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Persuasion 20-3 Objectives • Describe the factors involved in the communication process • Explain the different types of persuasion processes Bell Ringer • Read Exploring Psychology p. 590 • Use a technique called familiarity Persuasion • Persuasion – The direct attempt to influence attitudes • The persuader’s main hope is by changing the other person’s attitude, they will also change their behavior. The Communication Process • 4 parts of the communication process – The source • How a person sees the source or who is giving them the information is a critical factor in his/her acceptance of the information • Boomerang effect- a change in attitude or behavior opposite of the one desired by the persuader The Communication Process • The message • Two ways to deliver a message – Central route for persuasion • Presents information in form of strong arguments and fact • Focused on logic – Peripheral route • Relies on emotional appeals • Emphasizes personal traits and positive feelings The Channel • This is the where, when, and how a message is presented • In general, personal contact is the most affective approach • Some evidence that television and film are more effective than printed material The Audience • All the people whose attitudes the communicator is trying to change – Foot in the door technique- make a small request they are sure to say yes to and then ask for a more demanding request. – Door in the face technique-Make a large request you know they will say no to and then hit them with the smaller request Models of Persuasion • Heuristic model – Heuristic is a rule of thumb or a shortcut that may lead to but does not guarantee a solution – If a person is not interested in the issue- they are likely to result to a heuristic processing, a very low or casual form of analyzing evidence – If they are interested in the issue- use systematic processing or the central processing route Sleeper Effect • Changes in attitude are not always permanent • Sleeper effect- the delayed impact on attitude change of a persuasive communication. • Explanations: – Tendency to remember the message but forget the source – As the message sinks in, attitudes change more Inoculation Effect • How to resist persuasion – People can be educated to resist change – It motivates individuals to defend their beliefs more strongly – People need to practice defending their beliefs and that makes them less likely to change – The most vulnerable attitudes are those which you have never had to defend Brainwashing • The extreme form of attitude change – Uses peer pressure, physical suffering, threats, rewards, guilt, and intensive indoctrination. • Most extensive studies have been done on Westerners captured by the Chinese in the Korean War. Brainwashing • Step 1: strip away all identity • Step 2: subject person to extreme social pressure and physical stress • Step 3: Isolate the person from social support • Step 4: Reward cooperation • Prisoner comes to believe his own confession • Difficult to say where persuasion ends and brainwashing begins Brainwashing • Cult- a group of people who organize around a strong authority figure