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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