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Motivational approach in persuasion
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The dual process models of persuasion is a model that accounts for the two basic ways that attitude change occurs, which is either with or without thought. Furthermore, these two models are the central and peripheral models/routes of persuasion. The central route to persuasion is the way people are persuaded when they focus on the quality of the arguments in a message. This route requires effort and is argument based thinking. Attitude change in this route is likely to be stable and more resistant to change. People use the central route when they have both motivation and the ability to do so. On the other hand, the peripheral route to persuasion is the way people are persuaded when they focus on factors other than the quality of the arguments in a message. For example, they may instead just focus on the sheer number of arguments. In the peripheral route there is an absence of argument scrutiny, and is a shortcut based, conditioned response that yields to social …show more content…
Overall for both routes, in order for a person to be motivated, the topic must be important to them. Like before the central route needs both motivation and ability. Ability means that the person needs to be able to process the message. Which means they will need energy and cognitive resources, so they will be unable to use the central route if they are distracted. Therefore for the central route, persuasion is more likely to be achieved when the person is provided a high quality persuasive argument. However if the person is distracted and does not have the ability to process the argument, they will use the peripheral route. Therefore using salient peripheral cues such and attractiveness and credibility will provide the person with a shortcut for information and persuasion. However, there is another way to persuade both routes at the same by manipulating the audience’s motivation or
Kerbel, Matthew R. (1993). An Empirical Test of the Role of Persuasion in the Exercise of
Andres Martin takes full advantage of the three modes of persuasion outlined by Aristotle and in the following few paragraphs, I will outline each
The elaboration likelihood model (ELM) of persuasion is a theory of persuasion that focuses on how the audience interprets logic, evidence, reasoning, and other factors of the speaker or speech. Direct and indirect routes are both methods that contribute to the ELM approach. Direct persuasion route requires giving the audience arguments and evidence to make them think about how a product is a necessity to them, such as gas that can make a car go faster, food that can make a person meet his or her weight loss goals, or insurance that can give practical help to someone who needs it. Indirect persuasion is the usage of other tactics that appeal to the audience without them necessarily realizing it. The audience can use their intuition to be drawn in by a speaker’s charm, a catchy jingle, or a picture of a celebrity using the
According to Merriam Webster, the term “ethical” can be defined as “rules of behavior based on ideas about what is morally good and bad.” Being able to differentiate between what is good, and what is bad is key when it comes to many things. One of these things includes persuasion. There are many concepts that can explain why certain principles of persuasion can be more ethical than others, and many that are critical to being an ethical communicator. Said concepts are explained in Rothwell’s text, In the Company of Others, Robert Cialdini and Steve Martins video, Science of Persuasion, and Stephen Carter’s text, Integrity.
Persuasion is a commonly used communication technique that allows us to socially influence a certain topic positively or negatively. Its purpose is to help affirm or nullify an idea, belief or attitude. Sometimes the exact topic is very detectable in communication such as during debates but other times it displayed a little more subtly. Persuasion is more than just verbally speaking. Non-verbal communication such as body language, tone and pitch of the voice can also add to the affirmation of the topic. The setting and location also help encourage the acceptance of what is being persuaded.
According to the text , Social Psychology, “social psychology is the scientific study of how people think about, influence, and relate to one another”(pg. 4) this is viewed in a variety of social topics incorporating group behaviors, attitudes, conformity, obedience to authority, stereotypes and peer pressure. Outside factors can have a positive or negative affect our view of ourselves and each other. These outside factors are used to persuade and influence group behavior. Persuasion is defined as “the process by which a message induces change in beliefs, attitudes, or behaviors” (Myers, 2010, pg. 230). The principles of this process of persuasion according to researchers, Robert Cialdini and Thomas Davidson, are attractiveness and likeability, reciprocity, social proof, consistency, authority, and scarcity (Davidson, 2008)(Myers, 2010, pg. 237). These principles of persuasion impact our self-perception, our attitudes and behaviors, and our culture.
Although these mental shortcuts do not consist of thoughtful consideration of the message, the peripheral route can nevertheless be effective in leading to persuasive impacts on attitudes and behaviour, in the short term (“Petty, Barden, et al.,”
Persuasion plays a role in our everyday lives. Persuasion is all around us, depending on the message, persuasion tactics vary. A model used as a principle in persuasion work is the Elaboration Likelihood Model (ELM). ELM explains how a persuasive message changes attitude, there are two routes through which persuasive messages are processed: central route & peripheral route. When it comes to advertising techniques there are two types of consumers that are important, they are highly involved consumers and uninvolved consumers. For advertising to work, it has to attract attention before it does anything else. Today’s marketers must think in a two-step model: Entertain people to grab their attention; only then turn to your advertising needs by providing relevant information.
In closing, Persuasion is a powerful tool, both in trying to persuade others and being
Persuasion is an important aspect of communication, certainly a significant business activity. Regardless of whether this comes in the form of a sender influencing a party or the receiver itself is being influenced. Typically, this could come in the form of a salesman or, even a manager communicating with key stakeholders, such as potential investors.
In today’s society, people are often bombarded with various messages by the mass media, many of which, attempt to persuade them of certain ideas. The Elaboration Likelihood Model (ELM) is a model of persuasion that attempts to explain how attitude change or resistance are shaped, formed, or reinforced by persuasive arguments over time. It suggests that persuasion takes place when people express either a high or low degree of elaboration, which determines the route towards attitude change – central route or peripheral route.
In the most advantageous of cases this model suggests that a receiver “considers the content of the persuasive message carefully and has favorable thoughts about the content” (Enfante, Rancer & Avtgis, 2010, p. 172). When receivers engage in cognitive thinking, they participate in the type of persuasion the authors call the “central route” (Enfante, Rancer & Avtgis, 2010, p. 172). Under the central route, the receiver employs positive feelings towards whatever the source is saying and then in turn acts or forms attitudes based off of the positive thoughts. Thus they interact thoughtfully with the information the source is attempting to get across.
Wood, W. (2000). Attitude change: Persuasion and social influence.. Annual Review of Psychology, 51(1), 539.
The scientific research of persuasion’s procedure has been a fundamental aspect of social psychology since the World War II when the Nazi Party, grace to its propaganda drive, was voted by Germans despite the extreme policy it followed (Cialdini, 2001). In the last 30 years, significant research has been conducted concerning the persuasion process and the way it works (e.g., Cialdini, 2001; Crano & Prislin, 2005; Petty & Cacioppo, 1986). Sutton and Douglas (2013), suggest that during the persuasion procedure, individuals’ beliefs and perspectives are effectively influenced by new information provoking this way a change in their attitudes. Although many influential techniques have been detected (e.g., Ingratiation, Reciprocity, Lowball tactic etc.) there are various circumstances when even the strongest ones do not succeed (Jacks & Cameron, 2003; Sutton & Douglas, 2013).
The book, Influence: The Psychology of Persuasion by Robert B. Cialdini illustrates the implementation of reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. The book identifies these six principles as weapons of influence in aiding with persuasion. The following explains and applies each principle.