Popular Courses
Psychology
University Study Guides
PSYCH 1X03
McMaster University
Psychology
University Study Guides
PSY100H1
University of Toronto
PSYCH 1003
Western University
PSYC 1010
York University
PSYC 201
University of Calgary
PSYC 200
Concordia University
PSYC 1004
Virginia Tech
PSYCH 100
Pennsylvania State University
PSC 001
University of California - Davis
PSY 101
Michigan State University
PSY 2012
University of Florida
PSYCH10
University of California - Los Angeles
PSY 101
San Diego State University
PSY 101
University of Arizona
PSC 001Y
University of California - Davis
PSYC 1001
University of Cincinnati
PSY-P 101
Indiana University - Bloomington
PSY 200
North Carolina State University
0:00 / 0:00
Persuasion
Persuasion is the changing or influencing of someone's thoughts or behaviour through the use of messaging that aligns with the audience and context
The effectiveness of persuasion depends on:
1) The messenger - who is doing the communicating?
- Do they have knowledge or expertise about the subject?
- Are they trustworthy or unbiased?
- Are they attractive or likeable?
Example: "9/10 dentists recommend Toothpaste Brand X"
2) The message - what is being communicated?
- Is the content clear and rational?
- Does it present multiple sides of an issue?
- Does it appeal to emotions (i.e. fear or uncertainty)
Example: a prescription medication commercial that shows its users living happy, fulfilling lives
3) The audience - who is being communicated to?
- What are their pre-existing beliefs about the subject?
- How receptive are they to changing their beliefs or actions?
- How aware or skeptical are they of attempts to persuade them?
Example: younger audiences may be more skeptical of email advertisements than older audiences
Methods of persuasion:
1) Elaboration Likelihood Model:
- Central route of persuasion:
- Good for an invested, analytical audience
- Requires greater effort by the audience to process the message, however results in longer-lasting change
- Peripheral route of persuasion:
- Good for more casual, less analytical audience
- Requires low effort to process, often involves signals that are not directly related to the message (i.e. celebrity endorsements, visually-appealing images)
- Results in a temporary change in belief or behaviour
2) Foot-in-the-door technique:
- Start with a small request to "get your foot in the door", then follow-up with larger ones
- Example: a charity may ask for a one-time $10 donation, then follow up with emails about larger monthly donations
3) Door-in-the-face technique:
- Start with an outrageously-large request, then follow-up with smaller ones
- Example: a teenager asking their parents for a new car for their 18th birthday, but then asking for a new phone