L5-8

• Persuasion is the process by which a message induces change in beliefs, attitudes, or behaviors
• Two paths leading to influence: Central route and Peripheral route
• Central route occurs when interested people focus on the arguments and respond with favorable thoughts
• People are likely to take the central route to persuasion when they are motivated and able to think about an issue
• The need for cognition is a dispositional determinant for following the central route
• Peripheral route occurs when people are influenced by incidental cues, such as a speaker's attractiveness
• Message-content and how it is presented are elements of persuasion
• The communicator is the first factor that can impact the success of a persuasion attempt
• Credibility: A credible communicator is perceived as both expert and trustworthy
• Perceived expertise is defined as someone knowledgeable on a topic and able to share accurate information
• Perceived trustworthiness leads to automatic persuasion
• Attractiveness and liking: An appealing communicator is most persuasive on matters of subjective preference
• Message-content: Making the audience feel good increases positive thoughts and makes a connection for them of good feelings and the message
• When in a good mood, people are more likely to rely on the peripheral route
• Message-how it is presented includes techniques like foot in the door, low-ball, and door in the face
• Channel-how it is said: The way the message is delivered, whether face to face, writing, film, or media
• Audience-whom it is said to: Persuasion is enhanced by a distraction that inhibits counterarguing
• How can persuasion be resisted?
• Strengthening personal commitment
• Developing counterarguments
• Implications of attitude inoculation
• Conformity
• Conformity is a change in behavior or belief as a result of real or imagined group pressure
• Acceptance occurs when one genuinely believes in what the group has persuaded them to do
• Compliance involves publicly acting in accord with a request while privately disagreeing
• Why do people conform?
• Primary motivations include the desire for social acceptance, the need to belong to a group, and the fear of rejection
• Conforming can provide a sense of security and harmony within social environments
• Benefits of conformity
• Increased social cohesion, reduced conflicts, and a feeling of belonging
• Conforming can help build and maintain relationships and navigate social situations more smoothly
• Types of conformity
• Informational conformity: Conforming because we believe others have more accurate information
• Normative conformity: Conforming to fit in and gain social approval
• What predicts conformity?
• Group size, unanimity, cohesion, status, public response, and prior commitment predict conformity
• Group Influence
• Group: Two or more people who interact with and influence one another and perceive one another as "us"
• Social facilitation: The tendency to perform better on tasks when others are present
• Social arousal can enhance easy behavior and impair difficult behavior