Katie Waskow

Chapter 2- What constitutes persuasion?

YES NO
1) Did Persuasion Behavior
communication
occur?
2) Was there source Persuasion Conformity
intention?
3) Was the message Persuasion Attempted Persuasion
processed?
4) Was there an Persuasion Attempted Persuasion
effect?
5) Was there an Persuasion Boomerang
intended effect?
6) Was there free Persuasion Coercion
choice?

Persuasion = persuasion involves one or more persons who are

engaged in the activity of:

Creating
Reinforcing
Modifying or extinguishing
o Beliefs
o Attitudes
o Intentions
o Motivations
o And/or behaviors within the constraints of a given
communication context
Duel Process Persuasion
Basic Assumptions
2 distinct modes of thinking

Central route focused, attentive, tuned in

o Reflective-asking questions, mental effort, cognitive
elaboration
o Motivation- ability to process and understand
Peripheral route on the outskirts, loose, distracted
 Katie Waskow

o Reflex, mental shortcuts, credibility, appearance

cues, quantity of arguments
o Heuristic cues (decision cues)
Rules for simplifying thought process

Elaboration Likelihood Model (ELM)

Exposure

High Involvement low

involvement

Central attention focus peripheral attention focus

Comprehension comprehension
- deep thoughts -shallow

Persuasion persuasion
-brand attitude -non-product beliefs
-purchase attention -ad attitude

Persuasion is variable different effects on different people

o Depends on processing mode
Central : facts, evidence, logic
Peripheral: easy to process info---- attractiveness,
friendliness, expertise
Centrally processed influence
More persistence over time
More resistant to change
More predictive of behavior

HOW TO ENCOURAGE CENTRAL PROCESSING

o Personal relevance
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How meaningful
Affects them / more motivated

o Comprehension
Use clear language- satisfies audience need for arguments
If message is too complex- - results in peripheral mode

HEURISTIC SYSTEMATIC MODEL OF PERSUASION

o Heuristic cues must be:
-available
-accessible
-applicable
Motivated and ability
Sufficiency principle thats enough