1. Chapter 7 - Persuasion Part 1: Feb 28, 2006

2. 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

3. 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?

4. 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?

5. 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.

6. 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)?

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

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

9. 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?

10. 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?

11. 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?

12. 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?