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Mastering the Art of Persuasion: Central vs. Peripheral Routes Explained

Dive into the world of persuasion and learn about the central and peripheral routes, message effects, fear-based tactics, subliminal messages, and more in this informative guide to influencing attitudes and behaviors.

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Mastering the Art of Persuasion: Central vs. Peripheral Routes Explained

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  1. Ch5: Persuasion(labeled as Ch 7 in the original Myers’ text) Part 1: Sept. 24, 2012

  2. 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?

  3. 1) Source of the persuasion – • Importance of credibility: 2 main dimensions? • Importance of likeability: 2 main dimensions? • Effect of personal involvement –

  4. 2) The Message – • Primary vs. recency effect – which has more evidence? • Fear-based messages – do they work? • Need to induce certain conditions –

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

  6. 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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