Download Attitude Change Through Persuasion

Attitude Change
Through Persuasion
Attitude Change Through
Persuasion
•
Although it is likely that some attitudes will change during life,
generally attitudes are stable and lasting.
•
In most cases when attitude change occurs, the change is a
modification of an existing attitude rather than a complete
change to the opposing viewpoint.
Attitude Change Through
Persuasion
•
Advertisers work on the assumption that if we are persuaded to
change our attitudes, our behaviour will change too (e.g. drink
driving).
•
BUT, research shows that there is no one way to control people’s
attitudes.
•
Psychologists suggest that different approaches work for
different people in different situations.
Routes to Persuasion
Attitude change can be achieved via:
1. Central Route: Persuasion occurs when people think
critically about the contents of a message.
2. Peripheral Route: Persuasion that results when people do
not pay close attention to the issue presented.
Central Route
• Primarily, persuasion via the central route is achieved by
providing factual information and critically thinking about the
message.
• The focus is on the message being communicated and the
strength of the arguments presented.
Peripheral Route
•
People are not always going to think carefully about the message.
•
Sometimes the arguments in favour of the message are also
weak.
•
Persuasion then results from peripheral cues in the social
context, not by carefully thinking about the message.
•
Association with humour, emotions, famous or attractive people.
Some Persuasive Examples
Let’s have a look at some examples of advertisements:
Smith Family
Coca-Cola
Frogs
Some Persuasive Examples
What type of persuasion did each of these advertisements use?
•
Smith Family:
•
Coca-Cola:
•
Frogs:
What was the most effective route to persuasion?
Factors Affecting Persuasion
Regardless of the route through which attitude is influenced,
psychologists have identified four main factors affecting
persuasion.
1.
The Communicator (WHO)
2.
The Message (WHAT)
3.
The Audience (WHOM)
4.
How the Message is Communicated (HOW)
Remember: WHO is saying WHAT to WHOM and HOW?
The Communicator (WHO)
•
The person (or source) who communicates the message has a
significant influence on whether that message will be accepted.
•
The effectiveness depends on your perception of how credible
the speaker is, how similar they are to you, or how appealing
they are to the audience.
Credibility
•
Credible communicators are both experts and trustworthy
•
Would you be likely to buy or do something endorsed by the
person on the left or the people on the right?
Similarity
•
You are likely to be persuaded by someone you perceive to be
similar to you in one or more characteristics.
e.g. Retail salespeople commenting on your clothes.
•
People prefer to hear from others who are similar to them on
topics of subjective preference (should I drink Coke or Pepsi?)
•
But prefer to hear from people dissimilar to them on
judgments of fact (How many inches of rain fell in Sydney,
Australia last year?). A dissimilar person provides a more
independent judgment.
Attractiveness
•
Having qualities that appeal to a particular audience
1.
Physical appearance
2.
Personality appeal
The Message (WHAT)
The effectiveness of communication is dependent on what is said
and how it is said.
The Message (WHAT)
Attention:
•
Does the message grab your attention?
Exposure:
•
How often is the message repeated?
Order of Presentation:
•
The first message is often the one that is remembered the longest.
Linking Emotions:
•
Messages that evoke emotions are more persuasive.
•
People associate their positive emotions with the message and
therefore accept the message without thinking.
The Message (WHAT)
The effectiveness of communication is dependent on what is said
and how it is said.
The Message (WHAT)
Attention:
•
Does the message grab your attention?
Exposure:
•
How often is the message repeated?
Order of Presentation:
•
The first message is often the one that is remembered the longest.
Linking Emotions:
•
Messages that evoke emotions are more persuasive.
•
People associate their positive emotions with the message and
therefore accept the message without thinking.
The Audience (WHOM)
•
Target audience
•
Group characteristics
•
Personality differences can often explain how different
people interpret different messages.
•
Some audiences may be more persuaded by factual
information (the central route), and others may be more
persuaded by association (the peripheral route).
How the Message is
Communicated (HOW)
The type of communication that is used:

Visual - TV, Internet (social media)

Audio - Radio

Magazines

Newspapers
Activity
Split into 3 groups and analyse one of the advertisements according to:
Group 1:
•
Credibility, similarity, attractiveness
Group 2:
•
The Message (WHAT)
Attention, repeated exposure, order of presentation, linking emotions
Group 3:
•
The Communicator (WHO)
The Audience (WHOM)
Target audience, group characteristics, personality
How the Message is Communicated (HOW)
•
Type of communication used e.g. TV, internet, radio, magazine, newspaper
Some Persuasive Examples
Smith Family
Coca-Cola
Frogs