Persuasion - Functions of Attitudes & Persuasion and Attitude Change

Question

Two-process models of persuasion

Answer 1

Heuristic-systematic model

Elaboration likelihood model

>>Both models argue essentially the same thing: persuasion can work by changing what we know and believe or by changing how we feel

Answer 2

A persuasive route wherein people think carefully and deliberately about the content of a message, attending to its logic, cogency, and arguments, as well as to related evidence and principles.

Change attitudes through process of reasoning

>>Provide good reasoning and high-quality arguments

Answer 3

A persuasive route wherein people attend to relativeely simple, superficial cues related to the message or the expertise or attractiveness of the communicator.

Change attitudes through feelings and superficial associations

>Source characteristics

>> How attractive, funny, famous, or expert the communicator seems

>Number or length of arguments

>>A lot of arguments may be superficially convincing even if they are low quality

>Group consensus

>>If other people seem to agree, we may be convinced without really considering the issue ourselves

Answer 4

1) Attractiveness

Attractive spokespeople are more persuasive, even for topics completely unrelated to attractiveness.

Effects of attractiveness are through the peripheral route: attractive people are rated more favorably, and those favorable feelings become associated with the message

2) Credibility

People who are seen as knowledgeable and trustworthy are more persuasive

However, non-credible sources can change attitudes through the sleeper effect

>>Although a message may not be believed originally, over time the message may be remembered without remembering that it came from an untrustworthy source

3) Expertise