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SOCIAL PSYC - Chapter 5
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Notes from Textbook: Myers, D., Spencer, S., & Jordan, C., Smith, S, & Spencer, S. (2018) Social Psychology (7th Canadian Edition). McGraw-Hill Ryerson. Social Psychology - PSYC 2120 Comprehensive Chapter Notes

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  • December 16, 2018
  • 5
  • 2018/2019
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PERSUASION
-persuasion is neither inherently good nor inherently bad

What Paths Lead to Persuasion?

-a persuasive message must clear several hurdles, what is crucial is not so much remembering the
message itself as remembering one’s own thoughts in response

The Central Route and the Peripheral Route

-persuasion occurs through 2 routes (diagram pg. 145)

-Central Route to persuasion: focusing on the arguments. If those arguments are strong and
compelling, persuasion is likely

-Peripheral Route to persuasion: focusing on cues that trigger acceptance without much
thinking

-media that people are only able to take in for a brief moment in type typically uses
visual images as peripheral cues

-central route persuasion can lead to more enduring changes than the peripheral route does

-when people think deeply rather than superfcially, any changed attude will be more likely to persist

What Are the Elements of Persuasion?

1. The Communicator – what is saying something afects how an audience receives it
a. Credibility
i. Perceived expertie: to gain perceived expertse
1. Being by saying things the audience agrees with
2. Be seen as knowledgeable on the topic
3. Speak with confdence
ii. Perceived truitworthineii:
1. Speech style afect apparent trustworthiness
2. higher if the audience believes the
communicator is not trying to persuade them
3. Higher if you argue against your own self-
interest
4. Increases the faster the presenter talks
b. Attractveness and Liking – our liking of the person speaking my open us up to the
communicators arguments (central route) or it may trigger positve associaton when we
see the product later (peripheral)
i. forms of attractveness can be: beauty/looks and similarity

, 2. The Content
a. Reason vs. Emoton
1. Well educated and analytc people response better to reason (central)
2. Disinterested audience’s response better emoton (peripheral)
ii. The efect of good feelings:
a. Messages can also become more persuasive when associated
with good feelings
b. If you feel good you make faster, more impulsive decisions and
rely more on the peripheral route
c. Unhappy people ruminate and are more likely to think more
deeply into the idea
iii. The efect of arousing fear:
a. Messages also can be efectve by evoking negatve emotons
such as fear
i. Not too much though and you will deter the person
b. Discrepancy
i. disagreement produces discomfort, and discomfort prompts people to change
their opinions. Greater disagreement SOMETIMES produces greater change
ii. also depends on involvement. Deeply involved people tend to accept only a
narrow range of views
c. One sided vs. two sided appeals:
i. One sided: NOT acknowledging the opposing sides arguments, two sided:
acknowledging them
ii. two sided appeals are better if people are already away of the counter-
arguments, but worse when they are not
d. Primacy vs. Recency
i. Primacy Efect: informaton presented easily is more persuasive. First
impressions are important
ii. Recency Efect: informaton presented last is most recent in the person’s brain
and therefore more persuasive
1. IF two persuasive messages are BACK TO BACK, the frst message works
(primacy efect)
2. IF two persuasive messages are SEPERATED by some tme, the last
message works (recency efect)
3. The Channel of Communicaton – face-to-face, written, media, etc.
a. Actve vs Passive Recepton:
i. Actve recepton: ratonal appeal using logic and arguments where the person
must critcally think about what they believe
ii. Passive recepton: slogans placed on mailboxes, fyers in the hallway, etc.
1. Mere repetton can increase fuency of an idea which in turn increases
believability
2. Persuasion decreases as the signifcance of the issue increases

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