Principles of persuasion ELM model J201 Introduction to Mass Communication April 15 - 2016

Professor Hernando Rojas hrojas@wisc.edu @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!