PS102 Chapter 13: ATTITUDES AND THE POWER OF PERSUASION
Document Summary
Billions of dollars devoted each year to help people develop particular attitudes toward products or services. Attitude probably created in part through persuasion that that product is better than anyone else"s. For persuasion to occur, the following must be present: a message, source. Source can use methods that follow either central or peripheral route. Beyond chosen route, other factors can make message more or less persuasive. More likely persuaded by source that is knowledgeable or likeable. If we think source more similar to us = more likely persuaded. Why wealthy politicians try to emphasize middle class roots by speaking in malls and grocery stores. People more likely to find source credible and pursuasive when they present both sides of issue. Addressing less intelligent or interested audience = source might have more success with glossy, superficial presentation and good haircut. Specific techniques: foot in the door technique. Getting someone to agree to small request and following up with much larger one.
