter 7 - Persuasion Part 1: Feb 28, 2006

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

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?

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?

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

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)?

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

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

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?

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?

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?

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