Jan 20, 2017 exploring social psychology succinctly explores social psychological science and applies it to contemporary issues and everyday life. I know ruth has been carrying the load around here. This model proposes that persuasion happens through two routes. Exploring social psychology fourth edition shop for books. Routes to persuasion persuasive appeal central route and peripheral route audience processing persuasion behavior change analytical motivated not analytical or involved high effort. Persuasion timothy c brock haftad 9780761928096 bokus. Two routes to persuasion richard petty and john cacioppo. An increased emphasis on cultural diversity and cultural norms includes information on muslim veils, groupthink. Psychological insights and perspectives, second editiona highlights important and influential views on persuasion and guides students through the important contemporary centers of basic and applied persuasion research. 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. Sep 01, 2014 therere two different ways, or two different routes, to persuasion. A model of persuasion that maintains that there are two different routes of persuasion.
The list is designed to be particularly helpful for marketers, entrepreneurs and leaders. Applying the elaboration likelihood model to design. The 10 best young adult books of march 2020 by eric smith march 5, 2020 2. The theory of cognitive dissonance joel cooper, robert mirabile, and steven j.
Richard petty and john cacioppo have argued that persuasion usually takes one of these two forms. Use simple rule of thumb heuristics, such as trust the experts. The central root say that if people are motivated and theyre highly involved, and they have the opportunity and the ability to process marketing messages, then the way to persuade them is. The central route implies a higher probability of elaboration. Setting a reading intention helps you organise your reading. To date cfc has been found to influence attitudes and persuasion, counterfactual reasoning, healthrelated behaviors such as practicing safe sex and decisions to be screened for the hiv virus, and recycling. The elm specifically considers two different routes by which. Persuasion occurs when ones attitudes, beliefs, or decisions are influenced in manner consistent with a message. Exploring social psychology by david myers is a brief, modular introduction to social psychology, with streamlined focus on issues such as belief and illusion, prejudice and diversity, and love and hate. I will discuss the two basic routes to persuasion, the elements involved, andways to. Exploring the interplay between intuitive and deliberate. Pdf examined individual differences in intrinsic motivation to engage in effortful cognitive endeavors in 2 experiments involving 293 undergraduates find. These two routes to persuasion are 1 the central route and 2 the peripheral route. While both users will have some level of central route processing.
You can persuade by building strong central arguments or you can persuade by trying to appeal to your audience by associating that which you want it to accept with favorable peripheral cues. Dec 18, 2014 this proposes two major routes to persuasion. Persuasion is the process of making peripheral cues work for a purpose. His eye is caught by an advertisement for the great. Exploring social psychology with powerweb by david myers.
Research on the elaboration likelihood model elm,1 arguably the most significant contribution to our understanding of persuasion in the past 30 or so years, posits that there are two routes to persuasionone that relies on argument quality and one that does not. Whether it is an attitude toward a political candidate, a social policy, an organization, a person, or a consumer product, the power of persuasion can remake us into persons who are. Emotional strength means confidence, and confident people dont need to constantly be the center of attention. This fully revised fourth edition includes new research on selfesteem in collectivist and individualist cultures, gender differences in sexual attitudes, and counterarguments as a way to resist persuasion. One hundred eminent behavioral and brain scientists talk about their most important contributions pp.
In this chapter, we outline two different routes to persuasion that anchor an elaboration continuum. Elements of persuasion who says what by what means to whom. Routes to persuasion central route to persuasion analytic, high effort, cogent arguments can produce durable, longterm changes in behavior and agreement peripheral route to persuasion intuitive, low effort, use heuristics can produce bigger changes in behavior, but not agreement. Chapter 5 to think or not to think exploring two routes to persuasion richard e. The black forest lies on the german side of the francegermany southern border. The central route to persuasion consists of thoughtful consideration of the arguments ideas, content of the message. Rent textbook exploring social psychology by myers, david 9781259880889. The psychology of persuasion in the 2016 election balanced. Petty is a distinguished professor in the department of psychology at ohio state university in columbus, oh, usa. Persuasion is a powerful force it can be used to reconfigure millions of minds and hearts. The key targets of persuasion are our attitudes and opinions. I will discuss the two basic routes to persuasion, the elements involved, andways to protect current attitudes and behaviors from change. This years juicy books on thinking, persuasion and language.
Get the help you need from a therapist near youa free service from psychology. Exploring social psychology succinctly explores social psychological science and applies it to contemporary issues and everyday life. Therere two different ways, or two different routes, to persuasion. There is a delayed persuasion of the message content after people forget who said it. Cacioppo, they intended to provide a general framework for organizing, categorizing, and understanding the basic processes underlying the effectiveness of persuasive communications the study of attitudes and persuasion began as. The first psychological concept that is worth discussing is the elaboration likelihood model of persuasion elm, which was developed in the mid 1980s. This video focuses on petty and cacioppos dualprocess model of persuasion that features central and peripheral route processing. Abstract countless messages and campaigns have been designed to convince individuals to engage in healthy behaviors in their daily lives. The effects of distraction, personality and social psychology bulletin, vol.
Psychological insights and perspectives 2nd, year 2005, publisher mahwah, nj. Using data from 256 tv commercial tests conducted by a multinational fmcg company in 23 countries, we consider two routes of persuasion. Best persuasion books books that help anyone selling anything do it more effectively. Exploring two routes to persuasion, booktitle persuasion.
Because the vast majority of these messages are typically generated by others, the current study explores the effects of selfgenerated messages in the context of mobile media. The concepts and tools are central to application in psychology, business, marketing, communication, journalism, sociology, and political science. Thus, the motivation to process the message will determine the route that it takes. Exploring the black forest like you know what youre doing. Two routes to persuasion petty and cacioppo 1986a, 1986b state that there are two routes to persuasion. Persuasion is a necessary component of good design, ensuring that users will. This route is much more analytical and is concerned with the actual logistics of the. Persuasion introduction to psychology lumen learning. Exploring social psychology edition 7 by david myers. Oct 06, 2016 the first psychological concept that is worth discussing is the elaboration likelihood model of persuasion elm, which was developed in the mid 1980s. If youre not familiar with the black forest, it is the land of fairytales.
An individual who is using the central route will be more engaged in processing and evaluating the merit of the opposing parties proposal. Under the central route, persuasion will likely result from a persons careful and thoughtful consideration of the true merits of the information presented in support of an advocacy. Exploring social psychology fourth edition by david. The first two points on sources are from stephen g. She has the brain, brawn, and beauty of this dynamic to be sure. Richard petty, john cacioppo, allen strathman, joseph priester 2005 to think or not to think. The 10 most anticipated nonfiction books of 2020 paste. Find books like persuasion from the worlds largest community of readers.
Theres the systematic, or central, route and theres the superficial or peripheral processing route. In addition, normative and descriptive models of persuasion are. Low motivation leads to the peripheral route, while high motivation leads to the central route. Determining which routetopersuasion the opposing party is applying and how to best appeal to that route is a crucial skill for the effective negotiator. Exploring routes to persuasive online advertising semantic scholar. Distinguished psychologist richard petty and celebrated social neuroscientist john cacioppo developed the model as a way to show how individuals and businesses use two different persuasion routes in. Elaboration likelihood model is a general theory of attitude change. Based on the bestselling text, social psychology by david myers and jean twenge, the book presents 31 short moduleseach readable in a single sittingthat introduce students to such scientific explorations as love and hate. You can filter on reading intentions from the list, as well as view them within your profile read the guide. Cacioppo the ohio state university university of chicago alan j. The central route and peripheral route to persuasion petty and cacioppo 1981 suggested that there are two different ways or routes to persuasion.
When a receiver is doing central processing, he or she is being an active participant in. Routes to persuasion california state water resources. Distinguished psychologist richard petty and celebrated social neuroscientist john cacioppo developed the model as a way to show how individuals and businesses use two different persuasion routes in hopes of influencing others to act or think a. Based on the bestselling text, social psychology by david myers and jean twenge, the book presents 31 short moduleseach readable in a single sittingthat introduce students to such scientific explorations as love and.
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