Presentation on theme: "Chapter 7: Persuasion Jim West/Alamy"— Presentation transcript: 1 Chapter 7: Persuasion Jim West/Alamy Show
2 Persuasion Process by which a message induces change in beliefs, attitudes, or behaviors Persuasion is a process that can be aimed to induce positive changes (such as toward
healthier life style) or negative (such as the Nazi propaganda machine, described at the beginning of the chapter) The topic of persuasion was studied by Yale professor Carl Hovland during World War II ( ) in order to boost soldiers’ morale Copyright 2016 © McGraw-Hill Education. Permission required for reproduction or display. 3 The Yale Model (Hovland) Elements of Persuasion
4 What Paths Lead to Persuasion? 5 What Paths Lead to Persuasion? 6 Central and Peripheral Routes
7 Central and Peripheral Routes to Persuasion
8 What Are the Elements of Persuasion? 9 What Are the Elements of Persuasion? 10 What Are the Elements of Persuasion? 11 Similarity of Expertise? 12 What Are the Elements of Persuasion? 13 Message Content: Reason vs. Emotion
14 Message Content: The Effect of Good Feelings 15 Message Content: The Effect of arousing
Fear 16 What Are the Elements of Persuasion?
17 What Are the Elements of Persuasion? 18 What Are the Elements of Persuasion?
19 Primacy vs. Recency 20 What Are the Elements of Persuasion? 21
What Are the Elements of Persuasion?
22 What Are the Elements of Persuasion? 23 What Are the Elements of Persuasion? 24 What Are the Elements of Persuasion?
25 What Are the Elements of Persuasion? 26 How Can Persuasion Be Resisted? 27 How Can Persuasion Be Resisted?
28 How Can Persuasion Be Resisted? What effect refers to how information that is presented first usually has the most influence?The primacy effect is the tendency to remember the first piece of information we encounter better than information presented later on.
What are the two paths leading to influence?1. Identify two paths leading to influence. The central route= Occurs when interested people focus on the arguments and respond with favorable thoughts. (they actually have compelling arguments) /The peripheral route= Occurs when people are influenced by incidental cues, such as the speaker's attractiveness.
Which of these describes the phenomenon in which an original message presented by untrustworthy communicators is initially discounted but then accepted over time?The sleeper effect occurs when we initially discount the message given by an untrustworthy or nonexpert communicator but, over time, we remember the content of the message and forget its source.
Is the process by which a message induces change in beliefs attitudes or behaviors *?Persuasion – is the process by which a message induces change in beliefs, attitudes or behaviors.
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