1focused on strong arguments; audience is motivated to think about the issue (leads to longer lasting attitude changes)
Central route
2 audience influenced by things that require little thinking (like images, attractiveness, joy, etc)
Peripheral route
34 elements of persuasion
The communicator, the message, the channel, the audience
4In a subjective reality, use [BLANK] speaker; in an objective reality, use [BLANK] speaker
Similar; dissimilar
57 principles of persuasion
Authority, liking, social validation/proof, reciprocity, consistency, scarcity, unity
6If you agree to do a small favor, you’ll agree to do a bigger one
The foot-in-the-door technique
7Agreeing to an initial request even when the cost increases
Low-ball technique
8Reasoned argument OR analytical audience, use [BLANK] route; emotional argument OR uninvolved audience, use [BLANK] route
Central; peripheral
9After someone first turns down large request, the same requester counteroffers with more reasonable request
Door-in-the-face technique
10For an agreeable audience, use [BLANK] argument; for disagreeable audience, use [BLANK] argument
1-sided; 2-sided
11Occurs with 2 messages close in time presentation with delayed response
Primacy effect
12Occurs with 2 messages separated in time with immediate response
Recency effect
13Channel of communication
reception → familiarity → acceptance
145 ways to stimulate people’s thinking
Use rhetorical questions;
present multiple speakers;
make people feel responsible;
repeat the message;
get people’s undivided attention
154 ways to resist persuasion by strengthening one’s attitude
Make public statement on your opinion;
use attitude inoculation / weak attacks on one’s attitudes;
develop counter arguments;
seek more information