Routes to Persuasion Essay - 1374 Words

pain and crevecoeur Persuasion is the force exerted to influence behavior that includes a reflected change in attitude. Everyday we are bombarded with messagesfrom people who wish to influence our behavior and attitudes. Persuasion canbe used to accomplish good as well as bad, though, in my paper I willrefrain from making value judgements and only report the factual aspects. I will discuss the two basic routes to persuasion, the elements involved, andways to protect current attitudes and behaviors from change. When trying to persuade someone, there are two different methods from which to choose-the central and peripheral routes. The central route persuades by usingdirect arguments and pertinent information. The peripheral route†¦show more content†¦An attractive communicator has certain qualities, like physical appeal and similarity, that draw in theaudience. If the arguments of the attractive speaker are more readily accepted, central route persuasion has occurred or if we are persuaded by the unconnected positive association between the communicator and theproduct there has been peripheral route persuasion. When statements are made toa group by someone from the same ethnic background, the group is morewilling to listen. It appears true, the belief that we like people who aresimilar to us- and if we like someone we are more open to their suggestions. The second element of persuasion, the content of the message, deals with the specific type of messages that work best to convince. Emotional messages are most effective on less educated people, while rational appeals tendto score better with analytical or well educated people. Discrepancybetween the message and receiver opinion oftee effects whether persuasionoccurs. A credible communicator is most effective when arguing an extreme position and someone who is not viewed as credible is best off giving a viewpoint where there is a moderate discrepancy. Communicators must decidewhether to put forth a one-sided or two-sided appeal. One-sided appeals work bestwith those who already agree. Two-sided appeals work best with people who are initially opposed to your idea. AlsoShow MoreRelatedPersuasion As A Political Leader905 Words   |  4 PagesThrough persuasion, one alters another’s perspective on an event or occurrence and because of this, people usually tend to accept what is being said or portrayed. According to Petty and Cacioppo (1986), there are two routes to persuasion. When one tries to persuade another by being more caring and have a good understanding of the message they are delivering, this is called the central route to persuasion. The second route to persuasion is better known as the peripheral route to persuasion. ThisRead MoreKey Elements Of Persuasive Communication1012 Words   |  5 PagesPersuasion is described as the deliberate process that intends to change an individual’s attitudes, behaviours or beliefs from their previous initial views and ways of behaving in society. Persuasive communication is widespread and evident all around us, including in central areas of politics, marketing and media. Burkholder et al’s (2003) findings support the idea that there are cultural differences evident in the effectiveness of persuasion, in which they found that shortly after the end of theRead MoreExamples Of Conformity In Social Psychology1342 Words   |  6 Pagesthoughts come to mind when thinking about persuasion, but, persuasion can also be positive. There are times when persuasion is used to help people improve their lives. More importantly, when a decision to be made depends on the well-being of an individual, the power of persuasion to change attitudes is vital. 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Persuasion Persuasion is described as the â€Å"presentation† of persuasive material (Petty Cacioppo, 1984). In order to understand persuasion influences on attitude change, analyzing the cognitive process is essential. This cognitive process of persuasion can be studied through the elaboration likelihood model (ELM), which is a model that discusses ways in which persuasive materialsRead MorePersuasion Theory is Using Messages to Influence Others1346 Words   |  5 PagesRecreation Management and Persuasion Theory The process of using messages to influence others is called Persuasion. It usually involves communication skills and the exchange of diverse information content, but the main goal is for the persuader to influence the receiver mindset or actions. Some studies about persuasion theories describe unique, technical meanings different from everyday terms (Simons, 1976). Those definitions can be used to design more effective ways to convey a message toward theRead MoreElaboration Likelihood Model Critique Essay1465 Words   |  6 PagesThe Elaboration Likelihood Model has been hailed by some as â€Å"unquestionably the most influential recent theoretical development in persuasion research† (O’Keefe, 2002). Even if this is the case, it is by no means a perfect theory. One of the most commonly cited criticisms of the elaboration likelihood model is the vacuous nature of the â€Å"argument strength† component. Although this criticism is useful for pointing out an area of the model that can be fine-tuned, any perceived shortcomings due toRead MoreThe Elaboration Likelihood Model (ELM)930 Words   |  4 Pageswhether or not to go along with the idea. But what if people do not always process information, and what if they merely go with the crowd? The Elaboration Likelihood Theory (ELM) developed by Social psychologists Petty and Cacioppo, illustrates how persuasion, or the presentation of facts in order to move someone or thing a certain way, takes place. This model â€Å"analyzes the likelihood that receivers will cognitively elaborate,† in other words break down the information gathered and determine whetherRead MoreSocial Psychology - Spin Doctoring Essay1296 Words   |  6 PagesSocial Psychology Week 4 â€Å"Spin Doctoring† 1. Which path(s) to persuasion is/are present in the global warming case? I believe that both central route and peripheral route paths to persuasion are used in the global warming case. Central route persuasion is evident in global warming because people are more globally conscious and aware of the issues concerning our planet than they were decades ago. People are more concerned now about protecting our planet and better informed, thus, globalRead MoreThe Elaboration Likelihood Model Developed By Petty And Cacioppo1345 Words   |  6 Pagesthe strength of the judgments resulting from these processes† (p.67). There are two main processes that individuals can process message through either the central or peripheral route. However, it is important to note that individuals tend to fall along a continuum concerning their elaboration. The central and peripheral route and their effects will be discussed further and in detail later in the paper. It is important to note and further discuss the effects that ELM has on the public relations world