ch 7 persuasion we skip ch 5 will return to ch 6 next in myers text
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Ch 7: Persuasion ( we skip Ch 5 & will return to Ch 6 next in Myers’ text). Part 1: Feb. 18, 2013. Persuasion. Attempt to change an attitude 2 routes: Central route - Focus on argument How does it work? Peripheral route - Focus on emotion or other cues besides argument

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Presentation Transcript
persuasion
Persuasion
  • Attempt to change an attitude
  • 2 routes:
    • Central route - Focus on argument
      • How does it work?
    • Peripheral route - Focus on emotion or other cues besides argument
      • How does it work?
    • What determines which route we use?
slide3

1) Source of the persuasion –

    • Importance of credibility: 2 main dimensions?
    • Importance of likeability: 2 main dimensions?
      • Effect of personal involvement –
slide4

2) The Message –

    • Primacy vs. recency effect – which has more evidence?
    • Fear-based messages – do they work?
      • Need to induce certain conditions –
slide5

Do subliminal messages work?

    • Words/pictures not consciously perceived but may influence attitudes or behaviors
      • Distinction between subliminalperception& subliminal persuasion
    • Examples?
    • Greenwald’s experiments –
      • Subliminal memory or self-esteem messages
      • Manipulation: told of actual message or told of opposite message
      • Results?
slide6

Contrast Greenwald’s experiment w/Murphy’s subliminal experiment using Chinese characters:

    • Details -
    • Murphy’s results:
    • Differences from Greenwald’s experiment:
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