Lecture 12. Persuasion and Social Influence
I
I. Elements of Persuasion
1. Who: The communicator.
A. Credibility.
B. Attractiveness
2. What: The Message content.
3. How is it said
4. The Audience
II. Elaboration Likelihood Model
3. What determines whether we go Central or Peripheral?
A. Is the topic personally
relevant?
B. Does the audience member like
thinking about problems and figuring things out?
C. Ability to pay attention.
III. Emotion and attitude change
1. Mood
2. Fear
3. Emotion as heuristic
4. Emotions and rational arguments.
IV. Resisting Attitude Change
1. Inoculation
2. Forewarning
3. Reactance
4. Selective avoidance