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Ideal Persuasive Message Processing
X is true.
Evaluate whetherX is true solely onbasis of evidence.
X
Realistic Persuasive Message Processing
X is true.
Message CharacteristicsIs it supported by evidence?Positive/Negative?Aesthetically pleasing?etc.
Source CharacteristicsLikable?Credible?etc.
Realistic Persuasive Message Processing
X is true.
Message CharacteristicsIs it supported by evidence?Positive/Negative?Aesthetically pleasing?etc.
Source CharacteristicsLikable?Credible?etc.
CentralRoute
PeripheralRoute
This world of ours would be inconceivable without the existence of a religious belief.
I can fight only for something that I love, love only what I respect, and respect only what I know.
Strength lies not in defense but in attack.
Words build bridges into unexplored regions.
Words build bridges into unexplored regions.
Strength lies not in defense but in attack.
This world of ours would be inconceivable without the existence of a religious belief.
I can fight only for something that I love, love only what I respect, and respect only what I know.
Mein Kampf
Quotes from
Vladimir Lenin (1870-1924)Russian revolutionary,Author, What Is to Be
Done?1st Soviet Party Chairman
I hold that a little rebellion now and then is a good thing, and as necessary in the political world as storms are in the physical.
Low student agreement;Rebellion = “bloodshed”
Prestige Suggestion (Asch, 1952)
Vladimir Lenin (1870-1924)Russian revolutionary,Author, What Is to Be
Done?1st Soviet Party Chairman
Thomas Jefferson (1743-1826)American revolutionary,Author, Declaration of
Independence,3rd President of U.S.A.
I hold that a little rebellion now and then is a good thing, and as necessary in the political world as storms are in the physical.
Low student agreement;Rebellion = “bloodshed”
High student agreement;Rebellion = “release from tyranny”
Prestige Suggestion (Asch, 1952)
Vladimir Lenin (1870-1924)Russian revolutionary,Author, What Is to Be
Done?1st Soviet Party Chairman
Thomas Jefferson (1743-1826)American revolutionary,Author, Declaration of
Independence,3rd President of U.S.A.
I hold that a little rebellion now and then is a good thing, and as necessary in the political world as storms are in the physical.
Low student agreement;Rebellion = “bloodshed”
High student agreement;Rebellion = “political change”
Prestige Suggestion (Asch, 1952)
Source info. alters
message meaning!
Prestige Suggestion
I hold that a little rebellion now and then is a good thing, and as necessary in the political world as storms are in the physical.
+
+
+
Your photohere
Source
Attitude
Hovland, Janis, & Kelley (1953)• P’s listen to message arguing for lenient treatment of juvenile offenders; indicate attitude (pro or con)• Message attributed to one of 2 sources:
Juvenile Court Judge Twice-convicted Drug Dealer
OR
High Credibility Low Credibility
(judge)
(dealer)Sourcedetachesfrom messagein memory
Blah blah blah…
What makes a source likable?
The Likability HeuristicWe trust and are more likely to agree with sources we like (regardless of themessage).
0
20
40
60
80
100
120
140
Low Moderate High
Attractiveness
% o
f A
vg
. S
ala
ry
Male
Female
Bodenhorn (1996): Starting salaries & Employee Attractiveness
1. Physically attractive sources are more likable
Chaiken (1973) • Confederates seek signatures for conservation petition • Attractiveness, gender varied
1. Physically attractive sources are more likable
0
50
100
150
200
250
Low Moderate High
Attractiveness
# o
f p
eti
tio
n s
ign
atu
re
s a
cq
uir
ed
Male
Female
Clifford & Walster (1973) • 5th grade teachers rate “promise” of students; • academic info. Identical, attractiveness, gender in photo varied
1. Physically attractive sources are more likable
0
1
2
3
4
5
6
7
Low Moderate High
Attractiveness
Me
an
"P
rom
ise
" R
ati
ng
Male
Female
46% 27%
68% 56%
Victim Attractive Unattractive
Attractive
Defendant
Unattractive
Stewart (1980): How persuasive is defendant’stestimony? (DV: Perceived guilt)
1. Physically attractive sources are more likable
36.5%
62%
$8,866 $5,623
$10,051
$6,688
Victim Attractive Unattractive
Attractive
Defendant
Unattractive
Kulka & Kessler (1980): DV: Damages awarded to victim in a negligence trial
1. Physically attractive sources are more likable
1. Physically attractive sources are more likable
25% 23% 36% 38%
% Recidivism
Recidivism: Repeatincarceration
Kurtzburg, Safiar, & Covior (1968)
Is Beauty Biological or Cultural?
Langlois (1990, 2000)– Striking reliability in
attractiveness ratings across different people
– Infants prefer faces that adults think are attractive
Is Beauty Biological or Cultural?
Averaged Facial Composites
4 faces 8 faces 16 faces 32 faces
The “average” face tends to be preferred (Langlois & Roggman, 1990)
• composites “average” features from 4, 8, 16, or 32 of the photos•Averaged composites preferred to individual faces
Is Beauty Biological or Cultural?Beauty standards differ
by culture (face/neck adornment)
and
time frameswithin a culture(bust-waist ratio)
2.People who are similar (to us) are more likable.
0
50
100
150
200
250
Low Moderate High
Similarity in Attire
# o
f p
eti
tio
n s
ign
atu
res
ac
qu
ire
d
Male
Female
Suedfeld et. al., 1971: Antiwar petition
British Negotiation Study (Bulryne) •9 year study of professional contract and labor negotiators
•Negotiators categorized as “average” or “skilled” based on success
•How do negotiators spend their time in discussion?
Average Skilled
2.People who are similar (to us) are more likable.
•Stanford/Northwestern Online Negotiation Game
•Two negotiation conditions:
• “Strictly Business”: personal talk prohibited
2.People who are similar (to us) are more likable.
Online Negotiation Study
•Stanford vs. Northwestern MBA students negotiate via internet
•Two negotiation conditions:
• “Strictly Business”: personal talk prohibited
• “Soc. Info. Exchange”: personal talk allowed in first 30 minutes
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