Principles of persuasion ELM model J201 Introduction to Mass Communication April 15 - 2016
Professor Hernando Rojas [email protected] @uatiff
Agenda
① Differences between persuasion and manipulation.
② Principles of persuasion • Authority • Likability • Social proof • Scarcity • Reciprocity • Consistency/commitment ③ ELM model
⑤ Reciprocity. Obligation to give back. Hard to remain inflexible in the face of concession.
Persuasion principles
⑥ Consistency/commitment. What we already believe, what we have already done before.
Persuasion principles
• Exposure • Attention • Interest • Comprehension • Acquisition • Yielding
• Memory • Retrieval • Decision • Action • Reinforcement • Consolidation
Persuasion matrix model (McGuire)
Elaboration likelihood model (Petty & Cacioppo)
Elaboration likelihood model (Peripheral route)
• Likability or attractiveness of source. • Credibility of source. • Number of arguments contained. • Length of arguments. • Number of other people perceived to agree with the position. • Production quality of the message.
Elaboration likelihood model (Peripheral route)
Elaboration likelihood model (Central route)
• Under the peripheral route emotional states have a stronger impact on persuasion (form of classical conditioning).
• When elaboration likelihood is high, emotion can introduce “biased thinking” by influencing the nature of thoughts that come to mind (positive is more accessible from memory on a happy state; negative on a sad ).
• And, they can affect confidence on our own thoughts (happy more confidence).
Elaboration likelihood model (Emotions)
Elaboration and making the right choice
• Common knowledge holds that thorough conscious thought leads to good decisions.!
• But, is this always the case? !
• The notion of unconscious thought or thought without attention. !
Elaboration and making the right choice
Elaboration and making the right choice
Questions
Have a good weekend!
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