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Material Type: Notes; Professor: Gore; Class: Social Psychology: W; Subject: PSY Psychology; University: Eastern Kentucky University; Term: Unknown 1989;
Typology: Study notes
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z Credibility : can overshadow an unpopular idea
z Sleeper Effect z The delayed impact of an initially weak message z Remember message, forget why it’s no good
z Attractiveness : especially peripheral z Physical attractiveness z Similarity z Especially in matters of value, taste, or way of life
z Analytic audience? Rational message z Disinterested audience? Emotional message z Evoking a good mood in ads z Evoking fear in health messages
z Loss-framed message z Works best with illness-detection (e.g., dentist visits)
z Gain-framed message z Works best with prevention (e.g., brushing teeth)
z “Give a hoot, don’t pollute” z “If you care, you won’t litter” z First one establishes a surface similarity (through rhyme), which makes it easier to: z Draw association z Remember z Seem more persuasive
z People are persuaded more by familiarity on less important matters
z People are persuaded less by familiarity on more important matters z New faces always help
z Lows = focused internally, hinders processing z Highs = more set in thinking z Moderate esteem easiest to persuade
z Older = more conservative. WHY?
z Generational Explanation z Hanging-on to the attitudes of your youth z “Good ol’ days” z WHY? High motivation to “fit in” with peers during adolescence and young adulthood, so more susceptible to persuasion
z Opponent “is going to try to persuade you” z Threatens audience’s sense of freedom z Distract them with a visual aid while you’re presenting counterarguments z Direct-to-consumer (DTC) advertising of prescription drugs z If uninvolved audience and low on time, use peripheral persuaders z If involved audience and lots of time, use good arguments
Exposing people to weak attacks upon their attitudes so that when stronger arguments come, they will have refutations available
