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) PowerPoint PPT Presentation


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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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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

Ch 7: Persuasion( we skip Ch 5 & will return to Ch 6 next in Myers’ text)

Part 1: Feb. 18, 2013


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?


Ch 7 persuasion we skip ch 5 will return to ch 6 next in myers text

  • 1) Source of the persuasion –

    • Importance of credibility: 2 main dimensions?

    • Importance of likeability: 2 main dimensions?

      • Effect of personal involvement –


Ch 7 persuasion we skip ch 5 will return to ch 6 next in myers text

  • 2) The Message –

    • Primacy vs. recency effect – which has more evidence?

    • Fear-based messages – do they work?

      • Need to induce certain conditions –


Ch 7 persuasion we skip ch 5 will return to ch 6 next in myers text

  • 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?


Ch 7 persuasion we skip ch 5 will return to ch 6 next in myers text

  • 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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