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Persuasion (extreme persuasion: cults (distinctive ritual of its devotion…
Persuasion
extreme persuasion: cults
distinctive ritual of its devotion to god or person
isolation from surrounding evil culture
charismatic leader
compliance breeds acceptance
message: vivid and emotinal
audience: people under 25 years
group effects: cult separates members from previous support groups
What paths lead to persuasion?
The central route to persuasion: when interested people focus on the arguments and respond with favourable thoughts
The peripheral route to persuasion: when people are influenced by incidental cues
what are the elements of persuasion
The communicator
credibility: a credible communicator is perceived as expert
sleep effect: delayed impact of message
trustworthiness
attractiveness
how the message is communicated
face to face appeal
channel of communication
two step flow of communication
What are the elements of persuasion
The message
reason vs emotion
evoking negative emotions
primacy effect
recency effect
the audience
people with moderate self esteem are easiest to influence
the age of the audience makes a difference
how can persuasion be resisted
attitude inoculation: exposing people to weak attacks on their attitudes
inoculation programs
persuasion is the process by which a message induces a change in beliefs