The Cognitive Processes Underlying Persuasion In order to effectively understand how persuasion works in the social environment it is vital that there is a clear understanding of the cognitive processes underlying persuasion at an individual level. These processes play a huge role in attitude formation and persuasion. They can ultimately create either strong or weak attitudes depending on the different cognitive routes that are used to create attitudes from the exposure of information. There are two main types of processing. The first type of processing is Systematic Processing. In her research on processing models of persuasion, Wendy Wood describes Systematic Processing stating that, “When people are both motivated and able to process information carefully, then attitudes are based on a more thoughtful, systematic assessment of relevant information”(Wood). Systematic Processing occurs when one really considers and thinks carefully and cautiously about new information that one has been exposed to. When systematic processing occurs, the processing of …show more content…
Heuristic processing uses mental shortcuts in order to change or form attitudes that have not yet been formed and to process the newly exposed persuasive information. This mental shortcut route of processing persuasive information is called the peripheral route to persuasion. There are certain cues associated with the peripheral route to persuasion. An example of a cue may be information from an expert, such as medical opinions from a doctor. If the doctor provides a patient with medical news, the individual is not going to spend countless hours working through the medical diagnosis. Instead, the individual is more likely to take the information in as fact immediately. Since the information is coming from an expert it seems very credible, so therefore the information is more likely to be processed quickly with little
Summary – It can be very useful when things do not tend to fall your way by then switching things up on your opponent and using their most positive words in order to make it look negative. Every argument needs facts and if that does not work for you, you should probably redefine the issue being made. The importance and relevance of the argument should be taken into consideration. Remember that manipulating the definition of things in your favor is the way to go.
This investigation analysed the results of 28 year 12 students in a persuasion research program, displaying the change in attitudes through the conduction of anti-smoking messages in advertisements to persuade people not to smoke.
Kerbel, Matthew R. (1993). An Empirical Test of the Role of Persuasion in the Exercise of
Persuasion is the concept of changing someone’s mind or supporting a certain value, belief, or behavior.
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.
Todorov, A., Chaiken, S., & Henderson, M. D. (2002). The heuristic-systematic model of social information processing. In J. P. Dillard & M. Pfau (Eds.), The persuasion handbook: developments in theory and practice (pp. 195–211). Thousand Oaks, CA: Sage Publications.
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.
The Heuristic and systematic model of persuasion. The heuristic component of the Heuristic and Systematic model of persuasion proposes that persuasive content is processed through the superficial evaluation of extrinsic persuasive cues. These extrinsic cues include surface characteristics, communication characteristics and audience characteristics. These cues are processed through cognitive heuristics which include simple schemas or decision rules. Examples of this can include past experiences and previous observations. For instance, a contextual cue could be a consensus heuristic, in which a previous experience demonstrated that if everybody agrees on an issue that the argument must be correct (Chaiken, 1987). Previous studies have demonstrated
Every day in our life's we are persuaded to make choices. Persuasion is a very
Persuading helps us everyday. AT&T might persuade you that they are way better than Verizon. A friend might persuade you into thinking Flaming Hot Cheetos are way better than regular Cheetos. You might persuade your teacher that your side of the story is the truth, not the other kid’s. Persuading has a major impact on society.
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 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.
Persuasion is all around us. It is an attempt to influence us into changing our attitudes and behaviors regarding an issue (Myers). We are convinced to think a specific way, purchase certain items and services, and cast our votes for certain candidates. One persuasive method is fact-based. This is known as central route to persuasion (Myers). The other is emotion-based. This is called the peripheral route to persuasion (Myers). Based on central persuasion techniques, I have been persuaded that the minimum wage should not be raised to $15 an hour.
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.